We are often asked to help our clients refresh or create their value proposition. Although they tend to be shorter statements, they are critical components of your messaging platform so it’s important to make sure they are right.
Whether you’re creating the company’s first value proposition or refreshing one you’ve been building from for decades, there are several core questions that regularly come up.
- What role does it play in our messaging framework?
- What’s the best way to frame it up?
- How do we use it throughout our suite of communications, both internally and externally?
The Core Foundation of a Value Proposition
Your value proposition answers the ‘why’ a customer should choose your company or offering over others. It speaks to your customers and highlights the value they will receive.
Construct it to convince your audiences and stakeholders that your company and offering are worthwhile. A genuine value prop helps to generate awareness, differentiate from competitors, and grounds the way you move forward.
Specifically, a strong value proposition can:
- Help potential customers quickly grasp your key advantages
- Set you apart by emphasizing what makes you different
- Set the framework for creating compelling marketing messages
- Steer customers toward working with you
- Guide you in understanding and staying aligned with audience pain points and priorities
BFT’s Top 3 Value Prop Litmus Tests: Valuable, Differentiated, Substantiated
Google value proposition and you’ll get a long list of best practices, tips, and tricks around how to craft a strong value proposition. While there is no one right method, it is highly recommended that your value proposition should be a short statement that:
- Clearly identifies key benefits
- Shows how you solve for your audiences’ challenges
- Accurately represents your offering
At BFT, we often use a formulaic approach as it outlines the logic trail from your features to the ultimate benefit. It also helps visually map out the proof points that align with each component.
Integrating Your Value Prop into Your Marketing Mix
As the core of your messaging framework highlighting the value you provide customers, your value proposition could appear in multiple places, including your website, communications, marketing campaigns, and sales presentations. Tailoring it by audience and medium will help strengthen engagement.
Crafting your value proposition can be challenging as you strive to slim it down to the universal benefits you provide across all your audiences and determine how to integrate it into your messaging platform. The balance lies in finding the right mix of strong proof points supported by your unique support pillars.
Reach out if you’d like BFT’s help to define your unique advantages and communicate with your audiences.
