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How to leverage your unique value proposition and get results

Discover your unique value proposition - lisa patrick

How To Leverage Your Unique Value Proposition and Get Results

Whether you are aiming to connect with people and build on your relationship capital, attract customers, or fuel growth, setting yourself apart is key.  This is where your Unique Value Proposition (UVP) comes into play – it acts as the fingerprint, that lays the foundation for making connections which results in becoming part of the DNA of your marketing, branding, and business growth strategies.

Your Unique Value Proposition ( UVP ) creates a compelling reason for customers and clients to choose your business over others. It’s what sparks the right actions and connections needed to achieve the outcomes you’re aiming for, not only for yourself but also for those you’re trying to impact.

The Power of a Well-Crafted Unique Value Proposition

Think of A well-crafted Unique Value Proposition ( UVP ) as your greatest advantage  – your bravura – it’s like having a secret weapon in your business arsenal. is your secret weapon, differentiating your business from competitors and compelling potential clients to take notice. Think of it as a tool in your toolbox, setting you and your business apart from the competition and grabbing the attention of potential clients.

Never keep your Unique Value Proposition ( UVP ) to yourself!  Sprinkle it across all kinds of interactions. Whether you’re wooing investors for funding, leading teams, creating marketing magic for different platforms, building or altering your existing website, or nailing your social media game – your UVP is the star of the show.  Your Unique Value Proposition ( UVP ) is why people talk positively about you behind your back. 

Example and Unique Value Proposition Analysis

In every conversation, your Unique Value Proposition ( UVP ) is pivotal in leaving a lasting impression. Connecting with others, helps you stand out in the room, making you memorable and sparking conversations long after you’ve left. However, crafting an effective UVP requires careful consideration and empathy for your audience. Let’s explore an example of a UVP and see what makes it effective:

Example: Software as a Service (SaaS) Company

UVP: “Streamline Your Project Management with Automated Collaboration and Real-Time Insights.”

This SaaS company offers project management software, and its UVP effectively captures its target audience’s attention.

Let’s break it down:

  1. Target Audience: Businesses of various sizes and industries seeking effective project management solutions.
  2. Unique Qualities: The UVP highlights two key features: automated collaboration and real-time insights. These set the software apart, showcasing its ability to streamline project management processes.
  3. Benefits: The UVP communicates the benefits clients can expect, such as increased efficiency, improved teamwork, and data-driven decision-making. It addresses pain points like manual collaboration and the lack of timely insights.
  4. Differentiation: By focusing on automation and real-time insights, the UVP positions the software as a cutting-edge solution with a competitive advantage over other options.
  5. Communication Channels: The UVP is prominently displayed on the company’s website, and marketing materials, and used in sales pitches to effectively communicate the unique value of their software.

I’d challenge this Unique Value Proposition ( UVP ) as too much of a focus on the ‘features’ and if I controlled the messaging, I’d rewrite it to say, Reclaim Your Time and Boost Efficiency: Automate Collaboration and Gain Real-Time Insights for Streamlined Project Management.

However, even sophisticated AI like Chat GPT can miss the emotional connection that truly resonates with humans. People make decisions based on emotions, not just features. So, while the features highlighted in the example Unique Value Proposition ( UVP ) are essential, they miss the emotional connection.

Havard Business Review explains that tapping into that “emotional connection” increases the value of consumers as long-term assets, providing an example of a bank whose new credit card users increased by 70% and new account growth rose by 40%.

A great corporate example of connecting emotion to the UVP, is connectFirst Credit Union, under the direction of former CEO Wellington Holbrook, they rebranded the bank and came into the market with the UVP of ‘Bank Where You Belong!’ 

This Unique Value Proposition ( UVP ) suggests that the bank understands the customer’s sense of belonging and aims to provide a financial experience that resonates with their personal values, preferences, and aspirations.

By using the phrase “bank where you belong,” the bank is positioning itself as more than just a financial institution. It’s presenting itself as a place where customers feel like they’re part of a community, understood, and supported. This emotional connection taps into the customer’s desire for a banking partner that aligns with their individual needs and values.

This Unique Value Proposition ( UVP ) taps into individuals’ innate desire for meaningful connections by anchoring on the concept of belonging. It creates an emotional resonance that goes beyond a mere transactional relationship with a company, making customers and employees alike feel seen, understood, valued, and most importantly part of a community.

