When writing compelling copy to sell your product or services, your Value Proposition is hands down THE MOST Important part of your copy.
What the heck IS a Value Proposition? I’m glad you asked!
To put it simply, it’s a distinct promise of value to be delivered.
Now, a Value Proposition is not to be confused for a Tagline. These are two completely separate things. A tagline is a phrase (sometimes two) that articulates your brands mission, purpose or culture. It’s often catchy and fun, but isn’t necessarily specific to the value that you offer your customers. A value proposition on the other hand, is a distinct promise to your customers of the specific value to be delivered.
An excellent value proposition should clearly explain how your service solves a problem, what benefits your customers can expect, and why they should buy from you over competitors.
It might sound complicated, but it’s actually easier than you think.
Here are a few great examples . . .
Uber: “Tap the app, get a ride.”
Short and to the point, this value proposition demonstrates why Uber is superior to a traditional taxi. Rather than looking up a taxi service and calling a company to arrange a pickup, all you have to do is “tap.” It’s fast, simple, and the easiest way to find a ride.
Dollar Shave Club: “A great shave for a few bucks a month.”
It doesn’t get more straightforward than this. Dollar Shave Club promises an excellent shave at a reasonable price. They highlight the value and benefits, leaving no questions about what to expect.
Square: “Start selling today.”
Only three simple words, but incredibly impactful. Whether you’re a brick and mortar or an online store, you have to be able to accept payments from your customers. With a million options to choose from, they make it clear that by using their service, you can start today. What sounds better than that?
So how do you write a great Value Proposition?
Here are five simple steps to get you started:
1. Identify the core benefits that your product or service offers
2. Describe what makes these benefits valuable
3. Determine your customer’s #1 pain point
4. Illustrate how the value you offer solves/addresses the pain point
5. Differentiate why your product/service is superior
Brain dump all of this information into a word document and pull out the key pieces to weave them into one, concise statement that ties it all together.
Let's take a look at our own value proposition as another example, "Thumb-Stopping Copy in as Little as 24-Hours."
This statement demonstrates that we provide high-quality copy, fast. You get the value and benefit in one jam-packed statement. See how easy that was?
Struggling to write your Value Proposition? Tell me about your product or service in the comments below, and let’s do a quick brainstorm!