6. What is a Unique Value Proposition?

For the sake of conversation, let's say you're a wedding photographer. You offer this service on your website, and that offering of wedding photography is a value proposition. You're offering something of value to those in need of wedding photography.

If your website simply says that you're a wedding photographer, that is not a unique value proposition because that value proposition - wedding photography - is offered in a similar way by many others in your marketplace.

To offer a unique value proposition, you need to determine a variation on that service that differs from all others in your marketplace.