A good Unique Value Proposition will eliminate the “So What’s.” Let’s just take a super simple look at a UVP.
Unique – To be unique is to be unlike others. If your proposition could be just as easily be said by any of your competitors, it isn’t unique. It must fill a void that others don’t. Maybe you have the highest quality, maybe you combine two services where others only have one, maybe you can deliver quicker, you have broader reach, better warranties, etc. If you can’t honestly claim and fulfill the market in a way others can’t you aren’t unique and you will at best be fighting on equal ground with others for the same piece of the pie.
Value – Having value means that something has worth to someone. A proposition that is unique but has no value, is really just weird and will gain a big “So What!” It is great if it can be measured or quantified. The value should be obvious; but, make sure you tell your clients and prospects what the value is. If you can’t put it into words, how will they be able to?