Few companies stand alone in their field. No matter what product or service you sell, there will always be someone else offering the same thing. How can you make your brand stand out in the face of competition?
The answer is a well-crafted value proposition. A value proposition is your pitch for why someone should choose your company over another brand. It’s the first thing someone sees when they visit your website so it’s important it leaves a strong impression. A value proposition allows you to set yourself apart from your competition and explain your worth in easy to understand language. Clients want to know they will get their money’s worth from their investment in you and a value proposition assures them of that.
How you explain your value can make or break a sale. Check out how these brands nailed their value proposition so you can too.
MailChimp sets itself up as a smarter marketing solution through their email service. It appeals to your business aspirations, whatever they happen to be, and shows how a partnership could be beneficial. Notice how they speak in the second person. It’s often said that “you” is one of the most powerful words in the English language because it draws your audience in through a personal appeal.
Slack understands that a simple value proposition is a powerful one. Their proposition clearly establishes itself as an app for the workplace and speaks to anyone who needs a simple way to communicate with their coworkers. Being an app that streamlines and offers productivity, it makes sense that Slack wouldn’t waste time with a lengthy tagline explaining what they do.
HubSpot takes on a difficult challenge by putting together a value proposition for three services- marketing, sales, and service software. Yet, they manage to fit them together seamlessly into one overarching message: “a better way to grow.” HubSpot shows the genius of unifying your brand, no matter how many services or products your company may offer.
Evernote has a clear market: the busy professional who needs to stay organized. Their value proposition promises effortless organization, and their service delivery by allowing you to easily arrange all your notes in one place. In addition, they show the app can be used on a desktop or mobile platform.
Square’s value proposition targets consumer good companies by introducing a tool that accepts any payment method. Their value lies in helping you be more adaptable to your customer. Square also showcases a video as an extension of their value proposition, allowing viewers to learn more about the product without having to wade through endless text.
Stripe is another tool for online payments but exemplifies the power of a value proposition in a different way. They frame themselves as the ideal tool that others should aspire towards and capitalize on their past successes- “we handle billions of dollars every year.” Many businesses fear they won’t receive ROI after they purchase a service. Stripe addresses this by providing evidence they are established and trusted.
Unbounce uses its widespread use as a value proposition. Not only are they big enough to serve over 15,000 brands, but they also list the major companies that use their product. Their value proposition lets companies know there is no company too large or small for them to help with conversions.
Many businesses struggle to find the right talent and Proven understands this. Their value proposition is about giving businesses peace of mind and ease with their hiring. Proven also does a great job by focusing on the client in their proposition, rather than listing everything they can do. A strong proposition is not about listing talents and credentials, but focusing on the client’s needs.
BigCommerce does a brilliant job of including a call to action in their value proposition. In one simple sentence, BigCommerce tells you what they do and urges you to try it. They make a big impact without wasting valuable time.
Bitly uses action words such as “click, tap, and swipe” to describe what they do in a creative way. Their value proposition is effective because it offers companies the ability to take advantage of the way people interact with their website. By using phrases such as “the world’s leading link management platform,” they are branding themselves as the best in their industry.
How to Make Your Own Value Proposition
Now that you’ve explored other companies that have crafted the kind of value propositions that sell, how do you create one for your business? It’s time to get to the heart of what you do and how it benefits your customer.
Your value proposition needs to include:
- What you do
- Who you serve
- How you’re different
Once you’ve determined these points, keep in mind the following key factors when it comes to writing a proposition:
Clarity. If it’s not immediately obvious what your business does, potential clients will quickly lose interest in you. They do not want to dig to find out exactly how you can help them. Your value proposition must be easy to understand.
Specificity. Your value proposition needs to tell the client what they will exactly get from you. Efficiency? Revenue growth? How specifically will they benefit from your product or service?
Uniqueness. Your potential clients want to know what sets you apart. Explain to them what makes you different and better.
Efficiency. You have mere seconds to impress. A value proposition needs to get straight to the point. This is not a time to get bogged down in the details of your business. If it takes longer than 5 seconds to be both read and understood, it’s too long.
Give Your Business an Edge
The value proposition, when used correctly, can have a major impact on how other businesses see you. By letting potential clients know how your company stands apart from the competition, you can give yourself an edge.
Once you have a value proposition, you’re on your way to building a successful brand. However, it takes marketing initiatives to really get your brand on its feet. That’s why we’ve created a toolbox that provides you with everything you need to start growing your business. The Smark Toolbox includes everything from blog writing guidelines to growth tactics. Access it here.