Have you ever heard the term ‘value proposition’? It’s commonly used in the business world, but many leaders don’t really know what it means or how to introduce it into their companies’ strategies despite its commonality. So, what’s a value proposition, anyway? In short, it’s what your business does better than anyone else. Why is a value proposition important? Well, because this drives the reasons customers buy from you, what motivates people to choose your brand over your competitors, and what makes your company’s products and services better than other options.
If you’re able to complete your value proposition in an ideal way, you’ll be able to grow your conversions and improve your overall marketing tactics across numerous channels. When you learn to showcase your company’s value in compelling ways, you’ll have achieved one of the highest-value, widest-reaching marketing goals possible.
What is a Value Proposition?
Your value proposition explains the advantages you commit to delivering to your consumers once they’ve bought from your company. It’s ultimately what attracts people to your brand in the first place. A persuasive value proposition encompasses three main elements:
- Specificity. What specific benefits will your target customers receive if they choose your company?
- Pain Points. You can explain how your products or services will fix your customers’ problems or enhance their lives.
- Exclusivity. You want your brand to be both attractive and exclusive. In doing so, you should be able to underscore your competitive advantage and explain why you’re better than your competitors.
Why does your business need a value proposition? On paper, that’s an easy answer. Any successful company should be able to identify the superpowers they offer to potential customers so they can stand out above the crowd.
Your value proposition should be readily visible by someone who visits your site so they can immediately see the benefits you’re going to offer them if they choose to spend their money with you. Many times, you’ll see value propositions positioned above the fold on the homepage, but other great placement points include:
- Landing pages
- Category pages
- Blog posts
- Product pages
Never tuck your value proposition into a place where visitors aren’t likely to look; it won’t help you if nobody ever sees the awesome benefits you’re offering them.
How to Create a Unique Value Proposition
Now that you know more about why you should have a value proposition, let’s talk about how you create one. Like many things in marketing, it’s probably not going to just come to you overnight. More than likely, you’ll need to brainstorm and create several iterations and revisions until you develop a value proposition that best defines the work your company does. Here are some guidelines to help you begin:
1. Use Your Customers’ Voices
The best value propositions utilize the precise words existing customers use in order to hook future audiences.
For example, let’s say you interview your current customers so you can complete a case study. What would they say to describe your products and services? How does your company enhance their lives? In what ways would they describe your brand? Why did they choose to buy from your business in the first place?
Don’t be afraid to interview existing customers or ask them to fill out surveys so you can glean insight into their true voices. Be mindful of the common terms they use. It’s important that your customers can visualize themselves in your value proposition, and the verbiage you use can play a huge role in forming their perspectives.
2. Be Clear and Concise
Before anything else, you need to be sure that your value proposition is clear. While this might sound obvious, many companies overlook this essential element. When you’re analyzing your draft, you should be able to answer the following questions:
- What products are services are you offering?
- Who is buying from your company?
- How will this purchase improve your visitors’ lives?
- Why should someone choose you over your competitors?
- When will you deliver the value you’ve promised?
Bear in mind that your value proposition needs to be reasonably short. Aim for two or three sentences at most. Each word you use should improve clearness or define the compelling nature of your main selling point. Otherwise, it doesn’t belong there.
3. Focus on the Benefits
Try to steer clear of superlatives like “best.” Instead, concentrate on distinctive benefits and the concrete value your brand delivers. If you find that you have hyped up your sales tactics to move your products and services, it’s a sign that your value proposition may not be very well defined. Or, perhaps, your brand isn’t as valuable as you think it is.
Hire A Digital Marketing Agency to Help
At Zero Gravity Marketing, we’re experts in helping our clients hone in on their messaging. From social media posts to value propositions, our marketing strategists are here to help you. Reach out to us if you’d like to know how we can assist your business!
