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Dear Reader,

Imagine this: You’re at a party, and you see someone who catches your eye. You walk over to them and strike up a conversation.

You find out that they have the same hobbies, interests, and goals as you. You feel an instant connection.

But then, they ask you a question that stops you in your tracks:

“What do you do?”

You freeze. You don’t know how to answer. You don’t know how to explain what makes your product or service different from the rest.

You mumble something vague and generic. They lose interest and excuse themselves.

You just missed a golden opportunity to make a lasting impression.

Don’t let this happen to your brand!

Your brand needs its own Unique Value Proposition (UVP)

A great UVP could be the difference between losing a sale — and closing it.

But how do you actually write a UVP that’s strong enough to lift conversion rates and sales?

Let me break it down for you, with examples!

#1: Define who your product or service helps

Your UVP should define the target market for the product or service. You want your customers’ ears to perk up when they read a statement or hear a commercial and think, “Hey, that’s me!”

Don’t make your audience guess whether the product or service is meant for them — tell them it is.

For example, here’s a UVP from Evernote, a note-taking app:

“Remember everything important. Evernote helps you capture and prioritize ideas, projects, and to-do lists, so nothing falls through the cracks.”

This UVP clearly defines who the product is for: people who want to remember everything important and organize their ideas, projects, and tasks.

#2: Label the pain point(s) your product or service solves

Your UVP should label the pain point(s) your customers (and maybe you) feel day-to-day that your product or service can help alleviate.

Once your customer identifies their problem, they’ll start looking for a solution — and it’s a good thing because that’s what you’re about to give them next.

For example, here’s a UVP from Slack, a communication and collaboration platform:

“Slack is where work happens. Slack brings the team together, wherever you are. With all of your communication and tools in one place, remote teams will stay productive no matter where you’re working from.”

This UVP labels the pain point of remote work: lack of communication and collaboration.

#3: Describe how your product or service helps them

Your UVP should illustrate how your product or service makes your customer’s life better. Focus on benefits and steer away from features.

Benefits answer the question “What’s in it for me?” while features answer the question “What is it?”

For example, here’s a UVP from Spotify, a music streaming service:

“Music for everyone. Millions of songs. No credit card needed.”

This UVP describes how the product helps the customer: by providing unlimited access to music without any cost or commitment.

I hope you enjoyed this newsletter and learned something new. If you want to learn more about how to write a UVP that converts, reply to this email!

Until next time,

Tulika

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