You have a great article that offers insights or solutions for readers. So what? Scores of other authors in your niche do too.
What makes you and your article unique?
What value do you bring to your readers?
What’s your Unique Value Proposition (UVP)?
A UVP is a promise of value that’s exclusively delivered by you. In sales, this is a promise that a product or service is the best because it over delivers in a more effective and cheaper manner than anything else in its class.
In article writing, the same is true. With an effective UVP, you promise your readers value. Once you’ve delivered your promise, your readers will know you as a trustworthy and credible source who’s worth following.
Determining Your Unique Value Proposition
First, answer the following questions:
- Who’s your target audience and what’s their most pressing need or want?
- What’s the number one benefit you provide to your target audience?
- Can you describe how this benefit solves your target audience’s need or want?
- What’s unique about your benefit – what do you offer that no one else has or can?
Next, can you answer all of the above questions (combined) in 2-3 lines? It’s tough, but that’s where a little creativity, practice, refinement, and the following tips come along.
Tips for an Effective Unique Value Proposition
Use the following to help guide your UVP:
Define yourself. Mold your identity:
- What’s your mission and vision?
- What’s your brand identity and your strengths?
- What’s your positioning statement?
Even if you choose to not answer these questions in depth, answer them. Knowing who you are, what you represent, as well as what you offer will guide your efforts to success.
Get audience feedback. Nothing is more sobering than discovering the brand you’re trying to project is failing to meet the expectations of your audience. Get feedback to find out what actually is drawing your audience to your platform, why they stay (or leave), and more. Use this to continue molding your UVP.
Look for opportunities. What’s missing for your audience? What void in their needs and wants can you fill with your strengths? Invent and reinvent yourself by searching trends and patterns in your niche that will help you build a unique position.
Circling back – with everything you now know about yourself, your brand, and your UVP – you should be able to more confidently respond to our earlier statement:
You have a great article that offers insights or solutions for readers. So what? What makes you and your article unique?
You do have incredible, unique insight to share! Use the tips above to create an effective UVP. What tips and strategies can you add to developing your UVP? Are there any other strategic measures you take in targeting your audience with great value? Please share your comments or questions in the section below – we’d love to hear from you!