How to Create a Unique Value Proposition For Any Business

By: Indradip Ghosh | Published : 27 Dec 2021 |

Creating a unique value proposition for your business is the first step in the marketing process. It’s what sets your business apart from your competitors and can make the difference between success and failure. But how do you actually create it? After reading this blog, you’ll have an understanding of how to come up with a value proposition that will stand out among other businesses.

The value proposition is probably the most important thing you can test on your site. If you get it right, it will be a huge boost to your conversion rate. If you get it wrong, fixing it will be painful. 

So if you want to learn how to perform customer research for your business, this list is for you.

Table of Content

  1. What your value proposition says about you to your customers
  2. How to get clear on the benefits you offer and how those benefits speak to your customers’ most compelling needs
  3. How to put it at the center of every piece of copy you write
  4. How your value proposition matches with what your product/ service does
  5. Takeaway: If you’re not making this crucial element clear, it’s time to change that
  6. 5 ways to create a unique value proposition in a competitive niche market

1. What your value proposition says about you to your customers.

What is the value proposition? It’s a promise of value to be delivered. It’s the primary reason a prospect should buy from you. A value proposition is what someone reads about your product or service that makes them decide they want to learn more about it.

No matter how good your products and services are, if customers don’t understand their benefits, they won’t buy them. This is why making a great product isn’t enough—you need to make sure people know how great it is before they buy it.

So, What is your value proposition? Your value proposition is a 30-second sales pitch that tells your customers why they should do business with you. It should include the product or service you offer, your unique appeal, and the reason to buy now.

It’s important to have a value proposition because it sets you apart from your competition. You don’t want to be another widget seller in a sea of widget sellers; you want to be the widget seller people turn to when they need widgets and not just any widgets.

Your value proposition is often the first thing potential customers see about you on social media or in an email. Having a strong value proposition will help draw them in and entice them to stay on your site or subscribe to your email list.

Here are some examples of successful value propositions:

* “If you’re looking for great coffee at low prices, check out our coffee shop.”

* “We are a full-service accounting firm that offers free consultations!”

* “Award-winning burgers served on homemade buns with all-natural ingredients!”

* “The best selection of makeup, skincare, fragrances, and more at discount prices!”

This is one of my favourite value propostion example:

This is how Evernote address their value proposition. ‘Feel Organized without the effect’. For working professionals organized themselves is one of the tightest jobs. 

Instacart conveys both the convenience and timeliness of their product while not setting expectations too high (i.e., “in as little as 1 hour”). Most businesses have lots of moving parts that can sometimes break, and setting expectations straight from the start is essential.

2. How to get clear on the benefits you offer and how those benefits speak to your customers’ most compelling needs

Benefit-driven messaging is a powerful way to differentiate your product or service in the minds of your customers.

What are the benefits of your product, and how can you clearly articulate those benefits to your customers? How does what you’re offering to solve their problems and meet their needs?

This is where it helps to focus on the end customer as well as your organization. The customer comes first, of course. But if you don’t understand the unique value that you offer and how it helps them solve their problems, it’s going to be difficult to effectively communicate that value.

There are several key questions that will help you get clear on the benefits you offer:

1) Who is your customer? What do they really need?

2) What problem are you solving for them?

3) What is it about your products or services that are unique and valuable?

4) How do they know they can trust you?

But First, you need to identify your customers need and identify the right solution for them

When it comes to identifying the right solution, a few things are as important as understanding each of your customers’ core needs. Core needs are what they want out of a product or service – what they want to achieve.

For example, if a customer wants to improve their health, that is a core need. If they want to lose weight, that is also a core need. But no matter how much people want to lose weight there is only one way to make it happen: change their eating and exercising habits. A person can lose weight in many different ways but only one way will lead to success over the long term.

(This is how Plaid your value proposition on their PPC landing page. It’s typically more important to focus on what your product does and who it serves — leaving other details such as pricing for another time. )

Even if you think your company offers similar products or services as competitors, chances are different in how you deliver on those core needs. And it is this difference that can make your products or services more valuable than those of competitors.

I ran across a neat exercise recently that helps you get clear on what you actually do in your business. It’s called the “What, How, and So What” exercise, and it takes less than five minutes to complete. Here’s how it works:

Step 1: Write down what your service or product does for your customer. Example: “We help busy people be more productive.”

Step 2: Then write down how you deliver that service or product to your customer. Example: “We provide weekly training sessions where I help people create a daily planning process. We also have an online forum where they can ask questions and get support.”

Step 3: Finally, write down the “so what?” question: Why does this matter to my customer? Example: “So what? I always know what to do next in my day and week so I can be more productive at work, home, and play.”

You can use this same process for your entire business — not just for one project or program, but for everything you do. In fact, most of the time when we don’t know why we do something in our business, it’s because we aren’t motivated enough. 


3. How to put it at the center of every piece of copy you write

(When writing your value proposition, consider how you envision your product changing the world through your mission. Think of it as the missionary for your product. Content is not a product or service. It’s an experience. And humans are big on experiences. )

Content is all about creating connections. A great piece of content makes an emotional connection with audiences that makes it clear why they should consider doing business with you.

Think of writing a sales page as the start of a conversation.**The copy will be the first thing that your potential customers see, and it needs to make an emotional connection with them and convey why they should consider working with you in the first place.**

Don’t try to force this though, it needs to come from your heart and if you try to make it sound different from how you really feel, it will likely make your customers feel awkward.

The copy is also where you need to connect with your customers on a personal level. This might include your story, what inspired you to start up your business or charity, and why you decided to do what you are doing now.**

It’s important that you keep your customers engaged by making them want more, so ensure that the copy doesn’t just give information but also excites the customer about what’s coming next.**This will help build trust and create anticipation for the future content that they can trust in.

