What Is Your Business Value Proposition?

If I am your potential customer, why should I buy from you instead of your competitor?

This question is at the core of developing a good value proposition for your product or service, and maximizing your online sales conversions. A value proposition is a clear statement of the tangible results that a customer gets from you.

Challenge: Describe in 10 words why people should buy your product or service.

When marketing or advertising online, the clarity of your value proposition is critical to click through rates and sales conversions. It is the main reason why people should buy from you, and improving this one on-page element can increase your sales without any additional expense. Considering the importance of this marketing element, it is surprising that so many companies have not given it serious thought, and only provide the same weak claims.

Examples of Weak Value Proposition Statements:

• We have the best technology in the industry
• Use our service and you will save more money
• We provide the highest quality product available

People have repeatedly heard or read these types of generic marketing claims that don’t speak to their real needs. When potential customers arrive on your business website, you only have a brief amount of time to get their attention and make a good first impression.

Examples of Better Value Proposition Statements:

• Our technology increases your output 15% more than the leading brand
• Save $28 Dollars on every service purchased as a premium member
• The quality of xyz product is backed by our 100% satisfaction guarantee

Specific Value is Better than Generic

Trying to keep value propositions too brief and generic can result in using vague terms that replace a more valuable description of your offer. General industry descriptions may seem clear to you, but do they convey the most important benefits to your potential customers?

When describing your product or service, answer the question of why it’s important to your customer. Use clear and specific words, numbers, or a percentage when applicable. Replace vague modifiers with quantitative facts to make the value proposition more credible. The more specific your offer is in terms of benefits to the customer, the better.

Key Point: Provide at least one benefit that differentiates you from the competition.

Optimizing your value proposition is one critical part of the overall process of maximizing your online marketing and advertising campaigns. It can provide a competitive advantage keeping you focused on your core marketing message in the constant flow of business changes and customer needs.

A Clear Value Proposition Increases Sales

Is your sales message in sync with your target audience? Does your marketing and advertising say what your potential customers want to hear? If not, then you could be missing a prime opportunity to increase click through rates, sales conversions, and revenue. Be sure to optimize your value proposition by focusing the content on your website landing pages to satisfy the specific needs of visitors, while differentiating your offer from the competitors, and using a clear call to action for them to get started.