How to craft your unique value proposition
Credit to Author: Murali Murthy| Date: Thu, 04 Apr 2019 05:00:00 +0000
A value proposition is the answer to the two questions that your audience asks of you — the two questions that will help you progress to the next level, if answered correctly.
And the two questions are: Why You? and So What?
“Why should I hire you? Or choose your brand or buy from you?”
“And what will happen if I switch over to you, your brand, your product or your service?”
Clients and customers don’t automatically buy into skills, services or features. They first buy into what those services can do for them. It is called the brand experience. This explains how the Apples and the Starbucks of the world continue to grow. Their brand appeal goes beyond a better, superior product to a better, superior more emotional, more engaging brand appeal, brand value proposition.
So how can you create your own “unique value proposition”? Here are three easy steps to create your unique value proposition.
Step 1. Identify the problem your brand is going to solve.
Think … What inherent need or problem can you solve?
What’s that one trigger that will make someone want to hire you or buy your product or service?
Identify the pain point, the problem your audience is facing and how you can meet their unmet need.
Step 2. Narrow down your niche.
Here is a simple version of the most popular categories:
Your Brand can perform better or deliver results faster.
It can add value – better quality at a competitive price.
It offers the comfort of trust or convenience.
Or customization to specific needs.
Or accord Status.
Or Newness or Exclusivity – being the Only One or the Number One.
90 per cent of the time, your Value Proposition will fall into one of these categories.
Make sure you identify with one of these.
Step 3. Craft your statement.
Your value proposition statement shows how you solve a problem, build trust and offer a compelling reason to take action. Here is a template that you can use to craft your own:
YOUR VALUE PROPOSITION STATEMENT should cover:
FOR: __________ (Your Target Audience)
WHO: __________ (Statement of Need or Opportunity)
OUR: ________ (Skill, Product or Service)
IS: ______________ (Statement of Benefit)
THAT: _____________ (Unique Value)
To sum up:
– Identify a problem.
– List all the benefits your product offers.
– Connect this value to your buyer’s problem.
– Describe what makes these benefits valuable. And…
– Differentiate yourself as the preferred provider of this value.
Now go ahead, and craft your own unique value proposition and WOW the world.