Steps for Defining a Unique Value Proposition

Why should your audience accept your proposal and not others’?

Brainstorm your proposition’s benefits.
Think about all the possible benefits of your proposition. Ask yourself what your audience would gain and what it would avoid losing by accepting your proposition. Research suggests that the fear of loss is a more powerful motivator than the prospect of gain

Prioritize the benefits based on your audience’s interests.
Review your responses to step 1. Of the benefits you’ve identified, which do you think your audience values most? Prioritize audience member’s interests based on what you know about them—your understanding of their current problems, concerns, and values.

Gather evidence showing that the high-priority benefits are real.
Collect compelling testimonials from credible sources showing that the benefits that matter the most to your audience members are within their reach if they accept your proposition. In addition, gather examples, statistics, and graphical representations that speak to the benefits of your proposition.

Decide what makes your proposal unique
Compare your idea against potential alternative propositions. Ask yourself what’s different, unusual, and superior about your idea. Why should your audience accept your proposal and not others’?

ACTION POINT: Be ready to explain in succinct, compelling terms what makes your proposal better than others.