Unique Value Proposition (UVP): How to find what makes you unique

Home » Unique Value Proposition (UVP): How to find what makes you unique

What you will discover in this article:

• What is a UVP really (and what it is not)
• The formula for writing your value proposition
• Examples of effective UVPs for local businesses
• How to test if your UVP really works

If you had to answer the question in 10 seconds: "Why should I come to you and not your competitor who costs less?", what would you say? If the answer is "because we are professional" or "because we have quality," you have a strategy problem.

What is a UVP really (and what it is not)

The Unique Value Proposition is not a payoff or a creative slogan. It is a clear statement that explains:

1. How your product/service solves a customer problem.
2. What specific benefits you offer.
3. Why you are different (and better) than others.

It's not "Quality since 1980". It's "Smartphone repair in 30 minutes with a lifetime warranty, even at home".

The formula for writing your value proposition

You can use this simple template: [Product/Service] that helps [Target] to [Solve a problem/Get a benefit] through [Differentiating Element].

Example for a restaurant: "The first restaurant in Aprilia that serves only 60-day dry-aged beef, for those looking for the authentic taste of the grill without compromises."

Examples of effective UVPs for local businesses

• Gym: "Get back in shape with just 2 20-minute workouts a week, ideal for busy entrepreneurs."
• Plumber: "We arrive within 1 hour of the call or the call-out is free. Active 24/7 in Aprilia and surrounding areas."
• Shoe E-commerce: "The most comfortable shoes in the world for those who work on their feet, with a 30-day free home trial."

How to test if your UVP really works

Put your value proposition on your home page or in your Instagram profile. If a complete stranger immediately understands what you do and why you are useful to them, you are on the right track. If they have to scroll 3 pages to understand it, you need to simplify.

At MKDA we always start from the UVP: without a strong identity, marketing is just an expense, not an investment.

Author: Matteo Kiramarios

Founder of MKDA. Expert in positioning strategies for SMEs who want to stop competing on price.