A value proposition gives you a competitive advantage against your competitors. When done correctly, it’s one of the most powerful conversion factors. In fact, it can even be the difference between losing and closing a sale.
But how exactly do you write an impressive value proposition to raise conversion rates and sales? Let’s take a look at what a value proposition is and how to write one successfully.
What is a value proposition?
Let’s start with what a value proposition is not: It’s not a tagline or slogan. While important brand identifiers, customers don’t choose you because you have a nice mission statement.
A value proposition is a statement that answers how your product or service will solve your customer’s problems and why you’re better than competitors. Value propositions are used in emails, landing pages, and advertisements with a consistent message and clear CTA.
How do you write a value proposition?
So what makes a great value proposition? To write an impactful value proposition that lifts conversion rates, you need to follow a basic formula with four main elements:
- Headline—describes the benefit you are providing.
- Sub-headline or paragraph—explains what you offer and why.
- Features—lists the features or benefits of your brand or service.
- Imagery—displays an image or video to build your CTA.
After you have your elements ready, you need to craft a compelling message that drives home why customers should choose you over a competitor. Your value proposition needs to speak to your audience directly and concisely. Within the four elements, your proposition should:
- Describe the benefits and features your product or service offers.
- Depict what makes these benefits valuable to your customer.
- Identify your customer’s main problem.
- Connect your product or service’s solution to the problem.
- Differentiate your company from the competition and why you’re the preferred provider.
Take this example from Skillshare, a company that provides online training classes. Skillshare attacks the customer’s problem by offering thousands of classes that can help their own business or skill set grow. With a rotating image of class examples, they also offer two free months of unlimited classes, making registering even more enticing.
How do you measure a value proposition?
After you create your value proposition, you’ll want to measure its overall effectiveness to grow your sales potential. With customers visiting countless websites and receiving hundreds of emails per day, your chances of moving the prospect further down the buyer’s journey is foiled if your proposition doesn’t deliver.
The platform where your value proposition is located will help determine the metrics you want to analyze. Of course, the overall conversion rate and the amount of marketing qualified leads are always the key metrics to keep in mind.
Does it really matter?
Whether promoting specific product or service, event, or even a blog post, value propositions are your first impressions to hook a prospect into a sale. Arguably the most powerful conversion factor, knowing how to write one successfully takes time and patience to get right. Once you do, however, you can expect to see high conversion rates and a boosted sales pipeline.
A compelling value proposition is imperative to growing your company. With the right message and imagery, your value proposition will entice clicks and lead to increased conversions.
For examples of different emails in which you can include your value propositions, check out our guide for 5 emails marketers should send.