Humans are wired for value rating. Every day, we make decisions based on the value perceived by an outcome.
Should I buy this product or that one?
Should I go out for lunch?
Should I reply to this email now or later?
In the decision-laden world of marketing and graphic design, standing out from the crowd isn’t just a goal – it’s a necessity.
Your brand’s value proposition is a promise of the value you can deliver. It’s the primary reason a prospect should buy from you. It’s also the number one thing that determines whether people will bother reading more about your product/service, or hit the back button.
Let’s start with a quick overview of what a value proposition is.
In marketing, a value proposition is a short and snappy statement that outlines the benefits of your product/service, how it addresses customer needs, what sets it apart from competitors, and why customers should choose it. It must be relevant, quantifiable, and differentiate your product from others in the market. Be careful not to mix it up with your slogan, a slogan is a catchy phrase or tagline that captures the essence of your brand, while a value proposition focuses on outlining the unique benefits and value that a brand or product delivers.
When we review websites, a missing or poor value proposition is one of the most common shortcomings.
How do you fix it? Here’s our guide to creating a value proposition that packs a punch:
Understand your audience.
Before you can create a compelling value proposition, you need to understand who you’re targeting. Who are your ideal clients? What are their pain points and challenges? By diving deep into your audience’s needs and preferences, you can tailor your value proposition to speak directly to them.
Highlight benefits, not features.
While it’s important to showcase what you offer, it’s even more crucial to emphasise the benefits. Features are what your product or service does, while benefits describe why those features matter and how they will help your target audience.
Here’s some examples:
Feature: Smartphone with a 12-megapixel camera.
Benefit: Capture high-quality photos and memories with crystal-clear detail.
Feature: Experienced local graphic designers with expertise in various design styles.
Benefit: Leverage the creativity and skill of seasoned local graphic designers to stand out in a crowded market.
Feature: Wireless design.
Benefit: Eliminate tangled cords.
Keep it clear and concise.
In today’s fast-paced world, attention spans are shorter than ever. That’s why it’s essential to keep your value proposition clear, concise, and easy to understand. Avoid jargon and industry buzzwords. Instead, focus on communicating your message in simple, straightforward language that communicates exactly what you offer.
Test and refine.
Creating a value proposition is an ongoing process of refinement. Don’t be afraid to test different messaging strategies and revise them based on feedback from your audience. By continuously fine-tuning your value proposition, you can make sure it remains relevant and inviting to your target market.
Creating a perfect value proposition for your brand can be tricky. But if you don’t state why people should buy from you, you will lose most of them. If you’re not quite sure you’ve got it right, reach out to people like us at Talk Visual – Let’s talk!
