1. Conduct market research
As you think about how to separate your company from the others in your field, you need to think carefully about how to do market research. You need to take a look at the competition to figure out what is already out there. After all, you need to find a way to convince your target customers to purchase products and services from your business instead of your competitors to drive sales. What do your competitors do, and how can you separate yourself from the crowd? By conducting market research, you can get a better idea of customer behavior and how you can differentiate yourself from the other companies in your industry.
2. Craft a strong headline
Next, you need to craft a strong headline. The best value propositions draw customers in right away. Today, customers have shorter attention spans than they ever did in the past. If you want to convince people to purchase your products and services, you must grab their attention as quickly as possible. Think carefully about the headline you put together, and make sure you grab their attention. You might even want to try out a few headlines on your employees. Collect their feedback, and see what headlines they like. This will make it easier for you to decide which headline to go with to catch the eyes of your target buyer.
3. Understand your customers
You need to think about your target market as well. Who do you think would benefit most from the products and services you have to offer? This refers to gathering your customer's voice. Ideally, you should use the words of your current customers to grab the attention of your future customers. For example, if you were to conduct some research, asking your customers for some feedback on your current products and services, what do you think they would talk about? This is what you should use in your marketing materials as you put together your value proposition. Figure out what your current customers like, highlight it in your value proposition, and use that information to attract future customers.
4. Explain your value
Next, hone in on your brand. Why do you think people should purchase your products and services? What do you stand for? What do you offer that other companies in your industry do not? You need to highlight the value you bring to the table. For example, is your customer service better than the other companies in your industry? Do you have better prices than other companies in your industry? Is there something that sets the quality of your products and services apart from the others in your field? What is the value that you bring to the table?
5. Be specific and clear
If you take a look at a lot of marketing materials shared by other companies, you will probably see a lot of vague statements. If you want your value proposition to make an impact, you need to be specific. Some of the questions you might want to answer include:
- What is the specific product that you are trying to sell right now?
- If someone purchases your product, what are the benefits it will bring?
- Why should a potential customer purchase your product instead of products provided by our competitors?
If you can be as specific as possible, your value proposition will be more effective.
6. Highlight your benefits
Even though it may be tempting to hype up everything that your company does, this is not necessarily going to result in a higher conversion rate. You need to be specific about the benefits that you provide. If you have specific numbers you can point to, that would be even better. Is the product going to last longer than the others on the market? Is it going to help someone save a significant amount of time? Can it address a specific problem, making it a thing of the past? If you can be clear about the benefits your product provides, your value proposition will be even stronger.
7. Include strong visuals
Finally, do not forget to include strong, relevant visuals. There is a saying that a picture is worth a thousand words, and that is definitely true when it comes to your value proposition. If you have images of your product you can share, you need to include them. If you can include images of someone directly benefiting from the product you provide, that would be even better. If you have text you want to include in the visual, use the text to enhance the picture. You do not want the text to be the focus of the image.
If you can repeat these steps, you can craft a great value proposition for the products and services you have to offer.
Effective value proposition examples
You might be wondering how to craft a unique value proposition for your online store or brick-and-mortar business. There are a few examples from which to choose. Some value proposition examples you might want to draw inspiration from include:
One of the first value proposition examples you should take a look at is Demandwell. If you take a look at the website, you will immediately see what they stand for. Their value proposition is “The Future of SEO for B2B SaaS Marketers.” Then, the website proceeds to talk about how you can drive more demand for specific products and services that you have to offer, and they mentioned that they specialize in search engine optimization.
The home page also has a variety of other features you can explore. There is a call to action that you cannot miss, the headlines are very compelling, and they provide social proof that you can explore to learn more about what the company stands for. Given that the company specializes in B2B marketing, it should come as no surprise that they have a very strong value proposition. This is one example that you might want to consider.
Another example that you might want to check out is called Unbounce. This is a company that specializes in conversion rate optimization, so they also have a very strong value proposition. When you take a look at the home page, you will immediately see that they focus on building, publishing, and testing landing pages without the requirement of an internal IT department. It is obvious what the company is promoting, and they are saying that they are different because you do not require an internal technology department. They are also highlighting a specific pain point, believing that companies are looking for a way to maximize their digital marketing without having to hire technology professionals.
The homepage also clearly explains how they go through their process. The first step is to build a page, the second step is to publish it, and the third step is to test and optimize it. It is not hard to figure out what they do, and they are clearly targeting a specific market. Therefore, this is another unique value proposition example that you might want to emulate yourself.
3. Target Pickup and Delivery
If you are looking for a more general example, you can also take a closer look at Target. This is one of the biggest retail brands in the world, and they do an exceptional job of hooking their customers. If you take a look at their website, regardless of whether you are doing pick-up or delivery, it is clear what they offer. Some of the highlights from the page that you might see include:
- Free shipping
- Next day delivery
- Easy pickup
- Contactless experience
- Save time and money
These are buzzwords that are included in the value proposition to get your attention. Then, they have additional text on the screen that clearly explains the pricing model, why it works, and who it is for. It is difficult for the value proposition for each of their Individual services to be any shorter or clearer. They do not waste your time, they get right to the point, and they are designed to grab your attention as quickly as possible.
These are just a few examples of value propositions that you might want to incorporate into your business model. Do not hesitate to test different types of value propositions to see what works best for your needs. With access to the right tools, you can figure out which value proposition is right for your business.
Incorporate your value propositions into your marketing strategies
Ultimately, these are a few of the most important points that you need to keep in mind regarding your value proposition. Your target market has a shorter attention span than it ever did in the past, and you need to find a way to grab their attention as quickly as possible. With a value proposition, you can clearly explain the benefits of your products and services, focusing on enhancing your brand identity while also generating quality leads. This process can help you expand your footprint in the market.
You might be wondering how you can create the best value proposition for your business. You need to take advantage of all of the tools at your disposal, and that is why you should partner with Mailchimp. Mailchimp provides you with a wide variety of tools that you can use to test various aspects of your digital marketing strategy, including your value proposition. You can figure out what works and what doesn't while saving time during the process. If you want to maximize the value of your go-to-market strategy, you should use Mailchimp tools to craft a strong value proposition that you can incorporate into your digital marketing strategy.