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5 Ways to Make Your Value Proposition Clear


When selling a product, the value proposition must be at the forefront. Customers should  immediately understand why your product can help them, and if you fail to offer this information, you’re likely to lose the sale.

Clearly stating the value proposition of your products, services, or company can be a tricky balance. As you navigate this path, consider these tips:  

1. Target Your Audience

The first step in defining value proposition is knowing your audience. You’ll have a hard time appealing to those customers if you don’t truly know them and what they’re looking for. Your company won’t appeal to everyone who visits your website, so you want to target those who are most likely to purchase.

Start by creating buyer personas. Define basics like demographics, and then delve deep into their motivations and the problems that your company can solve.

Use the information created in these buyer personas to interact with and truly resonate with your audience. Take a walk in your customers’ shoes and understand the challenges you can help them overcome. Then, use that information as the backbone for your marketing campaigns.

2. Create Content That Explains Its Value

A key purpose of content is to explain value proposition to your customers. Speak the language of your targeted demographic. This might mean using jargon, humor, entertainment, seriousness, facts and statistics, or another tone that resonates with them.

Additionally, don’t try to start a new conversation. Instead, join the conversations already in play. Your customers are probably talking about the problems that your products and services can solve, so leverage these conversations.

You can also use content on a blog or product page to explain the value of a product you’re selling, especially if you’re targeting to a market that’s less familiar with your products.

For example, a company that sells French tablecloths in America uses its blog content to explain the meaning and significance of tablecloths in French design. It makes the product look more desirable to those interested in this style of home décor. The same principle can be applied to any of your products and services to make their value clear. 

3. Study Competition

Your biggest competitors might offer the best advice on establishing value proposition. Examine their marketing, content, special deals, and more to see what works with your target audience.

You can steal these ideas from your competitors, but it’s better to improve their ideas. If they’ve written a super informative blog post about the value of their content, create a video or infographic that goes into more detail. If they include a free gift with any purchase, include two gifts. You get the idea.  

4. Make Value Clear From the Beginning

Compelling headlines always receive more attention, and the same goes for your value proposition. If it’s made clear from the first interaction with your business, customers are more likely to make a purchase.

Consider this example from the popular conversion rate optimization company Unbounce. Their value proposition is clear from the homepage, where it promises headache-free conversion rates and more skilled marketing advantages. With the first glance, customers already know what their company has to offer and the biggest problems that can be solved.

Apply this same principle to social media posts, blog posts, advertisements, and other first-interactions customers might have with your business. The simple clarity afforded in these first-looks will show customers exactly what they can get out of doing business with you.

5. Be Simple, Clear, and Concise

While an in-depth blog post or video can explain an unfamiliar concept to your customers, usually, brevity and simplicity are most appealing. Customers shouldn’t have to think about why your products can make their lives easier because you’ve already stated the reasons.

Value proposition should speak the language of your target demographic. Illustrate concrete results that will come with using your products. You can also talk about what makes your products and services better than a competitor’s.

In most cases, your value proposition should be delivered in a concise sentence or two. For example, the value proposition for the productivity app Slack is clearly stated at the top of their homepage where it says, “Where work happens.” They also go into brief detail about what their product has to offer compared with a competitor. This example offers a simple formula that can be applied in any business setting.

Clear value proposition is one of the most useful tools for turning intrigued visitors into loyal customers. Your ability to make that value proposition clear and understandable will be your most effective tactic in increasing conversions and establishing stronger customer relationships.


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