Bill Cates says, “Marketing experts always talk about how we must have a unique value proposition or a unique selling proposition. They believe this helps us look different in the marketplace or accentuate what makes us distinct.

Sometimes we need to define and accentuate our differentiation to catch the attention of our prospects and others who are important to our business. But differentiation, distinction, or being unique isn’t the end game.

The end game is moving someone to take action: To respond to our email or voicemail, grant us an appointment, to do business with us, and to follow our recommendations.

Every part of your unique value proposition should serve two purposes that continually work together.

Relevance: What makes you different isn’t worth a hill of beans if you aren’t relevant. How many times have you had someone tell you about their product or service, but never took the time to know if what they offered was relevant to your world”.

Why Having a Unique Value Proposition Is Overrated (& What to Focus on Instead)

HubSpot

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