Think of a value prop as the written form of your elevator speech. It’s one of your key messages that helps someone understand very quickly what you’re all about. It will also appear on all your marketing material.
A value proposition helps your audience understand how you can help them and should be completely focused on the customer.
In this episode of 5 Business Rules, I talk with Monika Jansen about how to write a value proposition that will connect with your audience. Watch the episode or read on for the tips.
Start with the “why”
Why does your business exist? Why should people care about you?
While this sounds like a great time to talk about your expertise and all the great things you can do, the trick is to relate your skills to the customer. What is the benefit for them? How can you make their life easier?
Monika gave a hat trip to sales coach Carolyn Herfurth of The BizTruth for the next two tips, which are questions to ask: “So what?” and “So then?” This is an exercise that should be a conversation – ideally with someone you trust to help you define your value.
Imagine you’re at a networking event talking to Monika and you learn she’s a copywriter. You might say to yourself, “so what?” What does that mean to me?
Monika must then answer “so then” and explain to you why her copywriting services can impact your business.
This exercise not only helps you pull out your key points to create a written value proposition, it’s great practice for real sales conversations, as you learn what information to share.
Talk to your current clients that you love (and who love you) to find out what’s so great about working with you. Why did they decide to hire you? What do you bring to the table that no one else does?
Getting real feedback helps you understand the value you bring – and your best selling points. The answers may surprise you because what you think attracts your clients may not actually be the thing that stands out to them.
Make sure it passes the Grandma test
When you put everything together to create your value proposition it should be clear and simple. No jargon, no slang, no long explanations.
Imagine giving your value proposition to your grandma – will she understand what your business is about? Better yet, call up your grandma – or find a 10 year old and give them your value proposition. Do they look confused? Are they even interested? Let their questions help nail down your message.
Having a strong value proposition can make a big difference in sales, but it’s not a solitary process. Make sure to ask and listen to the people around you to make your value proposition shine.
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