𝗩𝗮𝗹𝘂𝗲 𝗣𝗿𝗼𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻: 𝗥𝗲𝘀𝗽𝗲𝗰𝘁 𝗬𝗼𝘂𝗿 𝗖𝗼𝗺𝗽𝗮𝗻𝘆 𝗮𝗻𝗱 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀
Updated: Mar 26
Startup leaders relentlessly pursue their ideas to change the world. To make a huge impact, you need to connect your vision with your customers’ hopes and fears.
The Value Proposition clearly articulates how you solve customer problems better than anyone else. It’s not only critical to competitive advantage, but also your strongest impression on customers. They will be willing to sign up and later become loyal advocates if you help customers increase revenues, reduce expenses, or improve their operations.
How do you articulate your value proposition effectively?
Self-Aware – Start by knowing yourself and your business
Purpose: Why do you exist?
Vision: What future do you want to create?
Values: What principles guide your behavior?
Relevant – Identify your customers’ main problems
Qualified: What makes customers ready to receive your solution?
Ready: What do they need right now?
Alignment: Do those needs relate to your products or services?
Impactful – Connect your business to your customers’ needs
Value: What makes your solution meaningful to the customer?
Uniqueness: What differentiates you as the provider of this value?
Edge: Why should customers buy from you?
Strong value propositions evolve with your customers so regularly check that you are providing the most benefit to customers as they and the world change.
Once you have some ideas through this process, it’s time to wordsmith the value proposition. Overall, the value proposition should be unique, clear, and concise. Don’t get too fancy. Your language doesn’t have to be aspirational, emotional, or laden with jargon - it must be impactful, direct, and precise.
You should consider these components to your value proposition:
Headline – The end benefit to the customer
Explanation – What you offer, to whom, and why
Points – Main benefits and results for your customers, and the impact on their lives
Visual – Video or graphic to support your message
You can adapt the above across various media and collateral and use A-B Testing* to improve each element.
You value proposition should differentiate you from the rest of the industry in a way that is meaningful. It's not a slogan, tagline, or some grand way to position yourself in the market. To be clear, the emphasis of your value proposition is on the customer, not you.
When communicating your business to others, keep in mind the following issues:
- Words and gimmicks are valueless to customers (slogans, tagline, aspirational statements, and phrases like “here’s an offer you can’t refuse” often mean nothing).
- The hype (“we’re the best!”) is best saved for your team meetings. For customers, demonstrate your value instead of screaming it.
- A grand mission or detailed description of your business (offices, talent, growth metrics) also do not really matter to customers.
- Descriptions of your product features, incredible service, and expertise and credentials from the outset is more about you than the customer. (Avoid starting a discussion or presentation with these. Instead, lead with insights about them.)
Your value proposition should inform and drive your communication. It’s your way of communicating the true meaning for customers so others can understand your offering.
* See my post on A-B Testing here: www.webuildscalegrow.com/post/d46e1519
Photo by Myriams-Fotos who can be found here: https://bit.ly/3tQ1r71