The secret is to start with a piece of content that directly addresses your audience’s pain point or hot button. The copy needs to convey why they should consider working with you in the first place. This might sound overwhelming, but the process is actually very simple.

Imagine you’re sitting down with a new client and they ask you what makes you so different from other companies in your industry. You reply by telling them how seriously you take customer service, how much effort and care you put into your products, and how this ultimately helps your customers succeed. That’s a great place to start writing copy that will inspire people to buy from you rather than your competitors.

It’s also important to remember that the best copy isn’t always about you – it’s about your customers and prospects. So, instead of starting with what makes your company special, focus on the problems that exist for those who aren’t using your services yet.”

4. How your value proposition matches with what your product/ service does

(Being direct and matter-of-fact is a great strategy for quickly conveying what your product does — especially if your product aims to serve a large and wide-ranging demographic. )

Do you know why people hire a pet sitter? Or buy insurance? It’s not because they are lazy. It is because we all have limited energy and we need to make choices.

So how do you stand out? How can you make your offer so attractive that people will hire you or buy from you instead of one of your competitors?

One way is to think about what differentiates you from your competitors. What is the value proposition that makes your service worth more to your customers than the competition?

A value proposition is your promise to the customer. It answers the question: “What’s in it for me?”

The value proposition is a key factor in attracting customers and keeping them loyal. Your products’ performance, quality, and usability are important. But they aren’t enough; you need something more.

Your value proposition must answer the question: “What’s in it for me?” It needs to be unique, memorable, persuasive, and clear. This is what will set your offering apart from competitors.

It’s easy to confuse your product with your value proposition. They are different things. Your product may offer great features, but if it doesn’t do so in a way that makes customers feel that their needs are being satisfied, then you’re on the wrong track.

Tone and style are important elements of the value proposition; they help define how people see you. Take care not to go overboard; too much enthusiasm can be irritating (and annoying). So can too much emotion (and pity). You want to come across as a helpful and friendly business concern instead of a pushy salesman.

Also, remember that your tone should match that of your target market. Would your current customers describe you as friendly or knowledgeable? If you have an existing client base. 

4. Takeaway: If you’re not making this crucial element clear, it’s time to change that.

If you’re not making this crucial element clear in your value proposition, it’s time to change that. Because whatever else you do, if you don’t make the value proposition clear, you won’t be able to convince people to buy.

Website Copy: Your website content needs to make an emotional connection with people and convey why they should consider working with you in the first place. It needs to be in plain language, free of industry jargon and buzzwords, yet still include all of the information that potential customers might find useful or interesting. 

Include everything that’s relevant to your business, yet keep it short enough so that you can cut to the chase of why they should care about your products and services. Don’t be afraid to go a little left field with your creativity if it makes sense for your business. The purpose of the value proposition is to sell people on doing business with you; don’t settle for anything less than extraordinary when you’re crafting it.

Visualization: People are much better at visualizing problems (and solutions) than reading, so don’t bury your most important point in the text. Make it easy on them by boiling down your solution into a short and sweet value proposition.

4.  5 ways to create a unique value proposition in a competitive niche market

Competition is one of the most common reasons for failure in business.


A lot of entrepreneurs start their businesses because they see a gap in the market or a need that is not satisfied. When somebody sees an opportunity like that, he or she usually goes for it. However, often there are too many people who have had the same thought, and as a result – fierce competition arises.


The main goal of any entrepreneur must be to create a product or service that differentiates itself from all others on the market. By doing so, it will be harder for others to imitate you and compete with you.

Here are 5 ways to create a unique value proposition in a competitive niche market:

  1. Create a product that serves a group of customers no one else has noticed before – The best way to create a unique value proposition in a competitive niche market is by creating a product or service which serves a group of customers no one else has noticed before.


  1. Provide customer service which other companies do not provide – You can also create a unique value proposition in a competitive niche market by providing customer service which other companies do not provide. This will make your customers feel special and appreciated. 


  1. Offer high quality: If you have a high-quality product or service, then say so! Tell people why they should buy from you because it’s of higher quality than other products or services in the industry. People appreciate the truth, so telling them what sets you apart can be a great way to express your UVP and make a statement about who you are and what you represent.


  1. Immersion: Get involved in your niche market space, make connections everywhere possible. Write blogs, create videos, hire influencers, go and speak about local events. If you are B2B Martech space then do it all. Focus on your personal branding. Because personal branding is more important than your corporate branding. 



5.  Conclusion 

Your mission should be to identify your customer’s pain points, whether you’re a large corporation or the owner of a small startup. You must be tuned in to what they really need and value. 

Once you know that, study what companies are developing similar services and products in your industry and see how you can do them better. Narrow down all the things that your customers want into three things you offer better than anyone else: speed, quality, or customer service. 

Now communicate it to everyone you know as much as possible. Finally, write it down and repeat it again and again until everyone in the company knows both the spoken message and the writing version by heart. 

Keeping your message simple often proves more effective than repeating catchy slogans no one bothers to understand. Holding on to this simple mantra will lead you closer to how to create a unique value proposition for your market.

I hope that by reading this article you’ve gained new insight into how to write an effective value proposition, and we recommend you do a bit of experimenting with your own on the site. As you can see, it’s not just a one-size-fits-all approach. Some people may need only one sentence to explain their product or service; others might need two paragraphs and three bullet points. Either way, make sure your value proposition is convincing and clear.

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By Indradip Ghosh

I'm the Founder of Conversion Valley Agency. ... I'm a serial entrepreneur and a conversion optimization Expert. I'm passionate about driving change and growth through digital optimization.


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