What Is a Unique Value Proposition and Why Is It Important?

A Unique Value Proposition, or UVP, is a simple statement that succinctly describes what you offer, how it will benefit your customer, and ideally what makes it better than your competitors’ offerings. You want to be as specific as possible here without divulging into unnecessary detail.

A great example is “Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.” Without explicitly saying so, Uber highlights everything that is bad about traditional taxi services and points out how its service is superior.

With so much choice available, especially online, a UVP is important to help encourage people to buy from you instead of from someone else. And with ever-decreasing attention spans, you have around ten seconds to get across to your website visitors what you are offering and why they should buy it from you. If they don’t feel their needs have been addressed, they will be gone in a click, searching elsewhere instead.

Don’t confuse a UVP with a strapline. A strapline is a brief sentence to capture your company and its values. Although similar, a UVP is usually a bit more specific to describe what makes your business different.

Why not take some time to sit down with a pen and paper, and write down the reasons why you believe that your company is the best choice for your customers. This should help you come up with an engaging UVP that totally sums up your business.