Posted in: Personal Growth

Unique Value Proposition Why You Should Have One

A Unique Value Proposition (UVP), in its strictest sense, provides concise insight on how what you have to offer will champion the specific needs of your clients.

In other words, for your target audience, it is what you bring to the table that your competitors do not.

Unique Value Proposition for Career and Personal

There is another application for a UVP that you can embrace. Doing that will enhance your career opportunities as well as your relationships and personal growth.

First, the UVP formula.

Unique Value Proposition Formula What Who How

The makeup of a quality Unique Value Proposition follows these three criteria:

  1. What
  2. Who
  3. How

 

1. The ‘what’ answers the question “Here is what I offer.

Do not ramble or pontificate. Speak the language of your target audience or niche.

2. The ‘who’ describes your target audience or who your offer is geared toward.

It also clarifies the requirements to qualify for what you offer. Specifically, if you say everyone is your target audience, then no one is. No one is because it is unrealistic to suggest you could service every need. And, without describing who you really want to service, you will not attract the right people.

3. The ‘how’ addresses how your products or services will meet the needs or solve the problems of your target audience.

How’ is what makes your offer or service different from the competition.

UVP Structure Clear Everyday Language

The structure of your Unique Value Proposition ought to be concise, easy to understand, define what you offer, and for whom in a couple of sentences.

Like an elevator speech, it should roll off your tongue confidently, with authority, and in a matter of a few seconds.

Most importantly, you need to hit the what, who, and how in clear easily understood language. No fluff! No fifty-cent words.

Here is a caution. You will eventually share your Unique Value Proposition so many times that you could easily speed through it. Do not let that happen. Sharing your UVP might be the tenth, hundredth, or thousandth time for you. But it is the first time for the person in front of you. Short-change them by rushing through it and you will be short-changing yourself.

Who Qualifies For Your Offer or Service

A quality Unique Value Proposition also serves as a filter. It is the start of your sorting process.

By clarifying upfront who you can best serve, it will reduce the need to invest time and energy chasing leads that are outside your niche. As Tom Peters penned, “Stick to your knitting.” This makes it clear to stay focused on what you do best.

Example of a Quality Unique Value Proposition

The following is an example of a Unique Value Proposition. It is only 33 words. No fluff. Clear and concise.

I provide how-to information and support to enthusiastic entrepreneurs and small business owners determined to create and manage their own website. I show them how to save time, save money, and get results.

When we dissect this UVP using the What, Who, How formula we see:
1. What … the offer:
… how-to information and support …

2. Who … the target audience:
… enthusiastic entrepreneurs and small business owners …

Qualifications to be a client:
…. determined to create and manage their own website …

How … offer will meet the needs of the target audience?
… save time, save money, and get results …

Significant Personal Application for Your UVP

Consider this, you are being interviewed for a more senior position. The Human Resources Manager asks, “Why should we consider you for this position?”

Is that not the same as a prospective client asking, “Why should we do business with you?

A Personal Unique Value Proposition follows the same creation criteria.

1. What you have to offer.
2. What type of organization, position, or opportunity would be a good fit.
3. How your skills, experience, knowledge, leadership will achieve the required results.

Having a Personal Unique Value Proposition instills confidence and demonstrates that you are clear about who you are and what contribution you are able to provide at this time.
Note the words “at this time”. Even in business, a unique value proposition is a living credo. Over time it will change to meet the changes in your business, career, and life.
A UVP is not static. It is not forever. It requires monitoring so that you do not become outdated. It requires ongoing review to stay current.
What is certain, a quality Unique Value Proposition will catapult you ahead of your competition.

UVP Instills Confidence, Focus, Desire

Having a Personal Unique Value Proposition instills confidence and demonstrates that you are clear about who you are and what contribution you are able to provide at this time.

Note the words “..at this time”.

Even in business, a unique value proposition is a living credo. Over time it will change to meet the changes in your business, career, and life.

A UVP is not static. It is not forever.

It requires monitoring so that you do not become outdated. It requires ongoing review to stay current.

What is certain, a quality Unique Value Proposition will catapult you ahead of your competition.

Question: How has a UVP benefited you?

Let us know in the comments below.

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