Creating killer

value propositions

is top of your priorities

Value propositions are one of the most important elements on web pages and ads. Capturing people’s interest and getting them to find out more about what you’re offering all comes down to how successful your value propositions are. Fail with your value propositions and people probably won’t even notice your ads. They’ll hit the back button before making it beyond the fold of your most important pages they will also have zero incentive to read through copy explaining a concept you failed to excite them about the first time around.

In short, creating killer value propositions should be top of your priorities for every ad and most pages on your website.

What is a value proposition?

A value proposition is a concise and compelling description of the core benefit people get from doing business with you. In the case of your brand, it’s the unique value you have to offer that people won’t get from elsewhere. In the case of your products or services, it’s the problem they solve or the positive impact they have on people lives.

GET

Who you are targeting

WHO FEEL & THINK

a certain way

TO THINK & FEEL

a different way

BY TELLING THEM

This is the Proposition

A value proposition isn’t a slogan

A slogan is designed to encapsulate your entire brand image in no more than a few words. Whereas a value proposition isn’t really about your brand at all. It’s about what your product, service or other offer can do for your target audience.

It isn’t a positioning statement either

A positioning statement defines what your brand does, who for and why you do it better than your competitors. Positioning statements are specific, tailored to your target audience – and, once again, more about your brand than the end user.

Value propositions are broader concepts and 100% about what your customers.

What makes a great value proposition?

Okay, so we’ve looked at what a value proposition is and what one isn’t. However, the art of crafting an effective proposition that grabs people’s attention and primes them to take action is something else altogether. So let’s run through the key attributes of a great value proposition.

It must be… valuable

There’s a clue in the name with this first one. Skip onto the value part with your value propositions and you’re going to misfire. Assume every visitor who lands on your page is asking themselves “what’s in it for me?”

Tell people what they get out of buying your product or procedure and make it sound exciting.

Capture the main benefit

This one can tricky if you have a complex product or service. The challenge is to capture core benefit(s) that makes your offer stand out from the way people currently do things.

Make it clear

When your value proposition is trying to capture a broad concept it can be hard to keep things clear and concise. If you fail to do this, though, you’ll lose all the potency you need to capture people’s attention.

If you’re struggling to do this, create a value proposition in the style of a call-to-action. Literally tell users what they’ll be doing by as soon as they take action on your offer, in the same way you would with a good CTA.

Make your product stand out

As with all marketing messages, your value proposition needs to make your product, service or brand stand out among the competition. Doing this convincingly is no easy task but a key bonus is to make yourself sound innovative.

This is a solid tactic for tech firms, medical device companies , the pharmaceutical industry and any product or service that aims to innovate. The only thing is you need to back up your ambitious statement by living up to the promise.

Solve an ongoing problem

Nothing is more valuable than solving a problem that’s been burning away at your target audience for a long period of time. No matter what you’re selling, if you can make people confident your product or service will change their lives, you’ve got yourself a killer value proposition.

If customer influencing is difficult, make it easy. If your target audience is unaware of your service or product, put an end to it. Promise a solution that captures their attention. If it isn’t, make the problem clear to them and then position yourself as the brand to solve it for them.

Make it stand out visually

Make it Stand Out Visually

Aside from using whitespace to your advantage, you’ll want to make the most of graphic styles. Find the right balance between bold and descret, especially if you have a heading and subheading design (always a good place to start).

Colour contrast is also important. A strong contrast between text and the  background is important. Contrast between bold and regular weighted text is also a contributing factor. Two tone copy can on backgrounds can be a common problem for mobile users browsing in daylight.