What Is A Unique Value Proposition?
In short, a unique value proposition (UVP) explains why consumers should book with you.
It is arguably the most important consideration you will make when optimizing your website. Without a compelling reason to buy from you, there is nothing to optimize.
What’s In It For Me? (WIIFM)
A great UVP is not about you, your business, or the experiences you offer. It’s about your customer.
To write a benefits-driven value proposition, try taking the perspective of your ideal customer and ask the question: “What’s in it for me?”
Your Unique Differentiator
Your unique value proposition should clearly explains why your visitors should book with you instead of your competition.
If you have no direct competitors in your area, you are still competing with other tour and activity offerings in your area. What makes your choice of activities more compelling than theirs?
How To Write A Unique Value Proposition
The Simple Method
Writing a strong but concise value proposition can be difficult. Here are a simple set of question that will make writing your UVP easy:
What do your provide?
Who is your audience? Who should book your activity?
Why should they book? How do you differ from your competitors?
What: Zipline & Challenge Courses
Who: Outdoor Thrill Seekers
Why: California’s tallest ziplines
“California’s Tallest Ziplines & Challenge Courses
for Outdoor Thrill-Seekers”
The Advanced Method
In a Harvard Business Review article, Kevin Keller offers a powerful framework to help identify your value proposition, shown in the Venn Diagram below.
Keller proposes mapping all of the benefits of your offering and finding the points of intersection, detailed below.
Points of Parity (POPs)
Your Points of Parity (POPs) are the benefits of your offering that you share with your competitors. They are important to communicate, but too much focus here is a strategy to fail.
Consider mentioning these points in your activity descriptions and reinforce them in your imagery and testimonials, but don’t dwell on them. These points will make your offering appealing to customers, but will not set you apart.
Points of Difference (PODs)
This is where you win the game. These are the benefits you offer that are important to your ideal customer and are not offered by your competitors. These are the things that truly make your experiences unique and valuable.
Add these points of difference to your messaging. Reinforce them with images, product descriptions, reviews, and anything else at your disposal.
Points of Irrelevance (POIs)
You might be proud of the fact that you’re the new business in town or use the latest greatest equipment. But if your prospects don’t care, it’s irrelevant. Ignore any messaging that refers to these ‘benefits’.
Your Unique Value Proposition (UVP) gives your customers a compelling reason to buy. A strong value proposition can have dramatic effects on your booking volume and revenue.
Pay close attention to what your customers want (i.e. what’s in it for me?) and what makes your offerings truly unique. State your value proposition loudly and frequently. Reinforce it with design, imagery, and testimonials on your website. And always (always!) follow through on your promise to deliver an amazing experience.