As an author, when you know your unique writer proposition (known as a unique value proposition in corporate branding terms) it allows you to stand out from the crowd. It tells your audience that you’re offering something that other authors in your genre don’t. So, I want to tell you all about UWPs, how to discover yours, and why it’s important for your author marketing and branding efforts.
Stand Out from the Crowd by Understanding What You, Uniquely, Offer
In today’s world it may seem like it’s a struggle to have your voice heard when everyone seems to be talking, and that authors have to work extra hard to stand out from the crowd. But the thing is, it doesn’t matter how many other authors in your domain are doing what you do when you have a unique writer proposition. Because through your unique experience, perspective and approach, you can offer benefits to your audience that others can’t. You just have to make sure that is clear to your audience.
What is a Unique Writer Proposition and Why is it So Important to Know Yours?
A unique value proposition (in your case, a unique writer proposition) is commonplace in marketing and branding. It can set you apart from your competition and make you valuable to your audience. It’s the specific solution that you provide, and the promise of value that a reader can expect you to deliver. Consider the direct benefits that someone will gain from working with you or reading your work—the value you PROMISE to deliver. This is your UWP and it’s ultimately the primary reason a reader will buy from you.
A UWP (just like a UVP)is a clear statement that answers three things:
- The problem you solve.
- The value you offer.
- The thing that makes you different.
Here’s an example of a UVP from the company Bloom & Wild:
“Enabling customers to order flowers and gifts from the palm of their hand with better products, designs, and payments.”
Notice it’s a clear statement that states the problem they solve, the value it holds and how it is different from similar services? You can do the same by making clear what sets you apart from the competitors in your domain, whatever that domain may be.
The Benefits of Knowing What Sets You Apart from Other Authors in Your Domain
When you know what sets you apart from other authors in your domain you strengthen your brand and grow your audience because you’ll stand out from the crowd by offering something only you can offer to your readers/fans/followers/clients, etc.
A unique writer proposition has specific benefits that will directly contribute to your success.
- It gives readers a reason to choose YOU over competitors in your domain.
- You will gain a better understanding of your audience and what they want and expect.
- It can help form your author messaging strategy.
- Trust and connections are formed when you speak specifically to your audience.
All this means the ability to form a cohesive and targeted marketing and branding strategy that will allow you to grow your audience and maintain their loyalty.
Some Things You May Want to Know Before Discovering Your Unique Writer Proposition
In previous posts, I’ve written about forming the basis for what will be your promise to your audience when covering topics like your author mission statement, and your core values. If you want to read more about that before continuing on to discovering your unique writer proposition, click the links and take a moment to do so.
Now, I’d like you to think for a minute about your promise. What do you offer your readers that they can expect and rely on? You might also want to review my post on defining your ideal reader, so you can clearly understand who your audience is and what they need/want.
Now, On to Discovering What Sets You Apart!
Keep in mind, you might not land on your UWP today, tomorrow, or even next month—but you will now be aware of it. As you move forward with your brand development and continue to research your domain, take note of what sets you apart from your competition. This part of your brand story will continue to unfold and take on a new shape. Be patient, but also be consistent. Always be ready to track your aha moments so that those moments can be folded into your messaging strategy and I guarantee that your UWP will come to you in time.
Start By Asking Yourself Some Questions About What You Have to Offer
The following questions will help you discover how you can form your unique writer proposition by understanding the benefits of reading your book, knowing what you offer your audience, aka, your promise, and how it is different and/or more appealing than what others in your domain or genre have to offer.
How does your book solve a problem?
Not every book is going to solve a problem in the way you may imagine. Many authors and their readers wouldn’t think of pain points when thinking about reading fiction, for example. But they’re there. With nonfiction like self-help and business books, the problems they solve are more obvious. But even fiction readers may be looking for the solution your book solves in the form of a protagonist that represents them, or their desire to read something uplifting that is lacking in your genre. Even unique perspectives can solve reader’s “problems”.
What specific value does your book offer?
Think of the benefits your reader will gain from reading your book. If your book is a how-to guide, this could be an answer to a specific question they have. If your book is romance, perhaps your book offers an escape from reality.
How Do You Stand Out?
Above, you considered what benefits and value your book offers to your readers. Now, it’s time to figure out what sets you and your book apart, and how it is different and/or more appealing than what others in your domain or genre have to offer.
How does your book offer this value in a unique/different way?
Not sure? Envision your published book as part of a bestselling books display (for your genre) at the local bookstore. Now, visualize the five books that sit next to yours. These are known as your comparable titles, or the five similar titles that your potential reader might also purchase. Of these five books, choose one to consider when answering the following questions.
What are your primary points of parity?
This is the area where your book is on par with the other titles. There are a number of bench marks that you can use to compare your book. For example:
- Good writing
- Take-away tools that readers can put into practice right away
- An experience that gives the reader hope for their future, humor, etc.
Your Unique Writer Proposition Can Be a Work in Progress
Remember to compare your book to the one title on the shelf that you want to compete with on a high level. If you’re not sure how your book and your writing is different now, that’s okay. But I encourage you to keep this in mind as you move forward with your brand journey—take notes along the way. Think of specific things when considering this one title, such as, what you disagree with. Or what you can do better.
Why? Because if you can pinpoint the thing that your comp titles do that you don’t like, you have likely found the thing that makes you different. Now that you are aware of it, you will be closer to identifying your unique writer proposition!
Just keep in mind:
- Benefits of reading your book?
- Your promise
- What sets you apart?
I hope you found this useful and gained a better understanding of how knowing your unique writer proposition can strengthen your brand, build your audience, and set you on the path to success.
What makes you stand out? What is your UWP? Feel free to share in the comments!
