Essentials of a Good Value Proposition:
- Results which are relatable: Where the customer’s current pain points are addressed, and how they will be improved.
- A clear before and after with a desired outcome which consumers want.
- Specific text which avoids a vague purpose
When finally sitting down to write, describe what the customer gets. To do this you really need to understand why customers are using your product. It will affect the way it is presented to prospects. They should see a difference in your product in how it solves their problem. Getting this point across keeps their attention on your service or product.
Make your value proposition plain as day and Elevator pitch length. It may be great for most value propositions where you communicate value to someone. Differentiation will help your value proposition, but only when you’re different in a way that speaks to a job a customer wants done.
Use your customers’ exact language and avoid catch-all language. Talk to your customers paying close attention to feedback. People like hearing from other people who have made the switch through customer testimonials. The problems are relatable, and the outcomes feel real. Using faceless, generic pull-quotes will ruin the potential, however.
Your responsibility is to communicate well. You influence how customers perceive gains and losses from your product. One of the best ways to demonstrate value is to know better than anyone else what life is like before and after your product. You must convince customers that the outcome is true and well worth the effort. Communicating value means clearly defining why they should buy. The basic building blocks of a good value proposition.