Your unique value proposition (UVP) may be the most important collection of words you ever write as a marketing professional.
This one- or two-sentence statement that concisely describes what you do, who you do it for, and why you are special, is in many cases the vital first impression about your brand or product.
It frequently determines whether your prospective customer wants decides to stick around and learn more, or cross you off the list.
To be effective, your UVP has to address a real problem with a compelling solution. But it also needs to be used in the right way, and in the right places. Here’s how to craft an impactful UVP, and seven places to use it once you’ve honed and sharpened it.