Convincing potential customers that your brand is the best choice for their needs is critical to your business’s success. That’s not a controversial statement. But how do you go about convincing them? It all starts with what is known as a “value proposition.” So, what is a value proposition, and what role do they play? Here is everything you need to know on how to write a value proposition.
What Exactly is a Value Proposition?
First things first: what even is a value proposition? Simply put, a value proposition is a summary by a business as to why a customer should use their services or buy their product. Value propositions are essentially a promise to the customer that the services and products that you offer will provide more bang for their buck or better solve the problem they are facing.
Why are Value Propositions So Important?
Value propositions are an important aspect of any business marketing campaign because they are your first – and best – chance to convince someone that your services are superior. A strong, clear and concise value proposition grabs the attention of the customer, and ideally, it inspires them to pick you over your competitor. Value propositions are one of the most important conversion factors, so writing a great one is key.
What Makes a Great Value Proposition?
Value propositions tend to be very personalized. After all, they describe your brand and your values – not anyone else’s. With that said, however, there are a number of time-tested truths about what makes a compelling and effective value proposition.
Clarity is Key
When it comes to a great value proposition, clarity is crucial. An easy-to-understand proposition has much more traction with readers than a complicated piece of poetry ever could. The easier a brand’s message is to understand, the more likely it is to succeed. Simply explaining why exactly your service or product is better – and communicating the concrete results your services have had for other customers – has far more traction than colorful language and hyperboles.
If you are marketing yourself online, chances are there are dozens – if not hundreds or thousands – of competitors trying to gain the attention of same customers you are. When customers search online, make sure you set yourself apart. What makes your product or services special? Why does choosing you make more sense than choosing a competitor? Is it the price, quality or customer service? You know why you’re the best, so tell the world!
However, one of the most critical things to remember is to not be unique just for the sake of being unique. Finding out what makes you special may not be apparent right away. Doing so often takes time, a little soul searching and some discussing with others. Remember, you don’t need to be completely unique to everyone in the world; that’s impossible. You only need to be unique to your target customers, as they’re the ones who matter most.
Don’t Believe the Hype
Sell hope, not hype. Jargon and superlatives may seem like a great way to stand out, but they often get in the way of your message. Don’t go overboard when promoting your product, or you risk eroding the trust that a good value proposition sets out to gain.
Adding words and phrases such as “amazing,” “unbelievable,” or “a miracle product” may sound clever, but they are clichés and can quickly turn potential customers against you. The same can be said for business jargon, like “moving the needle,” “above board,” and even “value proposition!”
A great value proposition doesn’t have to be lengthy, so be succinct instead. When creating a value proposition, make your statement as long as it needs to be. People searching the internet have limited attention spans, so make sure you get your message across quickly and efficiently.
Adding that little something extra can be the difference between making a sale or not. If you and your competitors are essentially the same with regards to the products and services you offer, a little nudge to convince potential customers that they should choose you may be needed. These little pushes are known as “boosters.” Some examples of effective boosters include:
- Free shipping
- Money-back guarantee
- Free gift with purchase
- No initial fee
These “boosts” don’t add too much additional overhead to your business, but they set your brand apart from the competition.
How to Test the Effectiveness of Your Proposition
Once you’ve created your value proposition, you’ll probably be wondering if it is effective. Instead of just sticking it on your website and hoping for the best, you should consider A/B testing to fine-tune it.
A/B testing, also known as split testing, is essentially a method for comparing the effectiveness of two different versions of the same web page. The best way to think of A/B testing is like a blind survey: visitors to your site are shown one of two different variants of your page at random. These blind experiments allow you to see which page is working best (i.e. leading to more conversions), and make changes as needed.
The great thing about A/B testing is that it provides concrete data for you to analyze. Not only that, but conducting this testing has no inherent risk with regards to SEO, provided you do everything according to Google’s guidelines for best A/B testing practices. These include:
- No cloaking of content, or masking the tests from search engines
- Using 301 permanent redirects, instead of 302 temporary redirects for the URL variations
- Running experiments only as long as is necessary
Follow these simple guidelines, make sure everything is nice and legal, and you’re A/B testing poses no harm to your page rankings.
Need Help with Your Value Proposition?
If you’re thinking about boosting your brand’s image and streamlining your value proposition, now is the perfect time to partner with a team as dedicated to building your business as you are. Next Level Marketing’s world-class marketing team has the know-how to provide you with cutting-edge digital marketing techniques.
Our experienced team will work exclusively with you to discover what sets you apart. We will create a compelling strategy to dynamically develop your business visibility and awareness, as well as take a holistic, evolutionary approach to continually deliver exceptional results.
So, if you’re ready to take your business to the next level, give us a call today at 1(844) SEM-NEXT (736-6398) for a free consultation.