By Rob Nilsen – Far Flung Interactive Chief Marketing Officer Social and Digital Media

The Term Unique Value Proposition (UVP) or Unique Selling Proposition (USP) is defined as a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. A UVP can be something that is offered for free like a newsletter or a consultation. You want it to be something that your audience will appreciate and see value in what you are offering them.

Why is this important to have one?

The main purpose of a UVP is meant to drive conversion depending on what the goals are for your campaign. This can mean selling a product, a service, collecting e-mail addresses etc… This is something that can and should be done on your website, landing pages, PPC, and display advertising. In that short time span a person is engaging with your brand, product, or service, you want them to understand what it is you are offering them and why they should sign up or purchase a product and not with your competition.

For example, my trainer Billy Hofacker of Training For MMA Fitness offers several unique value propositions on his website. Selecting a trainer is a very personal and you want to know that this person is qualified and is someone that you can trust. Billy offers a free newsletter about the hottest training tips. Billy also offers an Ultimate Quick Start Recipe Guide. In addition, he gives a “Free Consultation” worth “$49” or a FREE Copy of "The Best Ways to Use Interval Training to Shed Fat, Avoid Cardio Boredom, and Get Into Fighting Shape for someone that is not ready for a one on one consultation.

Billy is providing his knowledge and expertise on a subject that is something of value to his target audience. Furthermore, educating and providing insight about nutrition and other topics for free. Billy is also engaging potential clients to meet him. This is a great way to spread your message, develop a comfort level, and build your brand! On the backend, everything is tracked to ensure the core message of the UVP is converting into e-mail signups and how many convert into customers.

Here are some of my recommendations on how to create an effective UVP.

•Ask and receive feedback from customers, friends and family on what they value most about your product or service.

•Look for patterns once you received that list.

•After collecting Data using analytics; choose which UVP’s are working and change the ones that are not working to ensure a better conversion rate