GUEST WRITER

Ok, What Now?

We’ve talked about how important an awesome value proposition is, and how important it is to clearly, concisely, and consistently spell out that value proposition using a great content strategy. So now you may be wondering how, exactly, to come up with a great value proposition, and what exactly you are supposed to do with it once you do.

To begin with, ask yourself some questions.

1. What am I selling? Does it solve a critical problem for which no one else is offering a solution? Is it a unique take on a problem?

2. What are the benefits of using my product/service? Do the benefits of using my product/service outweigh the bother/cost attached to buying and using my product? (If it doesn’t, most customers will probably opt to do nothing instead.)

3. Who benefits from this product/service? How?

4. Why is my product/service better than the competition’s?

Once you have answered these questions, there is a standard format for presenting your value proposition:

A short and sweet headline. This should be one clear sentence. It should be clear and attention grabbing (this sounds like a lot to ask for one little sentence, but you can do it, especially if you have put a lot of thought into your value proposition).

A subheading. In this little paragraph (2-3 sentences), you give more specifics on your product’s value proposition-  what it is, who it is for, how it is useful.

Bullet points, which list off some other benefits or features.

A visual. This not only helps to draw attention to what you are saying, but images have the power to emotionally move potential customers. And, if you use an image that reinforces your message, it will not only help get across what you are trying to say but it will make it memorable.

A call to action. This helps direct the customer where to go next, and lets them know what they should do.

Once you have thought out your value proposition, these tips will help you to put it out there for the world to see, in a clear way. Don’t forget that your value proposition should be present throughout the different parts of your content strategy, because you don’t want to pass up a chance to tell the world how great your product is!

More tips on crafting your value proposition:

• Numbers and percentages are always attention grabbing. How much time will your product save your customers? How much money will it save them? By what percentage can it improve productivity?

• Consider additional add-ons like free shipping, money-back guarantee, etc., to set yourself above your competitors even more (although your value proposition should be more than just these add-ons!)

• Take a look at some other companies’ value propositions to get the idea. Remember that there is a difference between an advertising slogan, which is simply meant to grab attention and stick in the customer’s mind, and a value proposition, which explains exactly to the customer how you can help make their life easier and why they should choose your product over any others.

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