Unique Value Proposition
Quick definition
A unique value proposition (UVP) is a clear statement of the specific benefit a product delivers to a defined customer and why it is better or different from the alternatives.
What a strong UVP answers
- Who is it for?
- What problem does it solve, or what gain does it deliver?
- Why is it better or different?
- Why should the customer believe it?
UVP and tagline
A tagline is a short, memorable phrase for use alongside a brand name, and it need not state the full benefit. A UVP is the underlying promise, usually longer, that guides landing pages, ads and sales messages and can be shortened into a headline.
Writing one
- Start from customer research and use the customer's own words.
- Be specific rather than generic: “better quality” says little.
- Focus on one main benefit.
- Test headline versions with real audiences.
Example
A meal-kit service for busy parents writes: “Dinner on the table in 20 minutes, with ingredients pre-portioned so nothing goes to waste.” It names the audience, the main benefit and what is different.