What is a Value Proposition? (Plus 6 Great Examples and 3 ...

Unbounce is another example of a value prop that explicitly hits on a pain point: driving more conversions. This website is clearly geared ... Services InboundMarketing DemandGeneration BrandExperience WebsiteDesign VideoMarketing InboundSales HubSpotOnboarding Industries Technology Healthcare Industrial Sustainable ConsumerServices ConsumerProducts HigherEducation Work CaseStudies CustomizedContent Testimonials Resources MarketingGuides Blog About OurPeople WhyKuno Careers Newsroom Contact ScheduleConsultation CustomerSupport SubmitGuestBlog Industries Careers WhyKuno Resources LET’SWORKTOGETHER Blog SortbyTopic> BrandExperience ContentandDesign ContentMarketing CoronavirusResponse HealthcareMarketing HubSpot InboundMarketing InboundSales IndustrialMarketing MarketingAutomation PaidMedia RenewableEnergyMarketing SEO SocialMedia TechMarketing VideoMarketing InboundMarketing WhatisaValueProposition?(Plus6GreatExamplesand3CommonMistakes) ByCaseyNewmanFeb17/2021 Avaluepropositionisastatementthatanswersthe‘why’someoneshoulddobusinesswithyou.Itshouldconvinceapotentialcustomerwhyyourserviceorproductwillbeofmorevaluetothemthansimilarofferingsfromyourcompetition.Youknowwhyyourcompanyisgreat,butdoyourpotentialcustomersknowwhatsetsyourbrandapart? Agoodvaluepropositioncangiveyouanadvantageoveryourcompetitorsandisoftenwhatyourprospectsusetoevaluateyou.Andformanyconsumers,yourvaluepropositionisthefirstthingtheyencounterwhenexploringyourbrand.So,havingaclear,concisevaluepropositionismoreimportantthanever.(Considerthis:You’vegotlessthanaminutetocaptureasitevisitor’sattention.) Whencreatingavalueproposition,it’simportanttoidentifyallthebenefitsyourproductorservicesoffer.Describingwhatmakesthesebenefitsvaluableinaquicklydigestiblewayforthereaderwillhelpyourvaluepropositionmakeanimpression.It’salsocriticaltoidentifyyourcustomer’smainproblemyourvaluepropositionhelpssolve.Byconnectingthisvaluetoyourbuyer’schallengesyourvaluepropositionwillbecomemoreclear.Thisiswhathelpsdifferentiateyourbrandasthebestproviderofthisproductorservice.  TopCharacteristicsofaGreatValueProposition Beconciseandeasytounderstand Definewhatyoudo Makeiteasyforsomeonetofindyouinanonlinesearch Explainhowyourproductresolvesapainpointforyourpotentialcustomer Bedisplayedprominentlyonyourwebsiteand/oryourconsumertouchpoints Answerthequestion:“IfIamyouridealcustomer,whyshouldIbuyfromyouinsteadofanyofyourcompetitors?” Thatseemslikealottofitintoaconcisestatement,doesn’tit?Soitshouldcomeasnosurprisethatcreatingagoodvaluepropositionisastruggleformostmarketers.Marketingexperiments.comsurveyedmarketersandfoundthatmanystrugglewithvaluepropositionsbecauseeither: Theircompanyhasn’tidentifiedone Theircompanydoesn’tclearlyexpressit Theircompanyisn’ttestingormeasuringitsvalueproposition 6GreatValuePropositionExamplesExplained Shopify Shopify’svaluepropositionletsyouknowitcanhandleallofyourecommerceneedsnomatterwhereyousellfrom. Whyitworks:Whetheryou’reanestablishedbusinessorsellcrocheteddogsweatersfromapop-upshopduringtheholidays,Shopifyusessimplelanguagetocommunicateitsbenefitstoavarietyofsellers. Alittlefurtherdownthepage,Shopifyreinforcesitskeybenefitsbyfurtherexplainingwhatitcando. TrackMaven Whenitcomestomarketingsoftwareofferings,itcanbedifficulttoconciselycommunicateyour valuepropositionwhenthemajorityofyourcompetitorsofferthesameservices. Whyitworks: TrackMavenconciselyspeakstoamarketer’spainpoint—provingROI.Itclearlycommunicatesthatitunderstandsyou’reprobablyoverwhelmedtryingtoproveROI,anditssolutionmakesiteasyforyoutodoso.  