As a business or even an individual, you’d have noticed that the hardest part of making a sale is convincing your market. When creating ads or designing your webpage, a value proposition is an element that keeps your buyers interested in knowing more about your product. Without it, all other elements of your page are likely to go to waste.
During a buyer’s journey, prospective customers usually research several options. This means that at some point, they aren’t exactly invested in what you have to offer. It becomes your duty to convince them to choose you.
So how then do you craft a value proposition that is out to strictly convert? A proposition that doesn’t seem like a sales pitch or feel forced? Stay with me and learn how to create a compelling value proposition for your product.
What is a Value Proposition?
A value proposition is a short description of the core benefits of choosing your products to a prospective customer. Think of it as a dating app. In a few words, you have to convince a lot of people that you’re fun, open-minded, and worth a shot. The key is, getting them to find your profile enough to swipe right. That’s exactly how a value proposition works for your product.
The difference here is that your proposition positions your product as the solution to the questions your target has been looking for. You’re offering them a unique feature that they won’t get from just anywhere. So it’s not just a summary of your mission statement or purpose but the key ingredient of what makes your product different.
In summary, your value proposition has shown the relevance of your product to a customer, point out the actual benefits, and explain why your product is better than the competition out there. Please note that your value proposition is not a slogan. It is also not a positioning statement. Although they might appear similar, they are not the same thing.
How to Create a Unique Value Proposition Design for Your Product
From the sites you visit everyday, the first thing that welcomes you is the design and layout. No matter how great a website’s content is, if it isn’t properly designed, you’d immediately close that tab. This all emphasizes on the importance of presentation. And your value proposition isn’t left out.
So, to make your efforts worth it, let’s dive into how to properly align elements that’ll create a visually stimulating value proposition.
Elements: The major elements of your value proposition are the headline, text, bullet points to highlight all the benefits and accompanying media. So these are the items you should have ready if you want to design your proposition. The headline simply gives a summary of the proposition while introducing you to the text.
Subtext: is the main body of your value proposition. This is where the entire value is stated by explaining what the product is about. Finally, an accompanying media could be an explainer video or graphic pictures. The media is entirely optional as not a lot of propositions use one.
Placement: For where it should be placed, your value proposition will always be better at the above-the-fold area of your page. This is because it is the first thing that should introduce people to your product. If it isn’t attention-grabbing, it shouldn’t be called a value proposition. If your hero is cluttered already, consider introducing a lot of white space to help each individual element stand out.
Aesthetic: Colours play a very important role on your page. So of course, your proposition has to use colors that are in sync with the rest of the page. Have in mind that your page will be mobile-responsive. There has to be a contrast between colors. Fonts and style also have to be aligned properly. Your text shouldn’t use a font that is bigger than your headline. It’s always the little things.
Also, declutter your area and try not to use distracting media. Your media should reinforce your proposition not distract your target away from it. If you have doubts about using pictures or videos, then it’s best to just completely out of it.
Message: Your text is the most important part of your value proposition. So, it should take up the majority of the space on your page. Your target audience is solely focused on what your product will do for them. Let them see this. For lengthier value propositions, you may want to list out the major benefits. The best way to do this while still holding their attention is by introducing bullet points to make it legible and easy to digest.
Once you have a mental picture of what the design should look like, you can proceed to writing the actual value proposition copy.
How to Write a Great Value Proposition for Your Product
Anyone can draft out a sketch of a value proposition. However, it takes an inbound professional or a copy writer to effectively craft out a compelling proposition that converts. To do this, I’ll be sharing a step by step process on how to write a great value proposition for your product.
1. Identify the benefits of your product
Your product is great. That’s why you want to push it out there. In the definition above, your value proposition has to show the key benefit of your product to your prospective customers. It can be a little overwhelming deciding what the biggest advantage of your product is. This is why the first step is outlining every single one of them. When it’s properly listed, a fresh perspective might come in and you’ll get to clearly see what your biggest advantage is.
2. Identify all possible problems your target audience might be experiencing
When visitors visit your product page, they are most likely looking for a solution to a problem or something to avoid a problem entirely. In this case, highlight all probable problem cases. The only way to do that is by creating a buyer persona. Think about who your target market is and the probable challenges that these personas are facing. Make sure to keep your product in mind when doing this.
Once you’re done with the sketch, rank them in order of urgency or importance. This way, you’d know the most pressing problem your targets face or the common one. Proceed to link this problem with your product as a solution. Highlight how your product will solve that problem or how it will act as a preventive measure.
