The average visitor to your website will spend a maximum of 20 seconds trying to figure out if you offer a solution to their problem. If they hit a roadblock and can’t figure out what you’re offering, they could be off to one of your competitors in just 10 seconds.
That’s why it’s so important to tell visitors why your products or services are exactly what they’re looking for and clearly define what sets you apart from your competitors. A good value proposition will help you get that message across.
Clarity and real value are the key characteristics of any value proposition. This means that your messages should speak the language of your customers and communicate how choosing your brand will help them solve specific pain points.
There are many other elements you will need to work on to perfect your value proposition. We will dedicate a section to each of them in this article, so feel free to dive in and learn how to create the ideal value proposition for your brand .
1. Prioritize customer value over product descriptions
It can be tempting to want to list all the features of your product and every amazing thing it can do. But that approach simply doesn’t sell. Always keep in mind that potential customers care more about what you can do for them than how you’ll do it.
Instead of focusing on how great your product is in your value proposition, focus on how these features will solve specific problems and make your customers’ lives easier.
Emphasize the unique benefits of your solution instead of talking about its functionality. Describe the amazing world you are creating for your customers. The entire experience of doing business with you should be more than just a set of features.
This is how Periodo , phone number library a flexible staffing provider, creates their value proposition. They let their prospects know that they have exactly what they are looking for at first glance. Their customers already know their problem and what they need to solve it, so Stint immediately jumps to stating the benefits of using their service in their value proposition.
Another great example here is Nextiva , paul adamski uitvoerende hoof a customer communications service. They remind everyone with their value proposition headline that they not only help run a business, but also simplify that process. Followed by a short paragraph describing their solution, this proposition already puts them ahead of the competition.
2. Understand your audience
Your customers have unique needs and fears when it comes to solving a problem. So, it is essential that you learn the language your target audience speaks and use it to reassure them that you will meet their needs and put their fears to rest.
However, phone database you should never guess what the pain points of your target audience are . There is a high probability that you perceive and address your products/services very differently than how your customers see them. That is why you need to look for answers outside of your professional environment.
The best way to do this is to build your buyer personas . The process will involve a lot of research, conducting surveys and interviewing your customers, collecting traffic and behavioral data, and using A/B testing tools.
When you discover the main pain points of your target audience, target the ones that are most relevant to them.
Go further by not only exploiting your customers’ needs and fears, but also focusing on their desires. Consider the psychological aspect of your customers’ purchasing drivers to give an emotional touch to your value proposition.
3. Don’t take yourself too seriously
It always helps to set a friendly tone with your target audience. Appearing cute and smart without compromising your main message is a great way to establish the kind of connection that will make it easier for you to get your points across.
You can attract a wider customer base if you incorporate humor and add something catchy to your value proposition . This way, people will find you approachable and easy to do business with, which is a huge boost for your entire brand image .
However, overdoing this approach will negatively impact your authority as an industry leader. You don’t want to overdo the casual approach; instead, balance things out by maintaining a professional demeanor.
Removing any bland sales jargon and using witty references will do wonders to connect with your audience. But remember, if you decide to go this route, make it part of your brand voice and use it consistently throughout your marketing efforts.
SonniFix , a brand that offers solutions that promote nasal breathing, is a great example. They balance a somewhat edgy/conflicting value proposition in their headline with excellent supporting copy that frames the meaning of their core message.