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Clarifying Your Unique Selling Position -- Your Best "Elevator" Pitch

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What is a Unique Value Proposition (and Unique Selling Proposition)?
Your Best Elevator Pitch
Various Perspectives on Unique Selling Propositions

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What is a Unique Value Proposition (and Unique Selling Proposition)?

Positioning includes identifying the unique market position, or "niche", for your organization. Positioning is accomplished through market analysis. Market analysis includes finding out what groups of potential customers (or markets) exist, what groups of customers you prefer to serve (target markets), what their needs are, what products or services you might develop to meet their needs, how the customers might prefer to use the products and services, what your competitors are doing, what pricing you should use and how you should distribute products and services to your target markets.

Various methods of market research are used to find out information about markets, target markets and their needs, competitors, etc. It's very useful to articulate a "positioning statement" or "unique selling position," which articulates what is unique about your organization and why people should buy from you, rather than from your competitors.

Some people differentiate between the unique selling proposition and the unique value proposition. They assert that the former is focused on the value to the seller (it's to sell a product or service). They assert that the latter unique is focused on the value to the customer -- to the benefits or value that he or she will gain from using the product or service. They assert that the latter cultivates a more

Your Best Elevator Pitch

© Copyright Lisa Chapman

How do you cut through the sheer marketing clutter and make your mark on your prospects’ minds? Create one distinct, memorable message that you use at every opportunity.

Core Marketing Message

Every business needs to distill their message down to an effective core marketing message that each employee can deliver comfortably at a cocktail party, and becomes the foundational message in company literature, videos; essentially, all advertising or promotion. It is also called your elevator pitch, and it focuses on solving your customers’ pain or problem.

Info You Need to Prepare to Develop Your Elevator Pitch

You can spend days or even weeks in this process, but we’re going to make it really easy for you. To get right down to the point, first answer these questions – IN WRITING:

  1. Profile your ideal target customer/customer. Include demographics and lifestyle choices.
  2. What PROBLEM, PAIN, or challenge does this target customer face?
  3. What SOLUTION does your product or service deliver for this problem or pain?
  4. What PROOF do you have, such as a customer success story?
  5. What makes you different from your competition? (It MUST be a difference that matters to your customer.

How to Develop Your Elevator Pitch

REMEMBER THIS: DO NOT start talking about your product or service and what you do. Read that sentence again. INSTEAD, start talking about your customers and how you help solve their problem and ease their pain.

Imagine that you’re asked, “What do you do?” Here’s how to respond:

  1. Start with who you work with; “I work with small business owners and entrepreneurs…”
  2. Continue by telling about their pain or problem; “…who need help taking their business to the next level…”
  4. Tell them about a customer you’ve worked with and the results you achieved; “…For example, I’ve worked with a 5 year old family business that needed a business plan to raise money for expansion…”
  5. This could lead to more conversation about problems & solutions.
  6. Tell them your solution and what makes you different; “…we get very good results, and have been told by venture capital investors that our plans are among the best they’ve ever seen.”

Now you have opened the conversation to focus on problems, and even if they can’t benefit, they may know someone who can!

This approach is a natural to develop the company’s core marketing message for all advertising and promotion.

Various Perspectives on Unique Selling Propositions

Unique Selling Proposition
A Complete Guide to Product Positioning
Unique Selling Proposition
Small Business Marketing
The Luxury Brand Effect: Should BMW Sell Ketchup?
Your Best Elevator Pitch
The key to your introductions is a Unique Value Proposition
Setting Yourself Apart — Unique Selling Proposition


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