The foundation for all your marketing IS your Unique Value Proposition.  It will provide your customers the awareness of why they need YOU.  You will place this in all marketing and repeat often for your clients to identify themselves as a great fit.  It will answer “Why should I buy from you?” and give them a reason to act.

When I worked in a large corporation, we had a 2- or 3-day course just to craft our Unique Value Proposition (UVP).  There were exercises, value ladders to fill out – but all was geared toward the end client.  I don’t believe that is the first place to start crafting your UVP.

First – It should start when you have decided what your purpose is for your profession and career life (which can change and evolve over the years).  Hopefully you have a reason that you were drawn to the field that you are in (not just for the income – that NEVER works out).  Think back to how you got to where you are in a career.

Through family circumstances, I realized I knew nothing about finances, investments or how to increase my income.  I also knew that if I didn’t understand these important areas – there were a lot of other people out there who didn’t.  I didn’t enter college knowing what I was going to do, I started in medicine and came out with a business degree.  I recognized that I was always teaching others and guiding them.  I evolved from financial planning and investing to coaching salespeople to rapidly increase their income.

My why, in my career so far, has been to teach others.  Knowing my why also helped me understand who my customers are.  We don’t serve everyone – and if we think we do, how will your message reach the customer?  Our customers have to hear from us: who we help and how we help them so they can readily recognize that and say – “that’s just like me, maybe they can help.”  WHO are your customers?  Why do they need you – your service or your product?  Why will their life be better?  What problem to you solve?  This is the first step in determining your UVP.   

Second – What is their problem that needs a solution?  People buy for only two reasons:

To gain a profit (a goal to accomplish)

To avoid a loss (big problem that needs a solution, concern, fear or frustration to be addressed)

Third – Now that you know your target audience, who else is in the same space?  Who are the competitors?  What area of the market don’t they cover well?  Is this an area that fits your target, as a problem that needs a solution?  Research the competition – what do they do well, what is missing and could be improved upon?  You want to be able to set yourself apart, and why you are better to provide the solution.

Fourth – What makes you exclusive to solving their problem?  Do you have any awards that gives your company bragging rights? Awards from a third party can convey credibility.  Do you have proprietary information (company secrets)?  Is there a guarantee that shows you are willing to deliver a certain outcome?  Do you have client testimonials from happy, satisfied customers?   You want to find what will make your customers comfortable in choosing you to do business with.

Fifth – Your UVP should be clear, concise and easy to understand sentence.  IF a client can easily understand your UVP, it will be easier to persuade them to become a client.  Here are some examples:

• M&Ms: Melts in your mouth, not in your hand.
• Visa, it’s everywhere you want to be.
• FedEx: When it absolutely, positively has to be there overnight.

Your Unique Value Proposition is crucial for your marketing.  It helps a customer realize why they need you.  Worth the time and effort to craft and refine.  You won’t be all things to all people, be the best solution for your ideal client and they will be able to understand why you provide the solution for them better than your competition.