ZoomVideoandWebConferencing AssoonasyouvisitvideoandwebconferencingserviceZoom’ssite,you’regreetedbytheirvaluepropositionandthereasonwhyyoushouldchooseitsservices—it’sratedtheNo.1videoconferencingandwebconferencingservicebyGartner. Whyitworks:Socialproof.Scrolldownalittlebitmore,andthecompanyanswersthe‘why’youshouldchoosethembyprovidingfivebenefitsuniquetothecompany.Notonlythat,itspeakstosomepainpointsbusinessesthatneedvideoconferencingmayexperience:inconsistentexperiences,difficultplatformsandhiddenpricing. Wordpress AssoonasyoulandonWordPress,it'simmediatelyclearthatthisservicewillhelpyoubuildawebsite.Evenasyouscroll,you'reremindedthatyouareherebecauseyou'reinterestedinbuildingone. Whyitworks:WordPressworksasanall-in-oneplatformforpeoplelookingtobuildawebsite,selltheirproductorevenstartablog,andasyouscrolldownthepage,alltheseelementsarehighlightedaccordingly.Forsomeonenewtothisprocess,thevaluepropalsopointsouthoweasyitiswithWordPress.Whencomparingtocompetitors,thiscouldbeamajorsellingpoint. Unbounce Unbounceisanotherexampleofavaluepropthatexplicitlyhitsonapainpoint:drivingmoreconversions.ThiswebsiteisclearlygearedtowardmarketerslookingtoimproveconversionswithA/Btestinginawaythatdoesn'trequirethemtowaitondevelopers. Whythisworks: Whowouldn'twantthesecrettoconvertingmoreleads?Thevaluepropusespowerfullanguagefurtherdownthepagethatallbutguaranteesthemoneywillstartflowingshortlyaftersigningup.  Groove Grooveisacustomersupporttool,andthensome.Groove'svalueisthatitcanhelpyourbusinessgrowwithoutleavingyourcustomersbehind. Whythisworks:Thissoftwareisgearedtowardpeoplewhohavetriedotherhelp-deskclientsandfoundthemtooexpensive,toocomplicatedorboth.There'sevenaCTAatthetopofthehomepagecallingGroovetheNo.1alternativetoZendesk.   MostCommonValuePropositionMistakes  Goodvaluepropositionscanbeaselusiveasaunicorn,butthatdoesn’tmeantheycan’tbefound(orinthiscase,created.)Butasyoureadearlier,mostmarketersstrugglewithputtingagoodvaluepropositiontogether.Hereareafewcommonmistakesthatcangetinthewayofcreatinggoodvaluepropositions. NotHavingProof Ofcourseyouloveyourproduct,ofcourseyouthinkwhatyou’vegotisthebestever,butshouldyousaythat?No.Ifyourvaluepropositiondeclaresthatyouhave“themosteasy-to-usemarketingautomationplatform”onthemarket,you’vegottobackthatup. TakeZoomvideoconferencing,forexample.Itsclaimthatitisthe“#1videoconferencingandwebconferencingservice”isbackedupbyaGartneranalysis.Butyoudon’thavetohaveastudybyaleadingITresearchandadvisoryfirmtobackupyourclaims.Casestudiesandcustomertestimonialscanalsogiveyoutheproofyouneed. ThesecustomertestimonialsfromBasecamphelpdrivehomeitssellingpointthatitmakes businessesmoreefficient. NotBeingClear We’veallbeenthere.Havingvisitedasiteorreadaboutaproductandbeingleftwiththequestion:“ButwhyshouldIcare?”It’seasytoseewhypeopleshouldbuyyourproductorserviceswhenthey’reyourproductorservices,butforeveryoneelse,youneedtoclearlycommunicateexactlywhatsetsyouapart. Ifyoursiteorvaluepropositiondoesn’tclearlyandquicklycommunicateyoursellingpointsandwhysomeoneshouldbecomeacustomer,yourpotentialcustomersaregoingtofindacompanythatdoes,andyou’llseethatinyoursite’sbouncerates. NotTesting Believeitornot,A/Btestingcanalsobehelpfulwhencraftingacompellingvalueproposition.SeewhatkindsoftermsperformbestbyA/Btestingconversionsonyoursite.YoucanalsofindwhichlanguageresonateswithyourpotentialcustomersbyusingPPCads,accordingtoMarketingexperiments.com. Initsexample,thecompanyusesPPCadsforanISOtestcompany.Eachadcontainsadifferentsetofkeywords.Then,basedontheclickthroughratesofeachad,youcandeterminewhichvaluepropositionresonatesbestwithyourpotentialcustomers. Agoodvaluepropositioncanbethedifferencebetweenyournextcustomeroranotherbouncestatistic.Creatingacompellingvaluepropositiondoesn’thavetobeoverwhelming.Clearlycommunicatingwhatmakesyouunique(withoutbeingtooclever)withproofandtestingcanhelpyoustandapartfromyourcompetition. TheAuthor CaseyNewman Aformerjournalist,Caseytellsbrands’storiesandhelpstocreateengagingcontentstrategiesforcompanies.BeforejoiningKuno,shewasinchargeofpublicrelationsformarketingtechcompanyKnotice.SheearnedagoldHermesCreativeAwardforKnotice’sblogcontentandspearheadedseveralcontentinitiativesthathelpedleadtothecompany'sacquisition. MOREFROMTHISAUTHOR> RelatedPosts InboundMarketing 13DigitalMarketingTermsYouNeedtoKnowfortheNewYear January4,2022 InboundMarketing MarketingtoGenZ:TheDigitalNatives December23,2021 InboundMarketing MarketingtoMillennials December21,2021