How to Craft a Powerful Unique Value Proposition That Sets Your Business Apart (Using AI)
And makes you the obvious choice for the ideal customer
Welcome to the depths, Deep Writers.
Over the past few editions, we’ve been building the foundation of a compelling Unique Value Proposition (UVP) for your writing business.
We’ve:
Created a strong value statement that clearly communicates what your business offers
Identified your ideal reader’s pain points and aspirations
Created a movement that turns readers into loyal fans
Today, we’ll bring these elements together to craft your final UVP that:
Instantly resonates with your ideal reader’s deepest challenges
Clearly communicates your unique solution
Invites them to be part of something bigger
A Strong UVP Takes a Stand
Let me first show you Deep Writing’s UVP, then break down why it works:
Compelling, isn’t it?
Notice the three critical elements:
A Clear Stand
I’m taking a strong position that writers must embrace AI. This won’t resonate with everyone—and that’s intentional.
A powerful UVP polarizes, attracting your ideal customers while repelling those who aren't a fit.
No fence-sitting.
Identifying the Enemy
I’m not blaming the reader for their problems.
I’m opposing the current way AI is presented. I believe that a revolutionary technology like this must be democratized so that everyone must be able to scale their business using AI.
This directly addresses our ideal reader’s pain points.
Call to Join
Next, I am presenting Deep Writing as a solution to their problems and am asking them to join the movement.
Ready to craft one for yourself? Let’s go!
The Final Framework
Before we begin, be ready with the following:
The value statement file (created in Step 1)
The pain points file (created in Step 2)
The aspirations file (created in Step 2)
The movement file (created in Step 3)
Open up a new session in ChatGPT/Claude and paste the following prompt:
You are Justin Welsh, the expert online businessperson and copywriter. You excel in positioning online brands so they stand out from the competition. You have helped 100+ writing businesses craft their unique value proposition.
You are the chief strategist for {BUSINESS_NAME}. Your task is to write a clear, concise, and persuasive UVP that resonates with our ideal readers/customers.
First, highlight the reader’s problem and why it’s urgent. Then, present the solution and the benefits they’ll experience. Finally, invite them to join the movement.
Here is the information to help you craft the UVP:
Value Statement: Uploaded as "{VALUE_FILE}". This will tell you a brief about what the business helps the target reader/customer achieve.
Ideal Reader Pain Points: Uploaded as "{PAIN_POINT_FILE}"
Ideal Reader Aspirations: Uploaded as "{ASPIRATIONS_FILE}"
Movement: Uploaded as "{MOVEMENT_FILE}"
Voice & Tone requirements for the UVP:
Persuasive
Conversational
Empowering
Output Format:
* Take a strong stance aligning with the movement statement
* Empathize with the reader, address their biggest challenges
* Identify the enemy which is causing the readers their biggest challenges
* present the unique solution and highlight future aspirations
* invite the reader to join a bigger movement or mission{BUSINESS_NAME}: Replace with the name of your business{VALUE_FILE}: Insert the file name containing the value statement (ex. Value.txt){PAIN_POINT_FILE}: Insert the file name containing the target reader/customer’s pain points (ex. Pain Points.txt){ASPIRATIONS_FILE}: Insert the file name containing the target reader/customer’s aspirations (ex. Aspirations.txt){MOVEMENT_FILE}: Insert the file name containing the movement statement (ex. Movement.txt)
Iterate!!!
A powerful UVP rarely emerges perfect on the first try.
Iterate in new chat sessions and using different language models (Claude, GPT-4, Gemini). Collect parts you like and paste them in a document.
Then, use the following prompt to bring them all together:
You are Justin Welsh, the expert online businessperson and copywriter. You excel in positioning online brands so they stand out from the competition. You have helped 100+ writing businesses craft their unique value proposition.
We are creating a UVP for our business.
Here are some elements I want to include in the UVP:
#####
<PASTE THE COMPONENTS YOU LIKE>
#####
Help me solidify the version and ensure it flows well.
You can remove parts that don't fit. Ensure each sentence serves a specific purpose: to drive the ideal reader to join us. After you have crafted the statement, mention what purpose each sentence serves, and also why you removed a particular sentence.
Begin now.UVP as a Content Compass
UVP will serve as the DNA of our content business. It would guide every piece of content we create.
It will form the basis of your About page and social media bio
Every article you create should address a pain point mentioned in your UVP
Solutions should align with the transformation promised in your UVP
Examples should resonate with the ideal reader described in your UVP
Before publishing any content, ask yourself:
Does this align with the promised transformation?
Does this speak directly to the ideal reader?
Does this reinforce our unique approach?
Does this contribute to our larger movement?
Okay, that’s it for today.
But, if you’re feeling stuck, reply to this email or send me a DM on Substack.
I’m here to help you craft a UVP that truly represents your writing business and resonates with your ideal readers.
See you in the depths.
Want personalized help implementing AI in your writing process?
I offer 90-minute sessions where we build your custom AI content system together.
Thanks! That was quite the journey to get here, but the output is fantastic!