More than you would like to admit, you’ve been in a room of colleagues or partners and you hear the phrase …”a good value proposition”… sure you get the main idea but what is it really about? And how can you master the concept?
Simple Google explanation: (in marketing) an innovation, service, or feature intended to make a company or product attractive to customers.
There you have it… Value Proposition is a statement explaining how your service/product solves a customers’ problem, delivers specific benefits and ultimately states to the customer why your product is better from the competition.
It goes without saying that this statement should be easy to understand and in the language of the customer. It has to be the first thing a visitor sees on your homepage and throughout key places of your website.
It’s important to remember that a Value Proposition is not a slogan, avoid the use of words like “leading”, “best” or statements that don’t add any value.
The following questions, what product/service is your company selling? What is the end-benefit of using it? Who is your target customer for this product or service? What makes your offering unique and different? Those answers will give the main structure of your Value Proposition. In other words, a headline, a couple of sentences mentioning what you offer, for whom and why is it useful. Tow or three key features and of course good authentic visualisation.
Always have in mind that a mere 17% of all visitors will stay on your landing page more than 4 seconds. Four out of five will read just your headline. Now you know how to make a compelling Value Proposition.