Doesn’t the fact that you can make a buying decision in seconds, surprise you?
Yes, sometimes you’ll think it over for days before hitting “Add to Cart” on something, but I’m sure you had times where you decided to buy a product seconds after you found out about it for the first time.
The common characteristics of such product?
A unique and perfect value proposition.
Think about it, would you be interested in a shampoo with the value proposition “this shampoo cleans your hair”,
or one that said “Rapunzel’s go-to”.
A value proposition that perfectly explains what you offer while being creative is what makes a brand stand out, and today I’ll help you get your value proposition straight.
Let’s start with defining value proposition:
What is a Value Proposition?
Value proposition refers to the value company promises to deliver if the customer prefers their product to others.
Why should customers buy this product?
And why should buy it from you?
The value proposition is the statement that answers such questions.
It positions your brand in the market.
So it should be the first and the most important marketing strategy you’ll establish.
Value proposition explains how you solve a problem or help improve the situation. It explains the specific benefits the brand delivers, moreover, it convinces customers to choose your brand over competitors.
Here’s an additional great definition of value proposition by the marketing guru Neil Patel:
“a believable collection of the most persuasive reasons people should notice you and take the action you’re asking for.”SOURCE
What is not a Value Proposition?
A unique value proposition is not a slogan, catchphrase, or a positioning statement.
(Although a good slogan goes a long way!)
Rather it is a unique, measurable, specific promise.
You should not use technical words.
The value proposition is not a bunch of jargon words to prove you know the business and your team has the required skills for the business.
You should speak your customer’s language to reach them, just like we mentioned in our SaaS Marketing Guide. Customers care about the practical benefits they get from the product, not the fancy sentences you’ve prepared for them.
The value proposition should not involve qualifications or licenses you have.
Again, we are not focusing on the technical sides. The value proposition should not be product or service-focused, it should be customer-focused.
For example, Nike’s “Just do it” is not a value proposition, it is rather a motivational motto. It supports the mission of Nike, which is “To bring inspiration and innovation to every athlete in the world”.
Further, the mission statement and value proposition are not the same things. Another confusion should be avoided, let me explain:
What is the difference between the mission statement and value proposition?
The mission statement is about the company; its goals, motivations, and how to execute the business according to it.
It is the company’s answer to why.
It will remind executives why they started this business in the first place and help them to give decisions that will serve the core purpose of the organization.
For example, Starbucks’s mission statement is to “inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time”. Here, the instinct that drives the company, serving the human spirit, is explained. It is implied that employees have deeper responsibilities rather than serving coffee. It is way more meaningful; they are touching the human spirit.
On the other hand, a value proposition is about answering customers’ questions.
Customer will understand in a concise way that why should they choose this product over other by grasping value proposition. Customers understand what you offer, how you offer, and why it matters more than other options.
Starbucks’s value proposition is
“Expect more than coffee. We’re not just passionate purveyors of coffee, but everything else that goes with a full and rewarding coffeehouse experience. We also offer a selection of premium teas, fine pastries, and other delectable treats to please the taste buds. And the music you hear in store is chosen for its artistry and appeal.”
Here, Starbucks explains that they provide a whole experience along with coffee there are other options. there is music; there are pastry options. Starbucks coffee shop as a whole involved in serving the customer, not just the satisfaction from the coffee served considered.
Why is Value Proposition important?
With a perfect value proposition, you can attract and convert more customers, increase customer loyalty, command higher prices, and outperform your competition.
When placed properly on your website, it can increase your sales and conversion rates.
Value proposition is the basis of each product or service you create.
It needs to grab customers’ attention!
It tells you important information about your customers you need to remember. Customers want solution-oriented, differentiated products and the value proposition explains the way your company gets them to the solution.
And most of the time, your potential customers will only see your value proposition and scroll away. In order to minimize this, an interesting yet a promising strong value proposition is more than necessary.
Elements of the Perfect Value Proposition
There isn’t a single way to form a good value proposition but the strongest brands typically involve further explained elements.
If you want a unique value proposition it should not be a simple text.
You have to include:
- A catchy headline that captures the customer. It should be something easy to remember.
- Sub-headline that specifically explains what you offer, how you offer, and why it matters.
- A visual; an image, graphics, icons. People remember images faster than words.
- Bullet points that list your brand’s key features.
Now that you know what to include, let’s create your value proposition:
How to develop a Unique Value Proposition?
Let’s quickly recap what a value proposition should answer:
- How does your product/service satisfy customer needs, or solves customer’s problems?
- What value does it bring?
- Why your product/service is better than other competitors in the market?
Keeping the answers to these questions in mind, you need to establish three points: your target audience, your offer, and your differentiation point.
