Monday Learning: How to write a value proposition?

The idea of value proposition can be complicated and consequently neglected. But if you understand what makes your company unique, showcasing it shouldn’t be a problem. If you developed a great product or brand, show it off. Tell people directly why you’re the best.

What is value proposition?

The reason why your customer should buy from you and not from your competitor. A value proposition is a promise of value to be delivered. It is the first thing your website visitor should see and It’s the most essential factor for conversions. Half of the companies do nothing to optimize their value proposition. Not having the right value proposition in place may kill most of the conversions and sales on your website. A strong value proposition explains how your product solves problems and improves situations. Have in mind that it is not a slogan, tagline, or a way to position your business in the market. Your value proposition is what makes you right for your target audience.

Elements of the value proposition

The value proposition is a block of text. It can be a headline, sub-headline, and one paragraph of text with a visual (photo, hero image, graphics). There is no just one right way to go about it. But there is one simple formula that you can start with:

  • Headline. What is the end-benefit you’re offering in one short sentence? It can mention the product and/or customer. Make it an attention grabber.
  • Sub-headline or a 2–3 sentence paragraph. A specific explanation of what you do/offer, for whom, and why it’s useful.
  • 3 bullet points. List the key benefits or features.
  • Visual. Images communicate much faster than words. Show the hero shot, the main product image, or an image reinforcing your main message.

What to keep in mind in creating great value proposition?

Start with the basics. First, create a list with all benefits and identify the values your product offers to customers. Then define your target customer and how you are different than your competitors. Make it clear and easy to understand. Show the difference between your product or service. Make it short. 5 seconds is the attention you’ll get from your customers, so make it worthy. Learning to show the value your business and products deliver compellingly is one of the most high-value, wide-reaching marketing activities. Create more variations of your copy and take the next step.

Test your value proposition

In the digital marketing world, there is always a way to test what works and what doesn’t. There are more ways to test and the most effective one is A/B testing. Create a short-term lead generation campaign, duplicate your landing page, create two variations of your value propositions and run a short campaign to see which landing page generates more traffic. The most relevant metric to keep in mind here are the bounce rate, the time per session, and the number of leads (or sales). Another easier way to test your value proposition is Facebook A/B testing. We will write more about this in the next lessons.

Few great examples

Typeform: “Really know people” is their brand proposition. Bold, warm, unique—and more “human.” In exactly 5 seconds we can learn everything about the business and connect with the brand.

HelloFresh is out there to change the way of eating – forever. In their value proposition stays “America’s most popular meal kit” They won’t lose a sale with having the approval from millions of people – right on their first page.

Shopify: “Everything you need it to all, on a single platform.”  The company’s website says that the platform supports customers “from first sale to full scale,” and features everything you could need to start, sell, market, and manage your business.

Now that you know you need to create your value proposition, it’s time to start writing. For more tips follow our Monday Learning lessons!  If you don’t have the patience to deal with all this, feel free to contact us.

Author avatar
Nikolina Cvetanovska