The right words can be the difference between closing and losing a sale.
Most of the big companies invest in top-tier copywriters to help craft words and visuals that directly speak to the customer and make them take the desired action.
However, this does not mean that you need blocks of texts and unnecessary images to convince a potential customer to do business with you.
No. All you need is a powerful, persuasive and unique value proposition.
What is A Value Proposition?
No, it’s not your flowery tagline, or slogan or positioning statement.
A value proposition is a clear and simple statement that spells out what value your product will deliver to the customer.
In other words, it is a proposed value. It is your way of telling a prospect that if you buy from me, you will get this value and benefit in this way.
A value proposition also tells your customers why they should buy from you instead of your competitors.
And the best part is, people love reading value propositions.
This has been confirmed by original research by CXL Institute which shows that readers spent more time on the value proposition compared to other areas of the same page.
I like to think of them as a tug of war between competing businesses. The customer stands midway and ready to walk towards the business that wins (has a more persuasive value proposition).
In this guide, I am going to show you exactly how to craft a value prop that gets people to buy from you without hesitation.
But that is not all;
I have also curated a list of 5 powerful value proposition examples from businesses that nailed them.
The Anatomy of a High-converting Value Proposition
I have studied hundreds of high-converting value props and realized that they all consist of 4 major elements. These are:
- A headline
- A sub-headline
- List of Benefits
- A visual (usually a relevant image)
Let’s quickly go through each of these sections and see how they wholesomely contribute to the general success of your value proposition.
The headline is the most important part of your value proposition. No doubt about that.
It is a short, simple sentence that clearly explains what your product is, who it is targeting and how it’s going to benefit your potential customer.
I love how Neil Patel nailed his headline:
ChartBeat estimates that you have less than 30 seconds to get a customer’s attention when they come to your sales page. Since the headline is the first thing they see, it should be catchy enough to keep them reading.
In a nutshell, a powerful value position headline should be:
- Attention-grabbing – It should pique the customer’s interest and make them curious to know more
- Short – Don’t make it more than one sentence or use a lot of unnecessary words. Save the rest for the sub-headline
- Simple – The customer should read and understand it within a few seconds
- Clear – Clearly explain what values and benefits your product is offering.
This is a continuation of the main headline and offers a brief explanation of your product. The sub-headline is usually longer than the headline and contains 2-3 sentences.
It answers three important questions:
- What is your product? Briefly introduce your product
- Who is it meant for? That is, who is your target customer?
- Why is it the right one? The customer has a ton of other options to choose from. Why should they buy from you?
3. List of Benefits
After grabbing the customer’s attention and explaining why your product is the right one for them, it is time to drive them further into the sales funnel with a list of benefits.
Use bullet points (Not a huge ugly paragraph) to list the features and benefits your product offers.
Research by CXL Institute reveals that customers are more likely to purchase if more benefits are presented in a bullet list.
4. Relevant image
The right image can speak volumes about your product. Humans are naturally visual and prefer images to text.
An average human has an attention span of about 8 seconds and images help convey the message as quickly as possible.
However, the image you use has to be relevant to your product. A picture of a beautiful sunset or ocean waves is not going to convince anyone to buy marketing software.
It has to be relevant.
- The product image
- An image of a happy customer using the product
- If it’s a software, show a screenshot of the product in use.
Monster Insights does it beautifully with a screenshot of their plugin in use:
Make sure that the image you use reinforces the message presented by your headline, sub-headline and list of benefits.
6 Tips for Writing a Compelling and Unique Value Proposition
1. Understand why you are in business
I know, this sounds like such an insult.
But the truth is, a lot of people don’t understand why they are doing what they are doing in the first place.
This is a recipe for a bad value proposition.
What is your core identity? Why are you selling that product?
If you can’t clarify your business purpose, you can neither understand the customer nor what they want.
To help you comprehend what you are trying to accomplish with your product, you need to clearly define your:
- Vision – why you created the product
- Mission- what you hope to accomplish with your product
- Values– how you plan to accomplish your mission.
2. Make it Simple and Clear
No business jargon.
No flowery language.
No mission statements.
No vague descriptions.
If the customer cannot understand your value proposition, they will not understand how your product will benefit them.
And this is a common problem. A lot of businesses are losing sales because they cannot communicate clearly to the customer. Research by Marketing Experiments reveals that most value propositions fail because they do not communicate succinctly to the customer.
I get it.
You want to sound sophisticated and show the prospect that you know your shit. But that’s just wrong…
You are trying to sell a product, not parade your knowledge.
That is why you should write the prop from a customer’s perspective and not yours. Get in your customer’s mind and use the words they love to hear.
A clear value proposition shows exactly what your product does.
Here are value props from two different businesses that offer the same service.
- VP A: We will help you with internet marketing
- VP B: We will help drive more traffic to your website and increase conversation rates by more than 50% in less than 60 days.
Which service will you choose? Definitely the second one.
The value proposition is simple and clearly shows what you will get when you use the product.
3. Use the right language
Customers think very differently from product creators. While product makers think in terms of features, customers think in terms of benefits.
For instance, if you are a software developer, don’t write your value proposition as though you were writing for fellow developers.
Understand your customer’s language and speak to them in a way that they will understand. This takes us back to simplicity.
Do a bit of keyword research and get to know what language or words customers are using to look for products similar to yours. When they come to your site and see those words, they will know that they have found what they have been looking for.
The language will change depending on who your target market is. For example, if you are developing software for other developers, the language will be more technical than that for end consumers.
4. Use Power Words
A single word can quickly change a customer’s mind. Some words will greatly boost your product’s perceived value and skyrocket your conversation rates.
Marketers call them power words.
Examples of power words to use in your value proposition include:
- Free – Free shipping, free installation, free trial, free bonus, etc.
- Fast – shipping, installation, etc.
- Money-back guarantee
- Simple – to use, to set up, etc.
- Cancel any time
- Right Now
5. Be Unique/ Do competitor Analysis
The primary purpose of a value proposition is to show your customers that you are different and better than your competition.
It should be able to set you apart and shine light your way.
Even if you are offering the same product as your competitor, you need to find something that gives you a competitive edge.
Clearly show your customer what it is you have that other similar products don’t have.
Why is this important?
Customers go through a research phase before making an important purchasing decision. They shop around and compare products then settle for one.
This is your opportunity to show them that you are the best.
Again, competitor analysis is important here. Check out what your competition is offering then make something better and unique.
6. Use Industry Statistics
People love stats.
Statistics tell your customers why they need your product and what could happen if they don’t buy it.
From example, if you are selling an eCommerce marketing course, you can include such stats as:
- Research on 647 marketers showed a 30% increase in conversation rates after they invested in a marketing course.
- 7 out of 10 top marketers have bought a marketing course at some point.
- 43% of eCommerce marketers admit that not buying a course is among the top mistakes they made when starting.
Writing a good value proposition for your sales page is not easy. You are trying to sell a product and a single mistake can easily blow your chance of making a sale.
However, with practice you will be able to nail powerful and compelling value propositions. Follow the tips on this guide to craft a value prop that will see your sales skyrocket in no time.
Do you have any other tips on how to make you value prop stand out? I would love to hear about them on the comments section.