In business and marketing, the UVP (unique value proposition) is a statement that clearly tells your potential customers how they will benefit from your offer, how your products or services will address their needs and solve their problems, and what makes your offer different from the competition. The term UVP is often used interchangeably with the term USP (unique selling proposition).

It is placed on the homepage of a website to make it clear to potential customers how you can improve their situation and add value to their life, and why they should buy from you. A Unique Value Proposition is a form of brand messaging that helps you make your customers fall in love with your company brand.

unique value proposition uvp definition

If you know how to find a profitable niche, choose the product to market online, and how to build a website, well, find out that it is not enough! You can offer a high-quality product, have a great site, and, however, orders may be delayed.

What to do? Let’s think about that a little …

What is the element that makes a business unique and/or different from all the others on the market? Why should people buy from you and not from other competitors? Do you promise to give them specific gifts, benefits or other benefits?

Advantages can include factors such as a more extensive product range, customer service, high quality, best prices, and so on.

In other words, you must make your business special in the eyes of your customers. You can do this by creating a unique selling proposition that you can then pass on to your target audience through sustained marketing.

What Is a Unique Value Proposition (UVP)?

Unique Value Proposition (UVP) is a phrase that briefly explains why the business you are proposing is unique. It gives potential customers a boost and, at the same time, a reason to do business with you and not with other competitors.

A good proposal can ease your marketing activity because it gives you a dominant position in a target market niche. When trying to find a proposal, put yourself in the place of the clients.

  • Think about the presentation of products and services from the point of view of the one who will buy them
  • Note what is really important to your customers
  • Find out why they would buy products and services from you and not from other competitors

The customers’ interest is focused on what the product can do for them, how it can help them concretely, how they can make their lives easier, or how they can get rid of a certain discomfort. Try to identify the pain points and resolve them.

Therefore, the key to success is to offer as many benefits as possible to counter the competitors’ offer. But be careful! It’s about benefits, not features.

What is the difference between them?

Benefits refer first of all to how the product brings more significant value in the eyes of the target customer, and features refer to the characteristics of the product, the mode of delivery, payment terms, etc.

For example, a lifetime warranty on a product is a particular feature. The benefit is underlined by the fact that the seller assumes all the risks of the transaction. This means that the potential customer does not consider any risk when buying the product. This is a benefit that must be highlighted!

The conclusion is that a good UVP should focus on the benefits of your offer.

What the Value Proposition Is Not?

Most business and marketing people you talk to admit that they know exactly what it is and how to define a value proposition, but in most cases, they say something that they think is a value proposition. What I’m trying to say is that they support a wrong opinion!

A value proposition is not a set of technical or jargon words, a recital of qualifications or licensing status, claims relating to your character, a slogan of company tagline, product-focussed, service-focused, or a rambling recital of your resume.

Any trader can claim that he is the supplier who offers the best services, using phrases like: “We are the fastest suppliers in the country”. Do you think it’s credible? I do not think so.

In fact, it’s just an empty phrase and a promise without cover. Why do I say this? Because this is impossible to prove practically.

What do you mean “fastest”? Even if this were true, it would really matter. Moreover, customers have heard such banal phrases.

Proposals of this type do not help the business plans, and on the contrary, they endanger it.

What does the Value Proposition consist of?

When formulating a unique value proposition, consider the following:

  • Be unique and, as far as possible, unique
  • To capture readers’ attention
  • Be difficult to copy or imitate

Let’s look at a Value proposition example:

“We deliver the package the next day from the order, or you do not pay the transport cost anymore!”

Will you realize what effect this promise can have? If you can respect it, you will definitely place yourself above the competition. You will also resolve one of the pain points that most of the customers mention. 

Let’s see, another unique proposal for sale coming from a company that sells burritos:

“We guarantee fresh and warm burrito at the door of your home in less than 40 minutes.”

In this example, if you cannot deliver within 40 minutes, do not write this down. Therefore, a good sale proposal must be:

  • Concise (one sure sentence is enough)
  • Clear (to be understood by everyone)
  • Unique (made up of the most important benefit your business offers)

Also, analyze the marketing potential that the unique value proposition UVP has in relation to the profit obtained.