1. Identify your target audience
Your customers have a problem, and they need a solution so start by identifying what you solve.
To satisfy customers’ demands you should consider the wants, fears, and needs of your target audience.
To understand their motivations better, ask simple questions such as:
- Why do your customers want to solve this problem?
- What do they value?
- What do they truly desire?
You should also look at demographic data:
- Consider learning about their:
- age gap,
- marital status,
Also make use of channels such as Google Analytics, Quora, Reddit, SEO Tools to learn more about your customers(I also recommend Sparktoro).
2. Identify what you offer
What are the benefits of your product/service?
List all the ways your brand makes your customer’s life better, easier.
Try to answer these questions:
- What are the features and functioning attributes of your product/service?
- What feelings does your product/service awake in the user?
- What is the desired initial experience of customers with your product/service?
Try to determine the place you’ll have in your users’ daily lives.
3. Identify your differentiation point
Your uniqueness is what will make your brand preferable.
You should place your product effectively in the market. Your product/service should be better than the existing solutions.
- What do your competitors lack?
- What are you better at?
- And why your brands’ differences matter to customers?
While comparing your brand with other competitors be as objective as possible and backup your reasons with facts.
Customers need to believe that your brand is the best choice for them. And this belief should lead them to buy the product.
People tend to stick what they have always been exposed to and it is very hard to break the habits.
So think out of the box.
If you have gone through each step carefully, it’s time to establish your value proposition based on what you’ve got on your hands.
More is merrier, so you might want to gather your team around and inform them of what you’ve uncovered through these steps and start brainstorming your way to your perfect value proposition.
It might and probably won’t be the perfect one in the first try, so you should probably test it:
Testing Your Value Proposition
Now it’s time to put your creation to the test.
Start by questioning the value proposition you’ve come up with yourselves:
- Is this value proposition relevant? You should focus on the target market and its needs.
- Is it convincing? You should promise realistic things.
- Does it invoke an emotional connection? It makes the bond of trust between customer and brand stronger.
- Could you stand behind what you serve or produce no matter what? Have proof about the value you are creating.
- Could this value proposition adopt the further changes you will make? Having flexibility in this part will work wonders in the future, believe me.
3 Examples of Great Value Propositions
Some brands go viral and change the world and there is a reason for that.
At each part of the journey, they are aware of what they’re doing.
And that doesn’t change a bit when it comes to creating and displaying a value proposition.
Here are 3 examples of amazing value proposition from companies you probably hear from everyday:
Apple’s Value Proposition for the new Ipad is “Delightfully capable. Surprisingly affordable” supported by a visual of the new Ipad.
Using emotionally evoking words like delightfully and surprisingly Apple creates an emotional connection. The company predicts its’ customers reaction.
Pretty simply and in casual words, Apple captures its unique value proposition.
Their elegant product is no doubt capable in a way that gives satisfaction to customers and they summarized the satisfaction they would get if they bought the product in their value proposition.
Amazon is the world’s greatest e-commerce website and the highlight value they are proposing expresses that perfectly.
“Amazon delivers to you” shows its customer-oriented approach and their relentless work to reach every part of the world.
For US-based customers, this value proposition might be irrelevant. But for global customers who have local businesses similar to Amazon in their respective regions, this value proposition makes it clear that Amazon doesn’t hold back.
Wouldn’t you agree that Airbnb offers something different and arguably better than regular booking services?
Their value proposition delivers just that!
Since they provide entire living spaces rather than hotel rooms, making this clear by including “spaces that are more than just a place to sleep” and “entire homes”.
They put emphasis on both the value they offer and how they differentiate from their competitors by doing so.
Before you go
I would like to point out the elephant in the room.
Your product might have different features that offer different values, should your value proposition include all of them?
The answer is no, it shouldn’t. Unless these values are intertwined with each other.
In this case, you should make use of segmentation to group different customer profiles and offer a unique and relevant value proposition for each.
When you’ve created the perfect value proposition, you’ll get users that need your solution flowing into your business.
However, you must deliver on your promise, and get users to that value.
Time to value refers to the time it takes a customer to achieve the value you offer, and if this process takes long your users might run out the door.
Frequently Asked Questions
What is a Unique Value Proposition (UVP)?
A unique value proposition (UVP) refers to the summary/promise you provide to your customers about your product, how it adds to your life, and most importantly what differentiates you from your competitors.
How do you write a Value Proposition Statement?
Writing a value proposition statement starts by identifying the value you offer, what this value means to your customers, and what makes your value better than your competitors. Then, these points are combined in a few sentence value statement that awakens the feeling of trust and appreciation from your customers’ perspectives.