The positioning defines why our offer is unique... the best in the world... to provide the maximum value to a well-defined group of buyers very concerned about improving their situation.
To know if your unique value proposition, what you promise your client is well defined, the clearest premise that your promise must fulfill is "The whisper test": If your potential client is half asleep and you whisper in his ear your promise... will he wake up with a jump?
The value proposition must clearly include:
Follow the examples below, adapting them to your target and product/service, to create your claim manually .
Example 1:
"You can achieve {transformation/expected result} using {old way}. However, there is a {problem} due to {reason}. Solve the problem in {time} for {industry} avoiding {problem} /by mechanism."
You can get more leads by investing in advertising. However, each time you will invest more and your results will be worse.
We solve this problem in less than three months for B2B companies without spending a dollar on paid campaigns.
Example 2:
"Do you need more {transformation/expected result}? Get it in less than {Time/Action} without worrying about {old way of doing it} through {mechanism}
Do you need to increase your sales? Get it in less than 3 months without investing one euro in advertising under an automated lead generation system
Example 3:
For {Niche} our {offer} in a {market category} that provides a better {benefit} than {old way}
For Finance Departments our service standalone data integration provides $10,000 savings per employee by forgetting to use .csv files or fighting IT
guys Would it pass the whisper test?
I think so!
The value proposition or PROMISE OF TRANSFORMATION will be what you will include in the Headline of your website, LinkedIn profile, sales presentation cover and the first lines of message sequences.
It is what precisely defines your product, so it will be something that will inevitably change (for the better) over time.
Homework: Create a first version of your transformation message using any of those combinations. Don't overthink it, create at least 5 different versions with different benefits.
We will create a more complete value proposition as we go along.
You can share it with us in the support sessions or with your team to see what they think.
TRICK!!
If your mechanism is something "Traditional" or you have too much competition doing the same thing, you should create a "special naming" that can attract attention.
For example, if you offer "Social Media Marketing" services, you can turn it into an "Automatic Social Distribution" service that gets blah blah blah...
If you have a Dashboards tool, you will have to turn it into a data platform under the technology " Artificial Data Integration "that achieves blah blah blah...
You need to create curiosity with the results but also in how you do it to be DIFFERENT!!!
Recommended tool to create PROMISES (and more content)
If you need more formulas of this type to define your promise or even generate ads and various headers you can use: https://headlime.com/ to get inspiration.
Try different combinations until you find the one that best defines what you contribute (not what you do).
Take a look at the video to see the possibilities of the tool but don't waste too much time now.
It is good that you try it to see its potential since it will help you generate better focused texts, but the important thing at this point is that you build 4-5 approaches to your unique value proposition.