At its most basic level, a value proposition is a promise you make as an organization to deliver something (either monetary or advantage) to a critical player you have in your industry.
In other words, a value proposition is a statement that answers the ‘why’ someone should do business with you. It should convince a potential customer why your service or product will be of more value to them than similar offerings from your competition.
A value proposition should clearly explain how a product fills a need, communicate the specifics of its added benefit, and state the reason why it’s better than similar products on the market.
The ideal value proposition is to-the-point and appeals to a customer’s strongest decision-making drivers.
How to Write a Value Proposition:
- Identify all the benefits your product or service offers.
- Describe what makes these benefits valuable.
- Identify your customer’s main problem.
- Connect this value to your buyer’s problem.
- Differentiate yourself as the preferred provider of this value.
A few examples of Value Propositions:
Coca Cola’s current value proposition is “The Coke Side of Life”
This represents happiness when you open up a can of coke or any other Coca–Cola product. “The Coke Side of Life” explains that it is an enjoyable, comfortable, and sociable environment when one actually consumes a Coca–Cola product.
Apple iPhone – The Experience IS the Product
This aspirational messaging is Apple’s value proposition. Apple states that it believes a phone “should be more than a collection of features” – yet this is precisely what a smartphone is.
Netflix’s entire value proposition is linked to the fact that it provides quality entertainment to its user, 24/7.
This proposition includes: Access to a huge catalogue of products, with content for all tastes. On-demand streaming, with 24/7 access – without ads!
Nike offers four primary value propositions: accessibility, innovation, customization, and brand/status.
The company enables customization through its service NikeID. It allows customers to personalize various aspects of their shoes, including sport style, traction, and colors. Socks can also be tailored.
A Value Proposition is definitely NOT:
- a set of technical or jargon words (e.g. “certified specialist”)
- a recital of qualifications or licensing status (e.g. “I’m an MBA”)
- claims relating to your character (e.g. “honest”, “trustworthy”, “dependable”)
- a slogan of company tagline (e.g. “investment adviser”)
- ….and nor is it a rambling recital of your resume….(e.g. well I’ve been an adviser for 25 years and have worked for 10 companies, and I’ll tell you about each of them….”)
THE PRODUCT OR SERVICE IS NOT THE VALUE PROPOSITION
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