In this article, we’ll cover the components of a UVP, how to structure a UVP, and some pitfalls you might run into while constructing your UVP. We’ll also deconstruct five unique value proposition examples to help you get a better idea of how they work. By the end, you’ll have a solid foundation for how to make a UVP for your business.
If you’re just starting your consulting business (or any business, really), you might be overwhelmed by the amount of competitors in your field. It’s easy to feel like one of many, but this is where the work to dig into your unique offerings truly begins. Your unique value proposition (UVP) is one foundational sentence that tells the market who you are, who you serve, what you help them achieve, and how you are different from others in the market.
What makes a UVP work
Your unique value proposition should be akin to an elevator pitch. It should succinctly tell your potential clients or partners who you are and what you bring to the table. A UVP seems simple in practice, but every UVP statement requires a deep understanding of your customer’s challenges and needs and how you’re uniquely positioned to help them.
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Why does a UVP work so well? In a way, the magic of a well-written UVP is not in the sentence itself but it’s in the extensive pre-work necessary to get there. In working on your positioning framework—that is, defining your ideal client, discovering your niche—and messaging—that is, how you align your services with your customer’s challenges—you’ll be able to focus on your own business and your unique values rather than getting overwhelmed with keeping up with your competition. Us consultants can do SO MUCH. It’s worth taking the time to dig into your positioning, messaging, and ideal customer research before committing to your UVP.
So don’t copy other UVPs you think sounds good. Because I promise you, after you do the deep work it takes to get your own UVP, you’ll be better positioned to succeed.
Structure of a UVP
The UVP structure looks like this:
I help [WHO] achieve [WHAT], so they can [WHY THAT MATTERS] using [HOW/DIFFERENTIATOR].
The “who,” “what,” and “why it matters” sections are formed from the deep positioning and messaging work mentioned above. You might already have the “how/differentiator” in mind because this aligns with your services. But, BUT, you might look at your “how” differently after your messaging and positioning work because:
- You might discover your offerings don’t align with your target audience.
- You might be offering too many or too few services.
- You might be offering the wrong services!
With this structure you’ll be able to put your best business message forward.
Five unique value proposition examples
Here are a few examples of how consultants in different industries can craft their UVPs to align with their audience and offerings in the market. (Thank you, AI, for drumming up some examples that I can dissect!) Again, this is not meant to be a shortcut to working on your own UVP. Use this as an inspiration to get your brand in check.
B2B SaaS consultant
“I help B2B SaaS startups streamline post-sale operations so they can scale faster without breaking their customer experience.”
Why it works:
This is one of the unique value proposition examples that works because it calls out a specific industry (B2B SaaS), stage (startups), outcome (scaling), and pain point (customer experience risk during growth). This insight about pain points and what outcomes to focus on is only possible because of the pre-work it takes to get your UVP together. Just here to emphasize this again.
Where it can improve:
Though “scale faster” is a literal faster way to succinctly talk about your UVP, keep in mind what “faster” means to you and your customer. As long as you can articulate different measurements (like speed) in your services page, social media posts, social proof, and communications with customers, it’s okay to be a little vague here.
DEI strategist
“I help early-stage startups embed DEI into their culture from day one through inclusive hiring frameworks, leadership coaching, and systems change.”
Why it works:
I love this UVP because it is not afraid to be niche. This consultant doesn’t work with that company with the red and white concentric circles (you know). They don’t play with big tech. They know they want to work with early-stage, smaller startups. This hyperfocus will inform everything from content creation to which clients to attract. This strategist also specifies the timeline (from day one) which is not only specific but a little provocative. These startups are moving fast—of course they need to get into the trenches by day one. Finally, this UVP specifies how they will get to work: through frameworks, coaching, and systems changes.
Where it can improve:
The last offering (systems change) sounds like it’s attracting a different audience. Big companies have systems to change. Smaller startups probably have no systems in place yet. This nuance could potentially alienate the very customer you’re trying to help. Additionally, and very unfortunately, the term DEI has gotten tainted by the media, big tech, and other institutions in the last year. It’s important to break down why DEI is so important for startups (from culture to the bottom line). If you can weave this importance into your UVP, the better!
Content strategist for VC firms
“I help VC firms and their portfolio companies create sharp, scalable content systems that increase brand authority and drive deal flow.”
Why it works:
This UVP does a great job of tying content directly to measurable business outcomes (brand authority and deal flow) which is especially important for content consultants. It is notoriously difficult to measure business results from content. If you can harness this and tell your potential clients how much your impact can serve them, the better.
Where it can improve:
Make sure that when you’re targeting two audiences at once, they have the same needs to target. If the VC firm has a different objective or need than the portfolio companies they represent, this UVP can be muddled. If this is your case, write two different UVPs for each audience.
Customer success consultant for Series B+ SaaS orgs
“I help Series B and C SaaS companies improve retention and expansion by aligning CS, Sales, and Partnerships teams around a shared revenue strategy.”
Why it works:
Again, this is a great UVP because it is industry-specific. Also, this touches on a very specific issue (team alignment) and a very specific outcome (retention and expansion).
Where it can improve:
While it’s good to point out the issue (team alignment), the solution is absent in this UVP. Not all UVPs need to have a breakdown of the solution, but “aligning” can be a little vague, especially if your competitors are also known for aligning teams. Consider putting in your offerings, like alignment through training.
Engineering consultant
“I help engineering teams in mid-sized SaaS companies improve delivery speed without sacrificing code quality by optimizing systems, process, and team structure.”
Why it works:
Engineering consultants, take note! This is a great UVP particularly because they balance the focus on speed and quality. You can get things done quickly without breaking things (move fast and break things is soooooo boring and pretty destructive). It also covers the outcomes of working with this consultant. They dig into the foundational systems and processes that make the engineering teams operate, and they find ways to optimize.
Where it can improve:
Again, “optimize” can be overused. What are other ways to say this buzzword to make this consultant stand out from the competition?
TL;DR: Unique Value Propositions Summary
A strong Unique Value Proposition (UVP) helps you stand out in a crowded consulting market by clearly articulating who you help, what you help them achieve, and how you do it differently. This post broke down the essential structure of a UVP and walked through five examples across different consulting niches, from B2B SaaS and DEI to engineering consulting.
The takeaway: A UVP that converts isn’t just an ad-lib you can quickly fill out (I help [WHO] achieve [WHAT], so they can [WHY THAT MATTERS] using [HOW/DIFFERENTIATOR]). It’s rooted in deep positioning work, researched insight into your ideal client’s pain points, and focused outcomes that you deliver. Use this post as inspiration, then do the deeper work to make your own message stick.
Let’s build your UVP
Let this post and unique value proposition examples be an inspiration for you to get started doing the deep work to get your UVP in check. If you’re thinking, “this is a lot. I have too much to do to even think about this.” You’re right, you have a lot on your plate. Let me help you get this done.
I offer a Brand Clarity Intensive designed to help consultants like you construct your UVP by getting clear on your positioning, messaging, target audience, and target industries (hint hint every piece of your UVP). Let’s connect and get started.