The Confident Copywriter

Posts Tagged ‘unique value proposition’

This topic has started a firestorm of discussion here at The Confident Copywriter and across social media. Some have claimed there is no such thing as a “UVP”, chiding me for using the abbreviation as a stand-in for “Unique Value Proposition”. Others claim the UVP has been replaced by the USP, “Unique Selling Proposition” a more modern version but with the same basic meaning.

I don’t enjoy getting ‘bashed’ by those who…ahem…strongly disagree with my opinions. But for you, dear reader, I’ll jump back into the fray one last time. Decide for yourself if these terms are the same or different. Determine how you can grow your business by understand how your company is different. But above all, don’t ignore the importance of differentiation. It’s the lifeblood of your business and, sometimes, the very act of writing it all down is a journey in itself.

Jeff Smith at Info Marketers Zone states, “Your unique value proposition is a clear statement, in line with your market’s challenges and desires, communicating the unique contribution your company, product and services provide to your market different than your competitors.” (Source: http://bit.ly/cw8hlG )

Wikipedia states, “The Unique Selling Proposition (also Unique Selling Point) is a marketing concept referring to any aspect of an object that differentiates it from similar objects. Businesses use USPs as a basis for their marketing campaigns.” (Source: Wikipedia.com (adapted))

In other words, it’s all about what makes one product or service different from and, perhaps ‘better’ in the consumer’s eyes than the competition.

According to Rosser Reeves (1961; Reality in Advertising), the USP is widely misunderstood, (even more 40 years ago). Reeves offers this precise three-part definition:

1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit.”
2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique – either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.

Clear as mud?

Your Unique Value Proposition, Unique Selling Proposition, UVP or USP…whatever you want to call it…showcases how your company, products and services differ from your competitors, so consumers can decide which brand to do business with. For example, you may sell the exact same widget as 20 other companies, but your company may be committed to green initiatives, whereas your competitors are not. This brings unique value to your offering.

Regardless, successful business ownership is not really about uniqueness; not much on this planet is truly unique, aside from people. Success is about standing out in a market crowded with similar products and services. Simple to say. Not so easy to articulate.