How compelling is YOUR value proposition?
Start with determining what your customers want to achieve. What specific outcome sounds like success? Talk to them, define it well, and state it plainly—that’ll be music to their ears.
A compelling value proposition has a number of responsibilities. Telling your customers to “just do it” isn’t one of them.
Here are 4 tips from Help Scout to help you to “Sell Like You Mean It”
1. Relatable results
- Remind customers of their current headaches and explain how their situation will improve.
- Show how other customers have found success with your product and show a clear before and after—one that feels attainable and speaks to the outcome they want.
2. Clear-cut benefits
- Getting specific means leaving little to the imagination.
3. Define real value
- Value is what the customer gets, and in order to state that well you must understand why customers are using your product.
4. Place priority on your point of difference
- Which is the reason why your solution is better than the competition’s in some notable way.
- What can YOUR solution do that the others can’t?
Getting your point across requires catching and keeping a customer’s attention. “Where am I? What is this?” is the starting point of every new visitor who hits your site. Details matter. Customers will scroll, but the only guarantee you have are the items up top, doing all the heavy lifting. Don’t stress over silver-bullets, but make each piece of the puzzle count.
“In marketing, “motivation” is often said to be equal to the perceived benefits minus the perceived costs”……says Gregory Ciotti, Help Scout
You first write copy around the desires and outcomes you expect to hear; you revise it around the desires and outcomes you actually hear. You want potential customers to say, “It’s like you read my mind!” There’s no skipping this step, so talk to your customers and pay close attention to their feedback.
When projecting value you need to keep in mind these timeless approaches:
- Customer testimonials
- People like hearing from other people who have made the switch.
- The problems are relatable and the outcomes feel real.
- Assurances are about seeing a feasible out.
- In essence, you’re saying, “Even if it all goes wrong, here’s how you’ll be set right.” Whether that means, “Fall in love with it or send it back in 30 days, no charge!” or “With a 30-day free trial, there’s no risk,” stick to showing that they will walk away taken care of.
- Social proof
- Look at the companies your customers most relate to and those they most admire.
- Outcome is the name of the game—who would your customers love to emulate?
Without a compelling value proposition, those who might benefit most will walk right on by. One of the best ways to demonstrate value is to know better than anyone else what life is like before and after your product. You must convince customers that the outcome is true and well worth the effort.
Price is what you pay and value is what you get.
Communicating value means clearly defining why they should buy.
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To Your Success,