Uniqueness is a rare commodity in the digital marketing age.
In one minute, Facebook users share nearly 2.5 million pieces of content, Twitter users tweet nearly 300,000 times, Apple users download about 50,000 apps and over 200 million emails are sent. And 1,516 landing pages on average are created with Instapage every day.
That’s a lot of content.
And unless you’ve somehow managed to create a rift in the space-time continuum, you and other competitors in your niche share the same audience pool. And the only way for you to get your service noticed over your competitors’ is to nail your unique value proposition.
How you do that is going to be the topic of today’s post. We’ve seen countless good landing pages suffer because they weren’t able to clearly define their UVP - well, yours is not going to be one of those pages.
After you’ve read this post not only will you understand the importance of having a UVP on your landing page. But you’ll know how to come up with one for your service and include it on your landing page.
What is a Unique Value Proposition?
A unique value proposition is not only a statement that tells your customers why your product or service is special.
According to Peep Laja your UVP is a clear statement that explains how your product solves your customers’ problems (relevancy). It should deliver specific benefits (quantified value) and it should tell the ideal customer why they need to buy from you and not from your competition (unique differentiation).
Your UVP isn’t something you write out to make yourself feel better about your product, but it is how your target customers perceive your product and by extension your company.
Your UVP should be the first thing your visitors see when they land on your landing page.
Don’t confuse your UVP with a slogan.
Think Nike is so popular because their UVP is “just do it”? No, people buy Nike products because they know that with Nike the quality is high and the price is good.
If you want your UVP to have the right effect on your visitors, make sure that the statement is relevant, has a quantified value and unique differentiation.
How Do You Craft Your UVP?
Simply put, an effective UVP answers the question, “why should I buy from you?” However, crafting an effective UVP is not that simple, in fact according to a poll conducted by Marketing Experiments, out of a total of 487 marketers most found it challenging to create and measure their unique value proposition.
Your unique proposition needs to be clear. It needs to communicate the results customers will be able to achieve through your product, it should be read fairly quickly, and it should set you apart from your competition.
Here’s a Marketing Experiment value proposition worksheet you can use to craft the right UVP.
And an example to make things crystal clear.
Here’s how the headline translates into an effective UVP. The statement is relevant to the customer’s problem - it tells them they can now create a landing page. It has a quantified value - the statement tells them they can create a landing page in just 3 minutes.
How Do You Include Your UVP on Your Landing Page?
Your landing page has mere seconds to impress your visitors, which is why your UVP should be the first thing they see.
The logical route is to include your UVP in your headline and sub-headline. However, your value proposition shouldn’t begin and end with your headline, it should also be spread out through the rest of your page. The value proposition should be apparent in your copy, your CTA button and even on your landing page image.
Examples of Landing Pages That Are Rocking Their UVP
Here’s the landing page for Carousel.
The headline describes how the app takes your Dropbox photos and creates a memorable gallery out of them, which is also apparent in the images that flow throughout the landing page.
The copy explains to the visitor how easy it is to create a gallery, “Every photo and video you’ve ever taken: automatically organized, backed up in Dropbox, and available on your phone, tablet, and the web.” That’s relevancy and quantified value all rolled up into one statement.
The landing page for Vivino also has a clear UVP.
So, does Karma - plus the video on the page is filled with footage of just how unique the service is.
Want your landing page to attract more leads? Nail your UVP and see how your visitors start banging down your door. Still have questions about crafting your unique value proposition? Please let us know in the comments.