If you haven’t already, your business should have a well developed platform.
After you have a strong platform, you’re ready to support your platform with value propositions. A value proposition should tell a potential customer WHY they should do business with you. What’s in it for them?
What sets you apart from your competition or other alternatives?
Value propositions can focus on features or even potential questions or objections of customers. Take a look at Uber’s value propositions:
- One tap and a car comes directly to you
- Your driver knows exactly where to go
- Payment is completely cashless
All 3 are strong features but notice the questions and objections they also overcome.
Question: Is it hard to tell a driver where to go?
Objection: I don’t know the address I’m currently at.
Value Proposition: One tap and a car comes directly to you
Question: What if I don’t know how to get to where I’m going?
Concern: I’m directionally challenged even when I have my GPS open and I don’t know East from “turn left at the Arby’s.”
Value Proposition:Your driver knows exactly where to go
Question: How do you pay?
Objection: I never carry cash.
Value Proposition: Payment is completely cashless
Other notable value propositions from well-known brands:
- Absolutely simple
- Makes your life simpler
- Makes your life more pleasant
- Makes your life more productive
We recommend having three value propositions on your home page that support your brand platform. They should point out the best benefits and features of what you offer while being simple and direct. If you’re struggling to come up with strong value propositions, consider doing some market research on what questions and objections you hear the most from potential customers.