By Todd Duncan

The real value of a unique value proposition comes in its execution. But first, you must peak your clients interest. Therefore, your unique value proposition must have curb appeal.

When you develop your unique value proposition you must risk being different and you must position your unique value proposition so it causes people to ask, “What’s that?” No matter what unique value proposition you use, it won’t be unique unless you make it your own. You must insert your own creativity into the program.

Always remember that good unique value propositions get copied, so you must continue to innovate.

Action Plan:

• Define and develop one unique value proposition for how you will position yourself with your clients.
• Create a summary for each unique value proposition explaining (1) why the unique value proposition is different and (2) the intended impact the unique value proposition should make in the marketplace.
• The bottom line is that A unique value proposition is not the cherry on top of a sundae. It is a commitment in your heart to be different and to back this difference with a plan.

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