Writing a value proposition and positioning statement

Where do you start?

Writing a value proposition and positioning statement

Peep Laja Last updated: July 13, Value proposition is the 1 thing that determines whether people will bother reading more about your product or hit the back button. When I reviewed a bunch of websitesthe conclusion was that missing or poor value proposition is one of the most common shortcomings.

What exactly is a value proposition? You have to present your value proposition as the first thing the visitors see on your home page, but should be visible in all major entry points of the site.

writing a value proposition and positioning statement

Such meaningless jargon-propositions are abundant. Avoid blandvertising at all costs. Use the right language Your value proposition needs to be in the language of the customer.

In order to do that you need to know the language your customers use to describe your offering and how they benefit from it. You cannot guess what that language is.

The way YOU speak about your services is often very different from how your customers describe it. The answers are outside of your office. You have to interview your customers to find it out, or use social media.

writing a value proposition and positioning statement

This is not a value proposition: Heals the wound fast, heals the hurt faster. What the value proposition consists of The value proposition is usually a block of text a headline, sub-headline and one paragraph of text with a visual photo, hero shot, graphics.

There is no one right way to go about it, but I suggest you start with the following formula: Sub-headline or a sentence paragraph. List the key benefits or features.

Images communicate much faster than words. Show the product, the hero shot or an image reinforcing your main message. Evaluate your current value proposition by checking whether it answers the questions below: What product or service is your company selling? What is the end-benefit of using it? Who is your target customer for this product or service?

What makes your offering unique and different? Use the headline-paragraph-bullets-visual formula to structure the answers.

The best value proposition is clear: Always strive for clarity first. Yes, sufficient amount of information is crucial for conversions, but you need to draw them in with a clear, compelling value proposition first. What makes a good value proposition: It can be read and understood in about 5 seconds.

Also, in most cases there is a difference between the value proposition for your company and your product. You must address both.

If you can’t clearly articulate the value of your offering, you won’t be able to sell it to customers. Your value proposition is the promise of value to be delivered – so writing it clearly. Jun 14,  · In its simplest terms, a value proposition is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target buyer, the problem. Dear child has many names; elevator speeches, high-concept pitches, value positioning, unique selling proposition, positioning statement etc. The Value Proposition .

Presentation of your value proposition matters Original research by CXL Institute showed that users noticed the value proposition more quickly when it had more text took up more real estate on the page.

Full study with examples here. How to craft a unique value proposition A key role for the value proposition is to set you apart from the competition. You want your offering to stand out in this important research phase.

So how do you make your offer unique? It requires deep self-reflection and discussion. Of course the unique part needs to be something customers actually care about. I call them boosters. These things work well against competitors who do not offer them. Make sure the booster is visible with the rest of the value proposition.A value proposition statement clearly and concisely describes the unique value of a company's products and services.

Phrased differently, it is the company's core objectives, which set it apart. Jun 14,  · In its simplest terms, a value proposition is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target buyer, the problem.

A value proposition is a clear statement of benefits you’ll provide and it can be really influential in creating a successful business, but what goes into writing one? While value propositions come in various forms, a basic formula includes four things. Apr 02,  · Your positioning statement should be able to communicate the value proposition of the product and provide a strategy for marketing the product based on its value proposition.

3 Go for a simple, memorable, and specific position statement%(25). Dear child has many names; elevator speeches, high-concept pitches, value positioning, unique selling proposition, positioning statement etc. The Value Proposition .

According to Michael Skok: “a value proposition is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target buyer, the problem you solve, and why you’re distinctly better than the alternatives.”.

How To Create A Useful Value Proposition w/ Examples