Why should people do business with you instead of someone else?
This, essentially, is your value proposition.
This simple, one-line statement can easily and effectively clarify your message so the right customers will listen.
A lot of people spend hours or even days trying to define their value prop, but it’s actually very simple and straightforward. You want to follow two simple rules:
- Keep it compact
- Don’t try to make it perfect
It may need to be improved or tweaked over time, but until you get a minimally viable value prop out into the wild to be tested by your market, it’s not going to help you to waste time sweating over wording. Save the wordsmithing to eliminate unnecessary words and keep it simple, straightforward and succinct.
Value Prop Blueprints
There are endless books and methods for creating value propositions (or a unique selling proposition, or an elevator pitch, fill in the blank…).
If you don’t already have one, here are a few popular blueprints:
- Character + problem + Your Unique Solution + Specific Desired Results
- Hero (Your Audience) + their problem + the guide (that’s you) + your solution/plan + they take action + how it’s solved their problem + how they have transformed
- I help [who do you want to help?] to [the problem you will help them solve] by [how you are solving it in a new way]
Value Prop Examples
- I help frustrated agents to build real wealth by pivoting into investment deals.
- I help busy, overweight moms restart their metabolisms by teaching them a 3-step un-dieting system.
- I help confused solopreneurs to gain clarity and confidence in their sales by giving them a roadmap to value-based marketing.
- I help married couples avoid divorce by giving them the tools they need to fall in love again
Value Prop Headlines
Value Props stay in a file, but Headlines get read.
While the traditional version of writing a value prop is helpful, we want to take it one step further, and keep it out of the dust drawer…
A headline can be used…
- On your website homepage
- On a product landing page
- On your Facebook banner
- On a Twitter bio…
- (You get the idea…)
3 Value Prop Headline Formulas
Formula 1
The Only Way to [Do Something Desirable] Without [Doing Something Undesirable]
Example
The Only Way to Turn Off the Lights Without Clapping or Getting Out of Bed
Formula 2
[Do Something Hard] in [Period of Time] or [Promise]Example
Tune Your Guitar in 15 Seconds or “Guitar Tuner App” Is Free
Formula 3
[Do Something Desirable] Like [an Expert] Without [Something Expected & Undesirable]Example
Learn How to be a Leader like Steve Jobs – Without All the Turtlenecks
3 Headline Approach
- The main headline / Statement of uniqueness backed with a supporting statement for credibility
- The reinforcement statement / Expand on the experience and explain how you solve a pain point
- The closing argument / Urgency that encourages a Call to Action click
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