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How to Build a Compelling Value Proposition

Chris Christoff
Chris Christoff

When people know what makes your brand stand out, they are more likely to subscribe to your email list, check out your social media account, and potentially buy a product from your online store.

Do you want to get people interested in your brand, but don’t know where to start? If so, you're not alone. There’s a lot of confusion around this topic because there are countless ways to build an audience and sell your product. 

The fact is, none of your other marketing strategies will work unless you have a compelling value proposition. After a person lands on your website, they want to see what makes you different. When people know what makes your brand special, they are more likely to become a customer.

Unfortunately, many business owners dump their resources into building a top-notch marketing campaign but miss the mark on explaining their value proposition. 

Our goal is to help you understand and how to use value propositions throughout your various marketing campaigns. 

Fine-tune your presentation. 

You've probably heard the saying, "You never get a second chance to make a first impression." This statement holds true for businesses as much as it does individuals. If you want first-time visitors to come back to your website a second time, you need to make sure your value proposition presentation is clear, concise, and informative. 

Not all businesses will adopt the same approach when presenting the value of their brand, but most companies will use these components: 

  • Heading: A direct message that summarizes all of your benefits into one short sentence. 
  • Sub-heading: A brief explanation that usually consists of one or two sentences that explains who you are, who your company is designed to help, and why. 
  • Benefits: Use bullet points to briefly give users an overview of your product or service’s specific benefits. 
  • Image/ video: Images and videos can help drive the point home and give consumers time to learn more about your business. 

Of course, having all of these elements doesn’t mean your presentation will be perfect. We suggest keeping your value proposition landing page as simple as possible. If you can help it, don’t run extra advertisements or add unnecessary information. Your sales page's presentation should put consumers in a position where the proposition is the only on-screen thing holding their attention. 

Talk about relatable benefits. 

So, you've decided on a presentation, and it’s time to think about how you'll turn casual visitors into customers. You'll have a much better chance at converting leads if you talk about the unique benefits of using your product. 

Don’t focus on the things your competitors are also doing. Instead, think about what makes you different. Is your SaaS software the easiest to use in the industry? Do you have a feature that no other competitor has implemented? Think carefully about the qualities that define your products and services and use them when writing your value proposition copy. 

Spending time focusing on benefits can help you dramatically improve traffic and conversions. A surprising 68% of consumers spend time reading content from a brand that appeals to their interests. 

If you manage to describe how you'll help the consumer, they may decide to go back to your blog to read more content. Make sure you're creating blog content that explicitly dives into the benefits listed on your value proposition page. 

Focus on accessibility. 

Next, let's talk about the importance of accessibility. There's no doubt that some consumers will land on the page where you display your value proposition and have questions. You want to do everything you can to ensure that consumers are able to find out precisely what they need to know to make a buying decision. 

You can choose to add an FAQ page, which can help you overcome objections while the customer is still on your website. Answering common questions is also a great way to show transparency and that your brand is interested in providing a valuable service to the community. 

We can't talk about accessibility without mentioning customer service. Sometimes, people will have questions that are not answered in your FAQs or directly in your proposition. If this happens, you’ll want to make sure customers have a way to quickly reach your customer service team. 

You can include a chatbot on your site, which will redirect customers to a chat conversation with a live agent. Train your team to understand advanced objections so they can counter them with factual information about your brand. Nailing customer support is essential in all aspects of your business, but there’s no doubting the importance of using this tool to win over potential customers. 

Use multiple platforms to showcase value. 

Many marketers will tell you that using social media platforms and email to communicate with consumers is mostly done for more growth or sales. While both of those marketing channels are great for growing your company, the reason why this occurs is worth mentioning. 

Consumers are attracted to brands that offer unique values and benefits when compared to other companies. Your email and social media followers may need to be reminded of how your product or service will solve a crucial pain point in their lives. 

For example, if you want to convince email subscribers who have not bought something from your store that they should, showing the value of your brand through email may be the key to convincing them to give your site a second look. 

The way you'll accomplish this task will vary based on your industry. As a general rule, we suggest using the components we mentioned above in your email copy. Your value proposition heading as an email subject line could be just the thing users need to see to open your message. 

You can apply these same rules to your social media accounts. A whopping 59% of people use social media for buying inspiration. Creating posts highlighting your benefits while overcoming objections is the perfect way to convince someone who has never been to your website to click-through. 

Understand scarcity marketing. 

There's nothing more eye-catching than seeing the clock on a limited time offer ticking down. Promotions are limited time, so getting the attention of potential customers during this period is key to your success. 

It’s vital that you include elements of your value proposition throughout your on-site and email offers. For instance, if you add an on-site offer that encourages users to subscribe for 50% off their first purchase, briefly tell consumers why your deal is worthwhile. People are not likely to care if your offer is 50% off if they don’t know much about your product or service.

When you add scarcity marketing, which focuses on limited availability or time, you encourage more consumers to act fast. If you can connect with a lead within one hour, you're 7 times more likely to convert them into a customer. 

Convincing users to signup and take your offer all pivots on how you present your business. Let them know what problem your product will solve and explain how they will feel after you resolve their issue. Add a timer to the offer to let users know that this isn’t something that will be around tomorrow, and you could potentially see more subscribers, customers, and website traffic. 

A solid value proposition can help you grow your business exponentially. You have to keep your customers' wants and needs in mind when developing this part of your marketing strategy. Every company and industry is different, so your value proposition is unique to your brand, depending on what you sell. 

Keep the factors we mentioned today in mind the next time you want to start a new big campaign. Ask yourself if you're clearly putting your value on display for prospects. Spend time refining and improving your proposition based on customer feedback and engagement, and you can expect to see significant results in the form of conversions and website traffic.  

Image Credit: Rawpixel/Getty Images
Chris Christoff
Chris Christoff,
business.com Writer
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Co-Founder of MonsterInsights, the leading WordPress plugin for Google Analytics.