How to write a Value Proposition that captivates your audience and compels them want to do business with you

Think about this scenario for a moment, it’s the weekend, you’re at a barbie, and someone you’ve only just met says “so what do you”? What’s your response?

If you’re a mechanic, you’d probably say “I’m a mechanic, and have my own workshop in Caloundra.” But say there’s five other mechanics standing next to you, and someone says “so which one of you should I get to service my car? Why should I choose you, over them”. Now what would you say?

This is the scenario many customers are faced with on a daily basis as they search for the right products or services for them. Why should they choose you over everyone else? How do the words on your website captivate your audience and compel them to want to do business with YOU, and not your competitor?

Enter the Value Proposition

A Value Proposition is the core of your competitive advantage; a great value proposition clearly articulates why someone would want to buy from you, rather than a competitor.

It’s also one of the most important conversion factors; your value proposition needs to be on all of your marketing collateral, most importantly your website.

What does your startup do? Who does it serve, and how are you different or unique?

These are questions  startups need to answer clearly, effectively and quickly. If not, target audiences (consumers, partners, investors, media) move on because they’re time-strapped, and there are so many competitive options.

The best way to address these questions is developing strong value propositions. (Forbes)

Here is a simple step by step process to creating your unique Value Proposition

STEP 1: Go through and answer the following questions. This information will help you to craft the best value proposition.

a). Identify all the benefits of your product or service

Don’t just write down the products or services you offer, but write down their benefit.

Some examples:

• Our moisturisers (the product) have been scientifically developed and proven to help keep skin hydrated
• Our conveyancers have over 10 years experience in property settlements and understand the importance of time efficiencies and a smooth handover

b).  What makes these benefits valuable to your target customer?

This is the so what factor. Why do these benefits matter? Moreso why do they matter to your target customer?

c).  What are your customer’s main problems?

Now we need to address our target customer’s main problems. Without a problem, there isn’t a solution. Your business needs to provide a solution to a customer’s problem.

d). Connect your value to your buyer’s problem

This is where you need to demonstrate that the value you bring is directly related (and solves!) the customer’s problem

e). Differentiate yourself – why should a customer choose you, and not your competitor?

Think about what makes your business different? Do you have a unique and interesting backstory that has led you to do the work you do? Have you hired someone who is an expert in a specific field? What makes you different?

STEP 2: Go through what you’ve written above and circle or highlight key words and phrases. Make sure these phrases are desirable to your target customer (not just to you)

STEP 3: Write down your WHY. At the end of the day, WHY do you do what you do? If you’ve never heard of the Golden Circle, I suggest you take a look at this video by Simon Sinek who developed this concept. It will help you in defining your ‘WHY’.

STEP 4: Pulling everything together to write a Value Proposition

Grab your magic wand, give it a twirl and repeat after me “Abracadabra-allakazam!”

If only it was that easy!

The key to writing a Value Proposition is to give yourself time. Try to structure your Value Proposition with the following:

• A heading (one sentence, don’t be too ‘slogan-y’)
• A paragraph – usually 3-4 sentences outlining what you offer, to whom and why (remember the benefits, the value, the problem and connecting the value to the problem!)
• Bullet points: Around 3-4 bullet points that list all the benefits or features of what you do.

How did you go with writing a Value Proposition?

If you need some help, let’s chat. I craft captivating unique value propositions for all types of businesses, and I’d love to write one for your business too!

Drop me a line here or book in for a free 30-min consultation.