For example, an expanded market niche can be accessed through an expensive and exclusive proposal. However, this does not guarantee that a high profit will be obtained.

Much more money can be obtained through a proposal that offers a discount on relatively cheap merchandise.

Do not try to mix them. Remember that the proposal is a tip; it offers assistance and service.

Once you’ve got a compelling value proposition, and a positioning statement, include it in all your ads. Make sure everyone is understood and respected. The proposal can be a core around which to build your entire business plans, success, fame, and well-being.

If you do not formulate it properly, customers cannot see it. Whenever customers need a particular product or service, your proposal should come to mind.

How to Craft a Powerful, Unique Value Propositions

identifying your unique value proposition UVP

To begin with, make a list of all the features of the product or service you offer. When you are done, resume each function from the client’s point of view.

What are the benefits? Make a list of the benefits of each feature. The unique value proposition must be focused on guaranteed benefits. So, remove from the list the benefits that competition offers. If you find that you still do not have enough benefits, then try to add new features that will bring new benefits.

When you determine which is the most crucial benefit for the sale proposal, ask yourself the following questions:

  • Which benefits are most important to the client?
  • What benefits are hard to come by the competition?
  • What benefits can be easily understood by target customers?

Once you have clearly identified the benefits you want to use, start writing a unique value proposition.

  1. Sit down at the table and write the first draft. Write down what your business is all about. Point out the features and benefits. It is mandatory to write several variants until you find a suitable formula.
  2. Discard the unimportant things. Keep doing this until you discover the essence of the business. Then, conclude it all in one sentence. This may take some time, but it is essential to be as concise as possible. 
  3. Eliminate generalities and repetitive words.
  4. Exclude ambiguous, unclear sentences.
  5. Focus only on the promises you can keep.
  6. Finally, review everything you’ve written and write the final form of the proposal.

The possibilities for creating a compelling value proposition, and a positioning statement, are practically unlimited. It is better to adopt a proposal that addresses a market gap that you can fill with the products on offer. But be careful! It is counterproductive to take such a proposal if you cannot keep your word.

The vast majority of entrepreneurs do not even have a single sale proposal. These companies do not always do very well, and their owners do not even suspect the real potential of their business.

Don’t repeat this mistake! Make a sale proposal as soon as possible. It must also be a unique selling proposition, something that differentiates you from others.

Research how other companies in this field have exploited this unique value proposition. You can draw inspiration from them but not copy them.

Don’t make promises if you can’t keep them, or create big advertising strategies. Customers will immediately realize that the information in the sale proposal is not accurate, and then they will be disappointed. Moreover, they will never return. Or do you prefer a credible company, which, by any means, tries to satisfy its customers, which has attractive prices and offers a guarantee?

A marketing strategy that includes your unique value proposition can improve your awareness in a competitive space where attention span matters more and more. 

In the online environment, things happen similarly. A person who does not know anything about the business you are promoting enters the site, researches the characteristics of the products, and then compares them with other similar products, which he already knows.

You have less than 10 seconds to capture the visitors’ attention span. If they do not immediately find out what you are doing and how you can help them, they will leave the site shortly.

Therefore, the sale proposal must be very clear and concise. Remember to include it in your marketing strategy.

9 Best Unique Value Proposition Examples

Brand messaging represents how the value proposition and terminology is used on your content. It is what makes buyers connect to a brand by motivating them, persuading them, inspiring them, and ultimately making them want to buy your merchandise. UVP Examples:

walmart unique value proposition uvp
Walmart’s unique value proposition
  • Domino’s Pizza: “A hot pizza delivered in less than 30 minutes or it’s free.”
  • M & Ms: “Melt in your mouth, not in your hand.”
  • Carrefour: “Everything under the same roof.”
  • Walmart: “Save money. Live better”
  • FedEx: “When it absolutely, positively has to be there overnight.”
  • Hyundai: “Right now, buy any new Hyundai. And if in the next year, you lose your income, we’ll let you return it.”
  • VISA: “It’s everywhere you want to be”
  • iPod: “1000 Songs in Your Pocket.”
  • Airbnb: “Welcome home, rent unique accommodations from local hosts in more than 190 countries.”
visa unique value proposition uvp
visa unique value proposition

How to Test Your Value Proposition

A/B Testing

The best way to test your value proposition is to craft two candidates, or, if you have tons of traffic, you can craft more candidates and split-test them. Ideally, pick the most accurate results and measure sales conversions for them. If you encounter problems in doing this, lead counts or even click-throughs will do. AB Testing is a digital marketing, growth marketing, strategy that helps in improving conversion rates and is used by all-important players.

