08 Feb How to Write a Kick-Ass Value Proposition
A value proposition is arguably the most important message a company (of any size) writes and puts out into the world. It won’t necessarily make or break your business, but it will determine how quickly you grow.
What is a value proposition?
A value proposition quickly and clearly explains what your business does and how it helps people. As I’ve said a million times, people don’t care what you do. They care about what you can do for them.
(It also drives all your other brand messaging.)
Why is it so important?
You already know this but it’s worth repeating: you only have a few seconds to make a positive first impression, create a connection and get someone to take action (read more, download something, buy a product, watch a video, email you).
A strong value proposition should be the first thing people see – on your website’s home page or landing pages, in your social media bios and on printed marketing pieces. If they’re an ideal client, that message will click. And they’ll move themselves into your sales funnel. Score!
How to write a kick-ass value proposition
When we do a deep-dive discovery call with our clients, we ask a lot of questions so we can get to the heart of what they do for their clients. Those questions focus on two things: differentiators and target markets.
Differentiators
No two companies are alike, no matter what industry they’re in. What makes you stand out? What are the benefits of working with you?
- Does each crew at your landscaping company treat every garden as their own and take extra time to complete a project?
- Does your law firm provide all clients with a portal where they can track case progress and access billing information?
- Does your software and app development company allow clients to generate more income – or cut operations costs?
Target markets
The more you know about your clients, the better your value proposition. Demographic information is useful, but what really matters are their motivators for buying.
- What are their biggest challenges?
- What do they ask you about all the time?
- Why don’t they do this in-house?
Answering these questions can help you refine your differentiators or focus on the one that matters the most.
I’d like to point out that your value proposition does not need to be some lofty, inspiring credo that dazzles everyone with its brilliance. It only needs to be clear and speak to your ideal clients.
Formula
This is a loosey-goosey formula for a value proposition, so consider it a good start point.
Type of business + client needs + solutions/differentiators
Here are value propositions we have created for clients (I’ve removed company names):
- My psychotherapy practice provides you with a safe, healing environment in which you can manage and work through your emotions and life’s challenges.
- We will teach you how to be successful at options trading over the long-term.
- We can help you find your dream home – or we can build it for you.
- We provide custom event production services for large, complex events that must run seamlessly.
- We build and maintain one-of-a-kind landscapes and garden features for discerning clients.
- We connect brands with the right influencers.
The one thing I didn’t mention
This is really hard to do for yourself. When you own a company, it’s nearly impossible to be objective. That makes it doubly-hard to really hone in on your main message. If you need help, we’re here for you! Drop us a line today.
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