How to Write a Strong Value Proposition by Jill Konrath: The Sideroad
How to Write a Strong Value Proposition
A few weeks ago I sent out a newsletter announcing my new web site, Selling to Big Companies. The next day I received an email from a subscriber that said:
"You did a good piece of selling in the email. I read all the way to the bottom, and I had NO intention of doing so when I glanced at it. You must know your stuff!"
While I enjoyed the compliment, what really surprised me was that it was from a professor in the Pharmacy Sciences Department of Midwestern university.
What in the world was a PhD doing reading a newsletter on selling? It wasn't logical.
So being the curious (or nosy) person that I am, I emailed back and asked him why. Turns out that he and a colleague were starting a consulting practice.
When they told me about it, I was floored. They have one of the best "value propositions" I've heard in a long time! But before I tell you what it is, let me define what that term means.
A value proposition is a clear statement of the tangible results a customer gets from using your products or services. The more specific your value proposition is, the better.
Most people and companies have lousy value propositions. They're weak - and I mean really weak. Often they're simply a description of the offering's features or capabilities. Or they're filled with self-aggrandizing puffery.
Here are a few examples of weak value propositions:
• It's the most technologically advanced and robust system on the market.
• We improve communication and morale.
• We offer training classes in a wide variety of areas.
• My product was rated the best-in-class by leading authorities.
You're probably saying, "So what?" That's exactly what most customers think when you share a weak value proposition. They've heard lines like that a zillion times before and don't believe you one little bit. Besides, you haven't shared what's in it for them - and that's...