In this video I’m going to show you how to create a strong value proposition so that your brand becomes irresistible online. In my last video called “How to Convert More Sales Online,” I talked about how having a strong value proposition for your brand will increase your conversions online. Today, let’s go deeper on exactly how to create that strong value proposition that makes your business stand out online.
What is a Value Proposition?
It is what separates your business from your competitors. It’s also called a unique selling position, or USP because it’s supposed to carve out a unique position for your brand within your niche. A value proposition is a promise of value to be delivered by you to your ideal client or customer. It’s the main reason a prospect should buy from you and not from your competition. It’s also a cost vs. benefit equation mental process that your prospects go through while evaluating your brand. They subtract what they are paying for your product or service from the perceived benefit. If they feel that the benefits they will be getting outweigh the costs, they will become highly motivated to buy from you.
Your value proposition isn’t meant to appeal to everyone. In fact, it’s meant to weed out prospects who don’t resonate with your brand and attract those that do. A value proposition is also what your business stands for. When you have a unique selling proposition that stand for something very specific, it becomes what you’re known for in your niche. That’s why it cannot be generic.
Why Must Your Business Have a Strong Value Proposition?
Why is it so important? Every brand in your niche is trying to get the attention of your ideal clients and customers so there’s a lot of noise out there. Think of your value proposition as a tool to cut through the crowd, decrease that noise, and have the right people pay attention to you and your business. That’s why a strong value proposition increases optin and sales conversion rates on your website while a weak value proposition significantly decreases those rates. Here are:
5 Steps to Create a Strong Value Proposition for Online Sales.
Step #1: Get Clear on Your Mission/What You Stand For.
A strong value proposition goes deeper than just a marketing plan. It needs to connect with your brand’s mission. Can you state what your brand stands for in just one sentence? It’s okay if it takes some time to work this out. A brainstorming session works very well for this. First, make a list of all of your brand’s unique attributes. What do you do differently than your competitors?
Based on those attributes, write down as many versions of your brand message as you can. Use as many sentences as you want. Then assess which one resonates with you the most. Once you have clarity on your message, you can refine all the versions into 1 sentence that is clear, concise, and gets to the heart of your brand.
Step #2: Define Your Target Market Accurately.
Now that you can communicate your strong value proposition in one sentence, you need to define who would be the ideal customer for what you offer. Who would jump at the chance to buy your product or service? Who would you most want to work with? Be careful here with going too broad. You don’t need to appeal to everyone. In fact, the more narrow you can go on your ideal client or customer, the better.
If you try to appeal to a very broad and generic group of people, your brand will get lost in the crowd. Get specific instead. Research everything about your ideal client. Know their age, gender, demographics, income statistics, and family makeup. Based on this information you can create an ideal customer profile that goes deep on the exact buyer you’re trying to attract.
Step #3: Use Words that Connect Deeply to Your Buyer’s Problems.
Identify your customer’s main problem. What’s keeping them up at night? What are they searching online for? What are the keywords they’re using in their Google searches? You can research this information in 2 ways: 1) Look up negative reviews for products and services in your niche on Amazon or Yelp. Copy and paste the exact words people used to describe their thoughts and feelings. 2) Use the Google Keyword Planner to see what are the most popular searches being conducted in your niche.
Then, compile a list of all the phrases, thoughts and feelings expressed by consumers in your niche. This will give you a great place to start with mirroring their problems, feelings and desires back to them in your marketing.
Step #4: Show How Your Product/Service Solves Those Problems.
Once you know deeply understand your ideal customers’ pain points and the problems they want to solve, describe how your products and services will give them the results they really want. Explain how what you do and how you help them is different and better than every other brand in your niche. This means being able to clearly describe the value and benefits of your products and services and connecting that value to your buyer’s problems. Then you can differentiate yourself as the preferred provider of this value.
Step#5: Make it Visual.
Now that you have all of that information in place, make your strong value proposition visual throughout your marketing. Include it on your website, in your emails, in your social media. The most important place it needs to be first is on your website banner. For most brands, this may be your first point of contact with a prospect who visits your website.
Your value proposition needs to be clearly stated in the headline and subheadline of your website banner. It also needs to be directly related to your lead magnet. That’s the power of 3 – headline, subheadline, lead magnet – that creates a strong value proposition that makes the consumer take action to optin to your list, go through your sales funnel and then become a happily paying customer. Here are some
Examples of Great Value Propositions.
These are value propositions of top brands who are crushing it online. You can see how strong their value propositions are from their website banners.
Example #1: Drip. See your customers in full color. Thousands of marketers are graduating from typical email platforms, and making more money with intelligent marketing automation from Drip. Then, you can get a free trial. See how seamless that is.
Example #2: Leadpages. More Than a Landing Page Builder. Capture qualified leads and convert customers by easily building beautiful landing pages and opt-in campaigns that integrate across all your favorite digital marketing tools: from Facebook ads to e-commerce. So you see how a strong value proposition leads the right prospects to take action by opting in for your lead magnet and joining your list. What happens after that? What is the process for them to transition from being a prospect to a buyer?
I show you that in my free video training that shows you how to automate your selling process with a sales funnel using my S.A.V.I. Funnel System. We use this unique system to build high converting sales funnels for our clients every day. It comes with a Fast Action Guide and a free issue of our business magazine, Savibiz. Just click on the link below to get instant access to all of it.
Click on this link to get instant access: www.savisalesfunnels.com/savifunnels