Build a Compelling Unique Value Proposition

Learn how to identify elements of your business that communicate a compelling, and unique, value proposition to your customers.

To communicate value to customers, you need more than a list of features; you must communicate both the practical and emotional benefits customers will derive and create a story that calls out the most unique and compelling attributes you offer.

This course will guide you through the process of identifying which business elements to highlight in your unique value proposition. You’ll access tools for brainstorming how your offering satisfies emotional desires, alleviates fears or stresses, and addresses immediate practical needs, including prompts specifically for B2B companies.

You’ll learn why your unique value proposition is different than your unique competitive advantage, while also surveying your competitors’ unique value propositions to better understand what sets them apart from each other – and what distinct elements your own business should highlight.

Workshop exercises will apply the tactics in real life, so that you can better articulate your businesses most compelling and unique benefits and set the stage for success.

Learning Objectives

• Which aspects of my business plan are driven by the unique value proposition   
• Which is more important — the uniqueness of my business, or the value it provides   
• What kinds of benefits resonate with customers

About Your Instructor

Ken Burke, founder and CEO of The EntrepreneurNOW! Network, is a speaker, serial entrepreneur, mentor, and author. Ken founded MarketLive, a market-leading, enterprise class eCommerce software platform used by major merchants generating $2b in online sales through the platform. He sold MarketLive to Vista Equity Partners in 2016. Ken authored the book, “Intelligent Selling: The Art and Science of Selling Online,” as well as hundreds of industry articles. He earned his MBA in Entrepreneurship from University of Southern California -Marshall School of Business, which later awarded him the honor of Entrepreneur of the Year.