What is Your Unique Value Proposition?

If I were to visit your website, how long would it take me to know exactly what you do? Sure, thanks to some images, I might know right away that you sell delicious donuts, but you want me to convert into a customer and buy your products, right?

Let’s take it another step further. Have you done a great job in effectively yet efficiently telling me exactly what you do and why you are the best than anybody else at it? As a consumer, and a potential customer, I have plenty of options to purchase the same product from others.  What separates your company from your competition who wants my business too? Simply put, what is your company’s unique value proposition?

Take a Queue from Krispy Kreme

Krispy Kreme's value proposition is simple... it's the GLAZED DONUT.  They are amazing...they smell great and they taste even better.  When you drive by and you see that "HOT NOW" sign all lit up, it's literally impossible to drive by.  (at least for most of us). Heck, Krispy Kreme has even taken it an extra step and created an app for your iPhone that tells you when the glazed donuts are "Hot Now".  So how can you take a queue from Krispy Kreme and apply this same sort of mentality to your own marketing messages?

Let’s start with a couple principles to get our minds wrapped around the idea of what a strong unique value proposition is. First, saying that you are the best at something, or even offer the lowest prices in town, is not anywhere close to what we are looking for. You’re going to have to put a little more effort into it than that. Remember, your unique value proposition is one of the first things visitors to your site are going to see, so it serves you well to spend some time crafting a great value prop.

There are a few principles that I want you to follow when you are working on your unique value proposition. I want you to think about this next statement carefully: Ask yourself: “Why should my ideal prospects (the groups you intend to serve) buy from me instead of a competitor?”

So now that you have this great explanation of why you are better than your competition, go and check their website and see what they have to say. You want to compare your unique value prop to theirs, so that you know how best to refine your own unique value prop in opposition of theirs. After all, it is unique for a reason.

The Essence of Your UVP

Next, you need to distill your Unique Value Proposition down into one or two sentences. This is VERY important but will not be easy. And know, this will be a work in progress.  Look, not everyone is going to be able to instantly come up with the best unique value prop of all time. It’s going to take some serious thought and a little bit of effort to really differentiate yourself from your competitors, while keeping your prospects at the front of your mind. But if you can create a unique value prop that clearly tells me why you are the best at what you do that benefits me, I promise that you will see an increase in conversions from your website.

What are some excellent examples of Unique Value Propositions that you see? Leave us a comment and let us know!