Value Propositions are undoubtedly one of the most fundamental concepts in conversion copywriting. It forms the basis for the rest of the copy.
But what exactly is a Value Proposition?
How do you know if your approach is right?
How to score your UVP to make sure you’ve nailed it?
Think of it this way.
Try to answer “What’s in it for me?” from the reader’s perspective.
What exactly are you offering?
How is your product or service going to improve your customer’s life?
Of course, you can explain it in detail if you have the luxury of taking 1000 words. But we don’t have that luxury *yet*.
If you don’t nail your unique value proposition, the prospect just leaves your site or whatever platform where you’re trying to sell.
It all comes down to conveying exactly what’s in it for the customer in a concise yet comprehensive way that pretty much gives them an overview of what to expect from the product.
But where exactly do you place the value proposition?
It should be placed pretty much on every landing page on the website – from your home page, product pages and other dedicated landing pages that you might be having. Pretty much every page that has a CTA, where you expect the visitor to take some kind of action, unlike pages that are solely for informative purposes.
Any Godfather fans here?
I’m gonna make him an offer he can’t refuse.
And through this offer, you should communicate a solution or a benefit to the prospect.
Secondly, through the VP, you have to make it clear who your targetic audience is.
Who is it for?
A football player, a small business owner, for pet owners, for college students or someone with a specific problem. The list is endless.
You might be thinking “Well my product is for everyone and I don’t want to lose customers by eliminating a few of them.”
This is a very common trap copywriters and business owners usually fall into. If you’re not identifying your target audience and calling them out, you’re losing out pretty much everyone.
Let’s understand it better with the help of an example.
Let’s say you’re an entrepreneur who’s looking for a platform for your teams to connect and collaborate.
Value Proposition #1
“From college groups to large enterprises, we help you connect with your peers and collaborate on big ideas.”
(P.S. This is something I just came up with. )
Value Proposition #2
“Work on big ideas, without the busywork.
From the small stuff to the big picture, Asana organizes work so teams are clear what to do, why it matters and how to get it done.”
This is the value proposition on Asana’s home page.
Which one would you choose? Which one would you relate to more if you were a startup co-founder?
In the first case, we’re talking to a significantly larger audience. But that wouldn’t attract any of the parties. This is the reason it’s very important to identify your target audience and mention them in the value proposition.
Thirdly, a good value propositon should deliver specific benefits.
In some cases, it will be a direct consequence of identifying your target audience but that doesn’t necessarily mean you can ignore it.
You should understand things your prospects care about through research. And importantly, give them a reason why they should choose you over your competitors.
Is it because of pricing? If that’s the case, say so. But there are so many other factors that influence your prospect’s decision other than price.
Whatever ways in which you’re delivering more value, say so.
Finally, make sure that it is easy to understand. There’s a tendency more often than not to overwhelm the prospects with jargon that makes absolutely no sense and boasting about your patented technology.
While it’s not a bad thing to brag about your differentiators, it’s important that you communicate clearly how that feature or advanced technology is going to efficiently solve your prospect’s pain point or deliver additional benefits.
Communicate in a language that feels natural to your target audience. If you were the target audience, how would you complain about the problem that you’re facing or whatever you’re looking for?
Try to dive deep into those intrinsic details. What’s the context? Is there a specific situation when you need the product more than ever?
Here’s a checklist from CXL Institute’s “Introduction to Copywriting” course to make sure you’ve nailed your value proposition:
- What product or service is your company selling?
- What is the end-benefit of using it?
- Who is your target customer for this product or service?
- What makes your offering unique and different?
Thinking from the customer’s perspective will bring out the most authentic copy.
As a rule of thumb, if the copy is not something you would use while communicating with your friend or peer, rewrite it.
So how does the structure of a value proposition look like?
- Start with an attention grabbing headline.
- Follow it up with a lead that explains the benefit or solution in 2-3 sentences.
- Maybe use 3-4 bullet points to further elaborate the key benefits that are associated with the features.
- Use an image or a short video. Be it the image of the actual product or the visual of the product in action solving any pain point.
While you don’t have to be extremely rigid about this strucuture, it’s a good place to get started.
Always try to use social proof whenever possible to back up the claims you’ve made in the value proposition.
It might be through testimonials or any big clients that you have or just the existing number of customers that are using your product or service.
It’s advisable to come up with multiple versions of the value proposition. You’ll never know which one is more effective unless you test it.
Always, always and always keep testing your copy.
So that’s it for this article. You’ve learned why value propositions are dealbreakers and the elements that you should take into consideration while crafting one.