This type of testing is one of the most efficient and fast ways to increase the number of conversions. AB test is the process by which you send two different variants of an email are sent to different groups of subscribers. It is important to remember that each group must receive only one variant of the email, not both, and they must be sent on the same day and at the same time. Then, track customer reactions and determine which variant has aroused the opinions that help you meet the proposed goals. By testing A / B, you will learn a lot about your site visitors and the type of content they respond best to.

Before you determine what you are testing, you need to set the goals, and what you want to achieve. For example, if you’re going to increase the number of people subscribed to the newsletter, you have to test the following elements: the registration form, its length and the required fields, the call-to-action button, the privacy policy. After examining these elements, you will surely get surprising results that will help you in developing a much-improved registration form.


Using Facebook or Google ads could be the fastest and cheapest way to do this. Split test ads with different value propositions that target the same customer and look after the ad with a higher CTR, also known as click-through rate. This doesn’t necessarily mean higher sales conversions. After this, you can send the traffic and the test conversions to a corresponding landing page. Advertising strategies can help you narrow your search to the main value propositions you can consider to use.

You can involve your customers in finding the right slogan / unique value proposition via Social Media. 

How Do You Write a Unique Value Proposition?

  1. Write down what your business is all about. Point out the features and benefits. It is mandatory to write several variants until you find a suitable formula.
  2. Discard the unimportant things. Keep doing this until you discover the essence of the business. Then, conclude it all in one sentence. This may take some time, but it is essential to be as concise as possible. 
  3. Eliminate generalities and repetitive words.
  4. Exclude ambiguous, unclear sentences.
  5. Focus only on the promises you can keep.
  6. Finally, review everything you’ve written and write the final form of the proposal.

What Is My Value Proposition?

To create a compelling unique value proposition UVP, start by brainstorming and focusing on what your demographic group needs to share. This can be achieved by conducting market research and keeping in mind the buyer persona of your clients. 

Keep in mind that the purpose of your value proposition is to identify and meet an unmet need that your target market has. Once you have found a common need, you will begin to develop your value proposition around that need.

How Do You Find Your Unique Value Proposition?

  1. First, build your reputation
  2. Always conduct and refine target audience research
  3. Try to adapt to your buyers’ personalities (buyer persona)
  4. Try to describe what your company doesn’t do
  5. You must know what’s your brand’s purpose
  6. Use clear and direct facts
  7. Test your value proposition with current and future clients
  8. Try to be yourself
  9. You must know what problem you Solve for your current and future customers
  10. Try to be consistent about it


What Is Meant by Unique Value Proposition?

Unique Value Proposition (UVP) refers to a statement that describes the unique benefit or advantage that a product or service offers to its customers or target audience. It is a concise and clear statement that communicates what makes a particular product or service different and superior to its competitors. The UVP should be compelling, and relevant, and address the pain points of the target audience. It is an essential element of effective marketing and helps businesses to differentiate themselves and stand out in a crowded marketplace.

What Are Examples of Unique Value Propositions?

There are many examples of unique value propositions across various industries. For instance, Apple’s UVP is a sleek design, user-friendly interface, and exclusive ecosystem that provides a seamless experience across all their devices. Amazon’s UVP is its vast selection, fast shipping, and hassle-free returns. Airbnb’s UVP is its ability to offer unique and authentic travel experiences that allow guests to live like locals. These UVPs effectively differentiate these companies from their competitors and communicate the unique benefits that they offer to their customers.

What Are the 5 Steps to Create a Unique Value Proposition?

The five steps to create a unique value proposition are as follows:
Define your target customer, analyze the competition, identify your unique selling proposition, craft your value proposition statement, and test and iterate to better meet the needs of your target audience.