Companies work relentlessly to improve their product and service, thinking that it’s the most valuable role they can play. But many don’t pay the same attention to their communication with their target market, optimising their messaging to make it click with their audience, to get clicks on their website.
A unique value proposition is a statement that tells potential customers about your product/service, how you differ from the competition and what unique value you provide. This is a crucial component of a company’s communication strategy as it is one of the first things that a website visitor will see.
A basic structure of a value proposition includes:
The content of the value proposition should be easily read and understood by your target audience, addressing:
Their needs
Sell your product against the strongest competition. How does your product address those needs and tell them why customers should buy from you instead of your competitors.
Their wants
Sell an experience that’s better than the experience anyone else can provide, and appeal to your prospect’s emotional responses. Tell them how your products/service enhances circumstances and the specific benefits customers can expect.
Their fears
Address those fears, and convince them to take the plunge and choose your product. Tell them how your product/service solves problems.
So how do you decide what to include and how to be concise?
This is the easy part. What does your potential customer need the product to do for them? This could be anything such as;
Think about the experience they’re looking for in getting their needs met, and what will turn their attention away from the competition and towards your product. E.g.
Consider what might make your potential clients fear trying your product. Buyers often play it safe, so you should try to convince them to take the leap and tackle their fears. E.g.
By creating a quality value proposition your potential customers will see that you clearly understand the challenges they are facing and that you are capable of solving them.
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