How do I create my IVP and UVP?
Steps to create my IVP and UVP.
Two related pieces. You need both — and they're very different.
IVP — Ideal Value Proposition
What it says: "I help [specific niche] achieve [measurable outcome] using [your solution]."
Formula:
I help [niche] [outcome] by [method].
Example:
I help e-commerce brands increase repeat purchases by 20% using AI-driven customer journey automation.
Good IVPs have three things: a specific niche (not "businesses"), a measurable outcome (not "grow faster"), and a clear method (not "marketing").
UVP — Unique Value Proposition
What it says: why someone should pick you over the alternatives.
What it isn't: the same as your IVP. The IVP tells the prospect what you do. The UVP tells them why to pick you.
Angles that work:
- Speed — "delivered in 14 days, not 60"
- Results — "our last 10 clients averaged 3.2x ROI in 90 days"
- Specificity — "we only work with dental practices in the US"
- Method — "the only platform that combines cold email and AI reply handling"
Pick one angle and make it sharp. If you pick three, your pitch gets muddy.
How to narrow down
- Pick a specific sub-niche. "E-commerce" is too broad. "Skincare DTC brands doing $1–5M" is specific.
- Choose one outcome you can realistically promise. Pick a number you've actually delivered.
- Build the solution around the outcome. Work backwards from the result.
Ask yourself: Who exactly? What's their biggest pain? What outcome matters most?
Use the AI Consultant to stress-test
Draft your IVP and UVP, paste them into the AI Consultant, and ask: "Is this specific enough? What would a skeptical prospect push back on?" You'll get a sharper version in 2–3 iterations.