A unique value proposition clearly defines your products or services distinct selling points that attract potential customers. It provides more information about your brand than a slogan or tagline can. Furthermore, it’s a statement that explains the specific benefits your product offers.
Every company, big or small, should have a unique value proposition. But how do you create one that will clearly convey what your products and services are about? That’s what you can find out in today’s post. Keep reading to find out more!
Why is a Value Proposition Important?
Your company’s unique value proposition should provide answers to why your target market should choose your business over your competition. It’s an important message that lets customers know how you can solve their specific pain points.
A value proposition is the key to understanding your target market and the customer experience and what makes your products or services valuable. Without this information, your customers may not understand what your business is about and they’ll turn to your competitors for products and services.
Here are the benefits of a unique value proposition:
- Differentiates your business from your competitors
- Aligns your brand with your customers’ needs
- Attracts your brand’s ideal target market
- Has the potential to increase your conversion rates
Creating a Unique Value Proposition
It’s not easy creating a unique value proposition that has the potential to attract customers and boost sales. To assist you, we’ve created an easy guide on how to create a value proposition. These are simply guidelines so you may need additional advice from a professional consultancy company to assist you further.
What a Value Proposition Consists Of
You may mistake a value proposition for a slogan or positioning statement. While they may look similar they have key differences. The value proposition is a block text with the following:
- Headline: This is one concise heading that explains the benefit of your business. It can even mention a product or service.
- Description: In two to three short sentences give a specific explanation of what your organization does. It should grab the reader and entice them to want to learn more about your business.
- Three bullet points: List three key benefits or features of your business.
- Visuals: Add a photo of a product that reinforces your main message.
Questions your value proposition should answer:
1. What products and services is my business selling?
2. What is the end benefit of using my products/services?
3. What makes my business offering unique?
4. Who is my target audience?
Use the Correct Language for Your Value Proposition
The purpose of a business value proposition is to describe your services concisely. The key is to strive for clarity, and to achieve that you need to know exactly who your audience is. If your customers have to read a long wall of text then you haven’t mastered your value proposition yet.
Ideally, you want to use the correct language to create your value proposition. It’s a form of marketing psychology that entices customers to want to buy your products or services. What’s more, your sentences must be short and use easy words to avoid confusing customers.
Here are key features your value proposition should have:
- It can be understood within five seconds of reading the text.
- The message should promise results when a customer purchases a product.
- Shows how unique your business is from other competitors. For example, Burger King and McDonalds are both burger franchises but they both offer something unique that customers love.
Avoid hype language such as “Amazing Miracle Product”. It can sound contrived.
The Presentation of Your Value Proposition Matters
Now that you know what the value proposition consists of you should also consider the format or presentation of it. Ideally, you want to place your company’s unique value proposition on your website. Therefore, it must be professionally done.
All the content on your website should be clear without colorful fonts that are difficult to see. The same goes for your value proposition. It should take up most of your home page. You can add more bulleted lists as opposed to paragraphs because they’re easier to skim through.
Add Boosters that Will Increase Conversions
Using the right keywords in your value proposition can have the potential to increase your conversion rates. Sometimes it’s the little things that help customers decide to use your business. You can add small value-adds that can help you surpass your competitors.
Here are some examples of what you can offer that may attract and retain customers:
- Discounted price for products
- Free shipping
- No set-up fee
- International shipping
- Next day shipping
- Bonuses for first-time buyers
- Cancel any time
- Free products for subscribing
If your competitors aren’t using these selling points then it will assist you even more. On the other hand, if your competition does have these selling points you can come up with ideas to make your USP (Unique Selling Points) better than theirs.
Example of a Unique Value Proposition
Here is an example of a unique value proposition from a video creation company:
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Final Thoughts
Are you ready to take your website marketing campaign to the next level? To convert visitors into paying customers you need a unique value proposition that makes you stand out! Daveron Networking has over a decade of experience helping businesses reach their goals. We can assist you with developing a strong value proposition that will boost your company’s sales.
Ready to grow your business? Speak to our growth experts and learn how to expand your customer base, drive revenue growth, and optimize your business operations.