3. Draft multiple propositions with the highlights
Now that you’ve created a demand and a supply, write different types of propositions as it comes to mind. This is a brain dump session so don’t be too rigid with it. Write on how this product is a great fit and how it’s better than the similar products out there. Once you’ve exhausted all viable propositions, take a break and then go back to it. With your fresh eyes, you’ll be able to weed out the chaff. This should still leave you with a number of options. These options take us to the final step
4. Test all variants of your value proposition
A common mistake marketers make is by sticking to the one variant they think is best. Truth is, no one really has all the answers. The strategies we use today are all from a series of tests that have yielded favorable results. In this use case, testing the options you have lets you know which of your value proposition resonates with your target audience.
By testing here, I don’t mean changing the words to find out which sounds better. What I mean is testing entirely different propositions with varying problems and benefits. This will help establish which one of your product features appeals better to your audience.
Tips for Writing A Good Value Proposition
Now while it’s easy to just highlight a process to follow, how do you know what makes your value proposition unique or great? What are the key attributes or components every value proposition must have?
1. It must be clear: Once a value proposition requires more explaining, leaves room for questions and seems too complex, it has failed at its job. This is because, the whole point is to attract and make your audience understand all you’re about in just one glance. It has to answer who your product is for, what it’s about and how it can be beneficial.
Therefore, your entire proposition should be read and understood immediately. It has to be communicated clearly. If you’re having trouble with this, just think of it like you’re creating a call-to-action. It’s short and concise.
2. It should provide value: What defines a value proposition is the value it offers. So how do you do this? The answer is to solve a current problem your target audience has to deal with. This is why one of the steps you have to take when writing a proposition is doing a little digging.
When your prospective customers see the concrete results they’ll get from using your product, they’ll be more inclined to make a purchase. Simply identify this problem and position your product as the right man for the job.
3. No unrealistic hype: Just because you have to solve a problem, you might be inclined to come up with something that screams sales. Let’s say “Clear Spots Instantly!”. This not only triggers hype, but creates doubt in the mind of your audience. Plus, it seems unoriginal.
I can bet a hundred other brands carry the same pitch. And chances are, they’ve used one that didn’t work out well for them. Now, do you think they’ll be inclined to try you out? It has to be direct without carrying all the unnecessary baggage or providing unrealistic solutions. Make your value proposition simple and realistic.
4. It should show the difference: By difference, what I mean is that your product should stand out from the competition. Highlight your biggest unique feature and create an aura of it being exclusive. Even when your product doesn’t have any distinguishable feature, make it stand out the best way you can.
Use the most sought after feature in your sector to get your target audience interested enough to get to your sales page or landing page. Then, that’ll do the selling. Note that showing features doesn’t mean using the feature itself as a value proposition. Value proposition isn’t just a feature.
Four Great Value Propositions We Love
It’s not enough to highlight the do’s and don’ts of creating a value proposition that is unique. Creating a great piece will require you seeing firsthand how this works in real life. In that effect, I’ve compiled examples of some great value propositions you should emulate.
1. MacBook Air
Apple always has the best value propositions for every product launch. However, why I chose the Macbook Air is because of how they were able to compress all these rules in two words. These two words market the MacBook Air’s biggest features which are its lightweight and fast speed. It also solves the problem of its audience who are looking for these features. No one can do it better. This is why it makes it to the top of this list.
2. Google Drive
The beauty of google drive’s value proposition is how blunt and direct it is. It doesn’t list all integrations or tell you how much storage space it offers. Every element is strategically placed to compliment the rest. It highlights the problem by posing a solution with it’s product. It lists all the benefits in a simple manner.
3. Uber Eats
In a short sentence, Uber explains and tells you the entire purpose of this product. The design is one to die for because of how aesthetically pleasing it is. Uber uses a background image of a pizza that compliments the entire value they are trying to propose.
Slack makes it to the list because it describes its entire product with a zero aura of sales. As a collaboration tool for teams, slack defines its entire feature in a single sentence as it’s proposition. The confidence that comes with its value proposition is what makes it so admirable. All elements on the page also compliments each other without them losing their individualism.
Your value proposition is like a window into your product. The way you write it determines how your target customers will perceive the effort you put into the actual product itself. I hope this article has been helpful and that the examples outlined above, have given you a little inspiration in creating your own. Take your product to the next level through your value proposition.