Mine survey data for Unique Value Proposition

1. Prepare survey questions that’ll give you insights into core elements of an effective UVP.

What your prospect is looking for, what outcomes they desire, and how you achieve those outcomes BETTER than anyone else.

2. Gather everything you need to send and collect your surveys, including a survey tool, email marketing platform, and email addresses for at least a few hundred paying customers.

It’s crucial that your email list be made up exclusively of people who have spent money on your products or services. So, if you haven’t already, export these emails from your payment processing app and import it as a distinct list in your email marketing tool.

3. Use your survey and email marketing tools to send surveys out to two distinct audiences: your customers and your website visitors.

For your on-site visitor survey invite copy, come up with an inclusive but distinctive label that helps call out the exact prospect you want to hear from. For example, Petdoors.com uses Calling all Pet Lovers! If you can’t come up with a label easily, you can also call out your prospect with a question they’re likely to say yes to. A simple go-to question headline is Looking for a {{ your product category }}?

4. Wait a few days to get a sufficient number of responses from your customers and a few weeks to get the same from your website visitors.

Up to 200 responses for each survey would be sufficient, depending on your traffic.

5. Go through responses to your question on what your prospect is looking for to determine what matters most to your visitors.

For example, in a visitor survey for a unique value proposition, petdoors.com included this question to determine what their prospects are looking for: What matters MOST to you when choosing a {{product category}} like {{product name}}? This had a list of 5 attributes or features that they suspect matters to their prospects.  From the distribution of responses they got, they found that what matters most to their visitors are durable or weather-resistant pet doors, as more than 50% of their respondent chose those options.

6. Categorize each response to your question on what outcomes your customers desire with a clear label.

7. Use pivot tables in Google Sheets or Microsoft Excel to gather and sort the frequency of each response, to determine which responses come up most often.

Again with the Petdoors example, their question for finding out their customers’ desirable outcome, was What would you say is the #1 problem {{your product}} eliminates or lessens for you? From their analysis, the most common responses were, limiting their pet’s freedom/happiness, having to get up all the time to let pets in and out, worrying about pets while being away from home, and coming home to messes and accidents.

8. Repeat the previous two steps to analyze responses to your question on how you achieve those outcomes BETTER than anyone else, to determine what customers find UNIQUELY desirable about your product.

Petdoors question to determine how they achieve those outcomes BETTER than anyone else was Why did you decide to choose us over other options? Can you recall if anything, in particular, appealed or stood out to you? From their analysis,  two key reasons came up far more frequently than any others: product sturdiness and having the widest selection of products and parts.

9. Use this formula to weave your results together to form your unique value proposition: The [exclusive attribute] [product type]  that [solves your customers’ problem OR  achieves your customers’ desire ]

[exclusive attribute] refers to any descriptors you can use that sets your product apart as exceptional. You can fill this part by combining common terms like Only, Largest, Smallest, or Most with the most popular answer to how you achieve those outcomes BETTER than anyone else. [Deprecated] Playbooks – Personal Plan From: ₹ 2205.64 USD / mo with a 7-day free trial Select options uses the most popular answer to what your customers are looking for. [solves your customers’ problem OR  achieves your customers’ desire] uses the most common answer to what outcomes your customers desire. So, using the results from the Petdoors example, we can have a base UVP statement as follows: The largest selection of sturdy, water-resistant pet doors that give your pets complete freedom to come and go as they please.

10. Reformat your UVP into a strong headline and sub-headline combination, to test on your website.