UVP

When people come to your site, you have a few seconds to tell them about the offer. Unique Value Proposition (UVP) is the first thing that helps people understand your product or service. If they do not understand, they will leave.

Is it difficult to explain the product and why it is useful to people? Apparently, yes. Product owners like to experiment with slogans, taglines, vague words. People don’t connect with those, if they do not know the brand. Forget about the slogans. Forget about vague words. Write in a simple and clear language, as if you are talking to a friend.

The less known your product or service is, the more clear your unique value proposition should be. Clear to other people, not just to you.

UVP should:

• explain what problem your product solves
• explain how your product solves this problem
• deliver specific benefits
• tell people why they should choose you from the competition

Ask these simple questions to test your UVP:

• What problem are you solving?
• What service are you selling?
• What are the benefits of using your service?
• Who is using your product or service?
• What makes your service unique?

Turn your headlines and sub-headlines into benefits and values. Go deeper into the root problem/value. The simple way is to use 5-why’s technique, i.e asking “why” till you get to the end benefit. Or you can ask “so what?”.

Let’s say you are building an alarm clock app. Why do people need it? If you ask yourself (or others) several “why’s” you will get to the root benefit, i.e ‘be on time”.  This is your UVP. It is not about a “world class alarm clock which is the best on the market and full of features”. It is about the benefit of it – “you will always be on time”.