Value proposition development

Go beyond what you sell 
and focus on why it matters

The value proposition is the single, overarching statement that highlights the desirable and exclusive elements of your offering in a succinct, memorable and visitor-centric way.

3 key components of a perfect value proposition

A compelling value proposition has a number of characteristics…

1. Desirability

It highlights the benefits or values of your offering that are most desirable to prospects.

2. Uniqueness

It’s unique to your brand or offering – that is, it differentiates you from competitors. 

3. Succinct

It can be stated in a succinct, meaningful and clear statement, in your customer’s language.

6 reasons why you need a strong value proposition

1. Narrows the focus

It makes you focus on aspects of your business or brand that make the biggest difference to your consumers.

2. Avoids waste

It de-clutters your marketing efforts. You won’t waste resources on marketing efforts that don't create results.

3. Develops persuasive creative

Armed with the right value proposition you can now test the agency’s creative and copy against it.

4. Refines marketing messages

You can replicate the basic ideas from a strong value proposition and build your marketing messages around them.

5. Resonates with your customers 

With a strong value proposition, you’ll speak about your business and products in a way that resonates with your customers.

6. Ensures business success 

Understanding exactly how people believe your product will help them is necessary if you want your business to succeed.

Integrating Buyer Personas

You can’t have a Value Proposition unless you know who it is targeting and indeed you could well be creating different Value Propositions for different Buyer Personas. Personas are semi-fictional profiles of your ideal customers derived from research and sales data from your existing customers. They define groups of our most important customers and consider demographics, behaviours, interests, and especially, goals and pain points; so that you can align content and strategies with them throughout the buyer’s journey.

What we do with your Value Proposition

A great value proposition becomes the cornerstone for our brand development, website design and digital marketing efforts. Knowing who we are talking to and what they want from us, will help us design the right campaigns, include the right incentives and target the right advertising and inbound mediums. While other ideas may work, the ones that are truly on target, with the ideal Value Proposition, will resonate more strongly with the target audience and drive attraction, engagement and conversion exponentially better than those a few clicks off.

A strong value proposition is your argument of
why your customers should buy from you?

Developing a Strong Value Proposition

There are many ways to go about developing a Value Proposition, but we think the following formula cuts to the chase. It’s also great for presenting the ideas to your team or visualising how your website page might convey this:

  • Headline. What is the benefit you’re offering to customers, in 1 short sentence? Might mention the product and/or the customer. Does it grab attention – why should I care? What’s unique or desirable about it.
  • Sub-headline or a 2-3 sentence paragraph. A specific explanation of what you do/offer, for whom and why is it useful. Why should I choose you rather than a competitor’s product?
  • Bullet points. List 3-4 key benefits or features. Make sure the support the headline and your overall claim.
  • Visual. Images communicate much faster than words. Show a hero shot or an image that reinforces your main message.

When we work together to discover a better value proposition, we can guarantee you exceptional results.

Call 09 309 5050 or contact us to find out more…

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