When it comes time to create unique value propositions, it’s important to consider what customers have to say about your business. I tell plenty of my clients that anyone can easily say that their business is ‘great’ and that it’s ‘the best in the market’. Since any business can proclaim that they are ‘#1’ that does not in fact make them unique. It has an adverse effect actually.
When we start to shop around and look for a new product or service, we take to the internet to find not only what we are looking for but likely what our fellow consumers have to say about those products and services.
With that being said, when we work with a client that does not have existing UVPs, we use a method called ‘Message Mining’ to derive our client’s Unique Value Propositions from actual reviews. According to Momoko Price, a CXL Product Messaging teacher, Message Mining is ‘the process of scouring the internet for instances of your target customer voicing what they care most about when it comes to your product/solution.’
Essentially you are mining through reviews to find common themes or patterns to find what customers have to say about your business. When customers read your UVPs, they typically go to Google or somewhere that customers can read reviews to ensure that you are being truthful. It’s a win-win strategy this way. When you message mine your UVPs from existing reviews, customers will find that what you have to say about your business aligns with customer reviews.
Why does message-mining work?
Often times your customer is more effective at recognizing & explaining the real-world value of your product since
they’re the ones who use it and they’re the ones who paid money for it.
Also:
- They already speak a common language with your target market
- They naturally filter their comments according to specific motivation & value
Here are a few Value Proposition Examples that our team has message mined for over the years:
If we take a closer look at one Unique Value Proposition Example, we will see that it follows these best practices for UVPs:
- Focus on customer benefits: Clearly articulate how your product or service solves customers’ problems or improves their situation.
- Be specific and concrete: Use clear, precise language to describe what sets you apart. Avoid vague claims and jargon.
- Keep it brief: Aim for a concise statement that can be easily understood and remembered. Ideally, it should be digestible in 5-10 seconds.
- Differentiate from competitors: Highlight what makes your offering unique in the market. This could be a feature, service approach, or outcome.
- Back it up with evidence: Where possible, include proof points like statistics, awards, or customer testimonials to support your claims.
If you would like to learn more about message mining and writing copy for a landing page converts, check out our “How to Make a Landing Page That Converts”.
In summary, the unique value proposition (UVP) examples are derived from message mining customer reviews. Identifying common themes and phrases from these reviews helps align your UVPs with what customers are actually saying about your business. This process allows you to discover the true elements that make your business stand out and resonate with your audience.