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Growing your business is anchored by several things that attract your clients and customers to choose you over your competitors. These things are basically what customers see before they buy from you or patronize you. These features are called unique value propositions (UVP). Big brands leverage unique value propositions to boost their brands and increase sales. The open secret of a business’s value proposition is arguably the most crucial component of your overall marketing messaging. 
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A value proposition informs prospects why they should do business with you rather than your competitors, and makes the advantages and benefits of your products or services crystal clear from the beginning. It is however quite unfortunate that many companies and brands either conceal their value proposition in buzzwords or trite, meaningless catchphrases or don’t bother highlighting it on their site and in their marketing campaigns – or they don’t figure out what it is at all! In summary, a value proposition is a clear statement that offers these things. In this article, I will show you how to make your brand attractive to customers so that they can buy from you and ditch your competitors using UVP.
  • Relevancy

Relevancy is a way of showing your audience the importance of your business. Relevancy is when you describe, explain and interpret how your product solves customers’ problems or improves their situation. For example, if your brand is in the health sector, you must tell your audience how your product solves their problems or address their pain points. Let’s illustrate further, Panadol, for instance, is a medicine that eradicates headaches and body pains. It is simply a painkiller. Therefore, if you want customers to ditch your competitors and do business with you, you must position your brand as a painkiller and joy giver. 
  • Quantified Value

Delivering specific benefits is another way to amplify your unique value proposition which can make your brand stand out in a crowded market. It is about going the extra mile. This is when you highlight what your audience or prospects stand to benefit when they patronize you. For example, if you are an e-commerce vendor, you can highlight benefits such as:
  • Free shipping;
  • Fast shipping/Next-day shipping;
  • Free bonus with a purchase;
  • Free setup/installation;
  • No setup fee;

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  • No long-term contract, cancel any time;
  • License for multiple computers (vs. 1);
  • (Better than) money-back guarantee;
  • A discounted price (for a product);
The above-mentioned highlighted benefits are quantified and they can build some level of confidence in the mind of any visitor that visits your landing page or e-commerce site. Furthermore, you can make it as part of listed offerings that are not available elsewhere.
  • Differentiation

Tell the ideal customer why they should buy from you and not from the competition. This is when you are telling clients that you are filling existing or prevailing gaps and as well solving problems competitors aren’t solving. It means you are being different and you are disrupting the status quo existing global operation. This is often done by startups such as FinTech companies and other companies that use technology to disrupt the process and create a unique service that is anchored on speed, convenience, and affordability. A good example is Uber and Bolt. Uber’s value proposition is about offering uber convenience. Without distinctively explaining so, Uber expertly highlights everything that sucks about taking a traditional taxi and points out how its service is superior.

Concluding Remarks

When visitors visit your land page, website, or e-commerce store, or read your marketing ads they are looking for strong reasons why they should do business with you. They are keen on how you can solve their problems or improve their conditions. Therefore, you must offer your unique value proposition as strategic marketing and brand message. Your UVP must be simple, straightforward, and relatively short. It must be a simple copy that will quickly and effectively send the message to your audience.  Featured Image Source: Simplify
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This article was first published on 4th May 2022


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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