Value delivery is what every customer expects from any product/service they buy. It becomes necessary that every marketer must deliver real value in the product offered. Value delivery begins with a strong and persuasive value proposition which every marketer must write to attract leads and optimize conversion.
Value proposition is a statement of promise that a product or service will deliver a benefit or solve a problem. It also highlights why your product should be preferred to that of the competition. Peter Sandeen advises that “If you don’t have a strong value proposition or you don’t know how to use it, your marketing lacks persuasive substance”.
Therefore, if you want your value proposition to work then you must communicate its essentials effectively. Here are helpful tips you can follow:
Communicate Your Information in Simple and Specific Style
When writing your value proposition, it is important that it be presented in way that even people on the street will understand what you are talking about. On your website, present the details in way that everyone will understand. You should:
- Use simple headlines that easily direct readers on what to expect from your presentation.
- Communicate all vital information above the fold and don’t leave such till the end of the page.
- Be specific in the call-to-action so that visitors will easily perceive the value they can grab. For instance, instead of stating “sign-up here” you can state “click here to grab your ABC book“.
Communicate the real difference in your product
Your customer needs to be motivated to buy your product. This will come into play if you are able to provide them with that “extra” value away from the competition. Your proposition should clearly state this unique value. The following steps would be helpful:
- Identify what motivates your customers in terms of perceived benefits minus perceived costs.
- Present in a very clear way all the features that will trigger the motivation.
- State the specific feature and benefit only your product can provide. For instance, instead of stating “our software uploads images” you can write “our software uploads your images in one minute“.
Communicate value in the language of your customers
A value proposition should address the concerns of the customers at every point in time. You need to understand what the customers want and how they speak about their problems. Your value proposition should be communicated to solve these problems
In this vein, it becomes imperative that language expressed by the customer through the product be understood. To achieve this, you should:
- Talk to your customers to gain insight on how they feel about a product
- Pay close attention to the phrases they use in feedback
- Write copies around your expected outcome
- Revise the copies to center around the actual desires of the customers.
Writing a value proposition requires creativity. This begins with understanding who the customer is and what benefit(s) they expect from a product or service. You should communicate these benefits expressly in simple ways.
So, how do you communicate a compelling value proposition to a prospective customer?