Generating Effective Value Propositions

We all have a lot of competitors– that’s just a fact of business. One way to stand out from the crowd and capture your target prospects attention is with compelling value propositions.

Creating effective value propositions has always been a challenge. Value propositions or positioning statements explain why your prospect should buy from you instead of a competitor. However, there are more things to consider when writing a value proposition.

6 Things to Consider When Writing Value Propositions

1. Keep it short and simple.
   They should be short, easy to explain and easy to understand. The 30 second elevator pitch or back of a napkin rules apply. It should have an emotional element that “connects” with the buyer.

2. Stay in context.
   Focus your value propositions on things that matter most to your prospects. Some marketers believe customer service should be touted as a differentiator in value propositions. However, research has shown that needs-based benefits are more favored by decision-makers.
3. Create dramatic contrast.
   A unique value proposition does not only answer the question why your prospect should buy from you. Value propositions should be able to create contrast between your prospect’s present state and how partnering with you can make a huge difference to them.
4. Corroborate your points.
   Prove that what you’re saying is based on facts. Using statistics and up-to-date research studies can help you magnify your prospect’s problem points and also fortify your claims. By corroborating, your prospect can better relate to what you’re trying to say.

5. Convey your individuality.
   More than the business, your target prospects would want to know who they are dealing with. This speaks to your mission, culture and business focus. It can’t be just words about who you want to be.

6. Use proven and effective templates.
   You can find many templates on the internet that have been proven effective by various marketers. But you need to make sure that you’re using the right template for the right audience – not all templates work the same. Here are 7 Proven Templates for Writing Value Propositions that you can choose from.