MARKETING EDUCATION

Why Everything Starts With A Value Proposition

WRITTEN BY JACK BARRON | MAY 02, 2021 | 7 MIN

If I am your ideal customer, why should I buy from you instead of any of your competitors? This is the question to ask yourself when you’re putting together a value proposition. Many businesses do not have a value proposition or, where they do, it isn’t effective enough. This often comes down to not understanding what one is, how to write it, and how it benefits them. When your value proposition is usually the first thing your customer will see, it’s important to get it right. 

What Is A Value Proposition?

What can you do for your customer that no one else can? That’s your value proposition. It’s the value you propose to give to a customer. It’s about more than just the services you offer. It’s what makes your business unique. A value proposition is your promise that you can solve a problem your competitors can’t and it’s why customers should choose you over someone else. 

What A Value Proposition is not 

A value proposition is not simply an explanation of what your product is and what it does. It is also not intended to be a headline, slogan, or something similar. A value proposition is not the same as a mission statement. It needs you to go deep into explaining to your customer that you know what their problems are, what it is you want to solve for them, and how you can do it when no one else can. 

Why Do You Need A Value Proposition?

Ultimately it goes to the heart of what you do and why you do it. With so many competitor businesses out there, you risk blurring into a sea of options if you don’t have a strong and clear value proposition. Secondly, a value proposition is an important conversion factor. Having a clear, effective value proposition can be the difference between making a sale and losing it. 

How Do You Write A Value Proposition?

Almost a third of businesses either do not have a value proposition at all or, if they do, it is not properly optimised. There can be any number of reasons for this including a failure to recognise the value and importance of it, while also not knowing how to write one effectively. 

Structuring A Value Proposition

There’s no hard and fast rule of what structure it needs to take. Some core elements you’ll want to include, however, are: 

  • A gripping headline that clearly explains the benefit to the customer 
  • A sub-headline that goes into more detail about what you offer, to whom, and why 
  • Bullet pointed benefits (around 3 is usually enough) 
  • Photo or video imagery or your product or services 

What makes a Good Value Proposition?

Keep It Concise & Clear 

A value proposition is about impact. There is no need for it to be long – just say what you need to say. 

Make sure what you’re saying is clear. 

  • Who is this product for? 
  • What is it? 
  • How is it useful? 

These are the kind of questions to be asking yourself in making sure you achieve clarity with your value position. Don’t forget to write like a human. Keeping your value proposition light, conversational, and easy to understand will help customers to understand what you are offering. A good sense check is to read everything aloud to check if it makes sense.  

Be Meaningful & Genuine 

Customers buy from businesses they feel genuinely care about them and their needs. Writing your value proposition in a way that reflects this will give you the best opportunity of attracting your target audience. 

Lead With The Benefits 

This is potentially the most important factor. You have to make sure that your customers know how you can help them. Don’t simply make a list of things your product can do. Explain how these features will benefit your target buyer.

Optimised & Obvious 

Research shows that the right value proposition can be one of the most effective ways marketers can optimise web pages. Making sure your website content is fully optimised is the best way to encourage organic traffic from Google. Keep things obvious. It’s a popular choice to display your value proposition as the first thing a prospective customer will see on your website.  

Good Examples Of A Value Proposition 

Zoom 

This is about as obvious as it can be. As soon as you click onto Zoom’s website you are greeted by their value proposition. 

“#1 Video Conferencing and Web Conferencing Service” 

Further down the page in a section entitled “why Zoom?” the company explains why you should choose them over anyone else. To do this, they use a number of benefits they offer that other companies don’t. 

MailChimp 

“Send Better Mail”. 

As an email marketing service, it knows that this is exactly what you need it to do. This is the perfect example of saying what you need to in as few words as possible.

Conclusion

When writing your value proposition, the most important thing to remember is to explain why your target buyer should buy from you as opposed to someone else. What value do you propose to give them and why will this offer them more benefits than a competitor? When you’ve got your value proposition sorted, make sure it’s obvious and clearly communicated on your main website pages. It should form part of a wider brand marketing strategy to make sure you are consistently bringing in high-quality leads.

JB
Jack Barron, Director

Jack is passionate about marketing and helping small to medium-sized businesses thrive. As Director of Invoke Media, he is responsible for overseeing the planning and implementation of every campaign, getting stuck into the execution of successful at every opportunity.

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