The muse of your value proposition is your ideal customer (aka target audience). Be honest and forthright to instill trust in your brand, so your customer stays your customer long after the transaction. Show why your offering is stronger than the competition so they can make an easy purchasing decision. Get to the point and appeal to your customer’s most pressing needs. Do remember your competition is never far away when your customer needs a quick and convenient alternative.Don’t spout off duplicitous messaging that does the opposite of conveying how you will deliver your promise by instead making promises your brand can’t keep.Don’t be vague or indirect, as your customer does not have time to dissect value positioning statements all day.When developing your value proposition statement: It clearly explains what differentiates you, or makes your offering “unique,” and why you are the best choice on the market. The statement summarizes how you will deliver your brand promise and how your offering will deliver value to customers. That starts by understanding its definition, the necessary elements, and how other experts and brands are executing them in a meaningful way.Ī value proposition (VP) is a declarative statement that explains why a customer should purchase your product or service. So now is the time to do something about your unique value proposition. Brands that demonstrate how they are uniquely positioned to meet buyer needs are the ones that will be noticed while their competitors are overlooked. The way we do business has changed and our messaging must change as well.īrands that truly offer value to their customers - and communicate that value in a meaningful way - are the ones that will weather economic storms.
This five-letter word has been overused and abused by brands across every messaging statement, across every website page, across every sales email. Value is a word that has nearly lost its meaning. What is a value proposition? A value proposition is a declarative statement that explains why a customer should purchase your product or service.
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