5 Common Unique Value Proposition Mistakes to Avoid
It takes a great deal of work and thought to create a winning unique value proposition (UVP). Along the way, it’s easy to make one of these common mistakes.
Too Wordy[social_quote duplicate=”yes” align=”default”]Your Unique Value Proposition is for your customers to understand at a glance, so it should be quick and easy to read.[/social_quote] Don’t use vague wording, and avoid technical terms or big words a casual reader wouldn’t understand.
Out of Focus
If your UVP’s focus is too narrow or too broad, this can be a problem. If it’s too broad, you’re casting your net too wide and your offer won’t appeal to anyone. If the message is too narrow, it will alienate or shut people out. Make it specific but not so narrow that your market is reduced to 10 people!
The U in UVP stands for ‘unique’ and that’s what your proposition needs to be. It needs to be different from what your competition is offering. Check out your competition to see what they offer so that you can figure out how you can use your strengths to set yourself apart.
The Wrong Message
The message of your UVP needs to resonate with your market. Otherwise, you’ll drive them off. It needs to appeal to your market’s desires and feelings. In order to do this, make an effort to understand your market. Know your customers and how they feel about the companies they patronize. How will they perceive your product after reading the UVP?
Set It and Forget It
Finally, a unique value proposition will change over time. You may be able to use the same one for years, but trends and market conditions change. Keep listening to your customers and make changes to your UVP whenever their problems, desires, emotions or passions shift.