A value proposition tells prospects why they should do business with you rather than your competitors, and makes the benefits of your products or services crystal clear from the outset. Uber's value proposition, offering uber convenience Without explicitly saying so, Uber expertly highlights everything that sucks about taking a traditional taxi and points out how its service is superior. The simple yet highly effective copy above, taken from the Uber homepage, excellently conveys the simplicity and ease that lies at the heart of what makes it such a tempting service:
Actionable customer service tips and ideas, delivered weekly. No sales pitches, no games, and one-click unsubscribe. Enter the world of value propositions.
The reality is there are all sorts of inertia to overcome. Communication is hard, and it needs to cascade to every level if you want to be persuasive. A former case study on MarketingExperiments showcases a test where that was definitively true.
The two headlines below were tested against each other: Bland always goes bust. Start with determining what your customers want to achieve. What specific outcome sounds like success? A good value proposition sells with specificity A compelling value proposition has a number of responsibilities.
Slogans are great boardroom meeting material when you have a billion-dollar advertising budget. Not so much for the rest of us. Relatable results The compelling context. Remind customers of their current headaches and explain how their situation will improve.
Show how other customers have found success with your product and show a clear before and after—one that feels attainable and speaks to the outcome they want. Clear-cut benefits Getting specific means leaving little to the imagination.
Is your reporting being used to drill down on data or to give a convincing presentation to the boss? That affects how you present it to prospects. No wonder eye-tracking studies consistently show that headlines take priority; they are the highway signs for where a prospect wants to go next.
Elevator pitch length may be great for most value propositions, but information above the fold must move quicker than a pedestrian in New York City. On the web people speed by even things they care about. Could you communicate value to someone walking by on the street?
Sharp example from Churnbuster. Yes, customers will scroll, but the only guarantee you have are the items up top, doing all the heavy lifting.
Why this option over that one? Help Scout is entirely invisible to the customer. We showcase this feature widely on our site because it lets our customers handle email support without losing the personal touch, which is often what they want most from a help desk. Points of parity, on the other hand, sell on expectations—features your customers expect to see.
Tools can be judged on their specifics, too. You may equal competitors in some of these areas, but for the most important outcomes, you need to shine.A business plan is more than a tool for getting funding.
Think of it as the road map to your business's future. Jun 14, · A significant part of defining a value proposition involves what I like to call the vetconnexx.com you find yourself answering a definitive yes to the majority of these questions, then you are on the.
Thanks for such a great list! Demian, don’t you think that writing a long copy isn’t always good? Some prospects don’t like to read a lot and want to get answers to all their qiestions in a concise way.
A value proposition tells prospects why they should do business with you rather than your competitors, and makes the benefits of your products or services crystal clear from the outset.
Email subscriber Jennifer recently wrote to us saying, “I’m a big fan of MECLABS and your value proposition work.
I’d love to see a story with specific examples of five great value propositions.”. A great value proposition can make or break a business or a new product. The key to writing a great one? Being clear to your prospect regarding the value they’ll get out of your product.