Before a consumer makes the decision to purchase a product, the provider has to convince them that their product is not only worthwhile, but that it’s also the best product of its kind on the market. Competition is at an all-time high, and if you want customers to choose your brand, you’ll need to give them a reason to do so. What makes your product unique? What special benefits do you offer?
While there are all sorts of ways to market your business and your offering, a value proposition is one of the best ways to explain the benefits of your product and differentiate your business and product from competitors.
With a solid value proposition, you can improve your conversion rates, strengthen your marketing messaging, and set yourself apart in a competitive industry. Keep reading to learn the ins and outs of writing an effective value proposition.
What is a Value Proposition?
Despite what some think, a value proposition is not a slogan, an advertisement, or a positioning statement. A value proposition is a concise statement that provides the promise that your product is beneficial, valuable, and problem-solving. The right value proposition can entice a target consumer to make a purchase.
When writing a value proposition, there are certain criteria that you’ll want to meet. For example, a value proposition should be specific. It should directly address the benefits that your brand or product offers. You’ll also want to create a value proposition that is:
- Short and concise
- Easy to understand
- Focused on the customer’s challenge/pain point
- Distinctive
Basically, you’ll need to write a value proposition to explain to consumers how they benefit from using your product. The statement should specifically focus on how your product makes a consumer’s life better, easier, or more convenient.
If you’ve never written a value proposition and want a solid foundation to build off of, check out these awesome brand value proposition examples.
Tips for Writing One
With an understanding of what a value proposition is and what it should include, the next step is to learn how to write one. Take the time to really research your target audience and figure out what you want to say about your product before getting started.
Use Your Customer’s Language
You don’t want to create a value proposition that is overly technical or hard to understand. A meaningful value proposition should include the same words that your customers already use.
Browse social media to see how customers describe your product and brand. Reach out with a survey to get an idea of what people say and how they feel about your product. Ask them how your product makes their lives better or why they choose to purchase from your company.
Pay attention to the most commonly used words by customers, and then incorporate them into your value proposition. When you speak the same language as your customers, it’s much easier to attract new ones that fit perfectly into your existing target audience.
Keep it Clear & Easy to Understand
When we write, our brains have a natural tendency to want to use creative and poetic language. But, when writing a value proposition, you want to avoid overly flowery words and long sentences. Stick to words that are crystal clear and are easy to understand by the everyday person.
Your value proposition should explain what you sell, why your product is worth buying, how your product improves a customer’s life, and why someone should buy from your business instead of from a competitor.
While there’s a lot of information to get across, it’s important that your value proposition is no longer than three sentences. So make sure that every word counts.
Highlight Product Benefits
Customers care about what your product does. But, what’s even more important are the benefits that your product offers. Use your value proposition to explain how your product improves their lives by saving time, money, or some other benefit.
By focusing on the value of your product, you’re able to highlight exactly what your product is designed to deliver.
When describing what your product offers, you want to connect them back to challenges and pain points that your customers experience. It’s one thing to say a product delivers a certain benefit. But you can take things a step forward by linking a benefit to an actual problem.
Conclusion
A well-written value proposition can have a huge impact on the success of your business. If you want to attract new customers, increase sales numbers, and show why your company is different from the rest, you’ll want to craft a value proposition. Keep these