These days, it’s a common occurrence for those who go online to see hundreds of product ads.
What happens most of the time is that these ads get ignored, except for a select few that end up converting apathetic visitors into avid consumers.
So, what sets these select few apart from the rest of the products and services they are competing with?
It’s simple: It has to do with a product or service’s unique value proposition (UVP).
The Benefit of An Offering Versus What Makes It Unique
With so many options to choose from, creating copies that convert is one of the hardest things a marketer or writer has to pull off.
This is why to differentiate yourself from the rest, you need to leverage and integrate your UVP into your messaging and copies.
A UVP explains to readers or target consumers why they should buy a product or service in the face of numerous alternatives.
… BUT wait, doesn’t this sound so similar to what’s called a unique selling proposition (USP)?
This is a topic we talked about in a previous “Write with the Pen of the Masters” article.
Basically, we mentioned that a USP refers to a key benefit or characteristic that sets a brand, business, or product apart from its competitors or alternatives.
While both USP and UVP look like similar concepts, there’s actually a distinction between the two.
First, while both enable you to set yourself apart, a UVP answers these crucial questions:
- What does your product or service provide? What is its key benefit?
- Why do your prospects need your product?
- Why and how is your offer different from your competitors?
Meanwhile, a USP focuses on what makes your product or offering unique.
Simply said, a UVP focuses on what you have to offer to your prospect and a USP focuses on what makes your product or service stand out.
With that explanation out of the way, we cannot emphasize the importance of a UVP enough since it’s what helps customers understand why the option you’re providing is the right one for them.
Your UVP, when crafted and articulated with your prospects’ need in mind, will enable you to turn disinterested prospects into highly invested brand advocates that buy into and promote your product or offering.
So, how exactly can you craft and integrate your UVP into your copies and other marketing content?
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Identify what your prospects need.
You cannot craft a well-articulated UVP if you do not know about your prospects’ pain points in the first place.
This is a crucial step in the process because understanding your prospect is what will enable you to best articulate your offerings in a clear and persuasive manner.
Doing this isn’t limited to new prospects. You can and should look into what your existing customers, subscribers, or readers need as well so you can create a UVP that not only attracts new prospects into the fold but also retains ones that you already have.
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Look into your competitors.
You may already know what your prospects need and already have the offerings to match, but all of those would mean nothing if you don’t know how you can articulate what makes your products or services stand out from your competitors.
By taking a close look at your competitors, you’ll be able to find out how you can position your brand against theirs, giving yourself a better chance of crafting a UVP that can convert well.
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Test, test, and test.
Once you already know what your prospects need and how your competitors stack against you, it’s time for you to craft your UVP.
UVPs can take on many forms, but it’s typically composed of a two- to three-sentence write-up.
Just like with any form of written content, nailing your UVP on the first draft is going to be very challenging, so don’t hesitate to try out multiple versions, making sure you clearly articulate your message.
Once you have a few versions of your UVP, make use of split tests to find out which version will resonate best with your prospects.
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In a digital landscape that’s highly saturated, having the best product simply won’t cut it.
You need to craft a well-articulated UVP and leverage it to put yourself in a position where you can turn lukewarm prospects into highly enthusiastic advocates for your brand.
By doing so, you’ll be able to create copies and other write-ups that effectively set you apart from the rest of your competitors.
Hope you find today’s topic insightful and helpful!
About The Dynamic Marketing Communiqué’s
“Wednesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write copy for any brand or for your company, your aim is to make an impact and…
… to get people to remember.
Getting people to remember means getting consumers to buy your product or avail of your service.
… and when you get your content to deliver the results you want, THAT is great copy!
Every Wednesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you find this week’s insights interesting and helpful.
Stay tuned for next Wednesday’s “Write with the Pen of the Masters!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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