This concept of emotional connection is one of the many reasons that prompted me to start to write the book “Belongonomics.” Recognizing the influential role of emotionally charged UVPs, part of the book will explore how UVP can transform interpersonal interactions and create relationship capital that has been built on for years for connection-based entrepreneurs.

The Unique Value Proposition ( UVP ) “Bank Where You Belong” exemplifies this philosophy, demonstrating how emotional ties foster engagement, loyalty, and growth on a personal level. Patrick’s book underscores how emotionally resonant UVPs are instrumental in fostering authentic connections, nurturing relationship capital, and driving positive change in both individual lives and collective communities.

Elevating Your UVP with Emotional Connection

To truly elevate your Unique Value Proposition ( UVP ) and connect with your audience, you must tap into their emotions. Going back to the First Bank example, the UVP could be further enhanced by addressing the underlying problem clients face: the desire to trust and connect with the institution that protects their financial livelihoods.

Consider the connectFirstCreditUnion Bank UVP:

 ‘Bank Where You Belong!’

This revised UVP taps into the emotional aspect of time management, showcasing how the software not only automates tasks but also empowers users to focus on what truly matters to them. What is the benefit of – how does the software ultimately play a behind-the-scenes role of the story so the hero ( customer) ultimately gets what they desire first – how is what always comes second? Emphasizing the emotional connection helps clients visualize the benefits and ultimately makes the UVP more compelling.

Where and How To Use Your Unique Value Proposition

A unique value proposition as you now know, serves as so much more than just a guide for all marketing and PR campaigns. You may not use it word for word, but it keeps all messaging centered on what matters most. However, we all have marketing needs so let’s explore more ways to integrate your UVP with your brand:

Marketing Materials: Incorporate your UVP in your marketing materials, including brochures, flyers, and advertisements, to capture the attention of potential customers and stand out from competitors.

Website: Showcase your UVP prominently on your website’s homepage and landing pages to instantly communicate what sets your business apart and why visitors should choose you. For my company Bravura Branding, have a look at how we positioned the Unique Value Proposition ( UVP )

Social Media: Use your UVP as the thread that is woven throughout your social media posts and bios to create consistency in your messaging and reinforce your brand identity.

Email Campaigns: Include your UVP in email campaigns to emphasize the unique benefits of your products or services and drive engagement.

Sales Presentations: Integrate your UVP into your sales pitches and presentations to create a compelling case for why prospects should choose your offering.

Pitch Decks: When seeking funding from investors or partners, your UVP should be a prominent part of your pitch deck, clearly showcasing the value of your business but more importantly why you will get investors their money back and the returns you’ve projected.

Customer Communications: Use your UVP in customer communications, such as welcome emails and follow-up messages, to reinforce your brand promise and maintain consistency.

Networking Events: Your UVP can serve as your conversation starter or as some refer to as ‘the elevator pitch’ at networking events, quickly introducing yourself and making a memorable impression. A great example of this is when someone asks me “what do I do?” I will respond with ‘I become your best opportunity!  Because I will solve your biggest problems.  So, what’s one of the biggest problems you are looking to solve? 

Product Packaging: Incorporate your UVP on product packaging to communicate its unique qualities to potential buyers.

Advertising Campaigns: Craft ad campaigns around your UVP to create a strong and consistent message across different media channels.

Remember, the key is to use your Unique Value Proposition ( UVP ) with Bravura – brilliance, consistently and effectively across all touchpoints of your brand to create a strong brand identity and resonate with your target audience. This is, after all, one of the foundation pillars of my branding company, BravuraBranding.com 

In Conclusion

Crafting a compelling UVP is an iterative process, but the effort is worth it. By honing in on your unique qualities and connecting with your audience emotionally, you can create a UVP that sets your business apart and resonates with your ideal clients. Whether you’re a seasoned business or a startup, harnessing the power of an effective UVP can lead to business growth, a strong brand identity, and long-term success. So, don’t just focus on features; connect with your audience on an emotional level, and let your UVP shine as the driving force behind your business’s success.

Ready to Craft Your Irresistible UVP? Download my free ebook, The Distinction Factor: How to Find Your Unique Value Proposition.

It’s time to discover how to unlock the secret sauce of a compelling Unique Value Proposition that will set your business apart in 2024 and beyond.

Love, 
Lisa

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