Value Proposition Development

One of the most common services we perform for clients is Value Proposition Development. We are hired for two main reasons:

  1. Owners often have trouble writing Value Propositions.
  2. Our clients lack the time to do their own marketing.

What are Value Propositions?

Value Propositions are a powerful way of clearly communicating how your service or product meets a need of your target audience.

Marketing statements so often include information that doesn’t connect with their intended audience. They may use phrases that evaluate the service such as “we are the best,” or compare themselves to their competitors. Some businesses are still trying to connect by being the cheapest or the fastest or any other number of valuation factors that have become cliches.

The use of cliches is the old way of marketing and is generally no longer effective. If the only saving grace of your product or service is that it comes at cheaper rate, you would be best to pack it in, start over, and create something meaningful.

To truly connect with your target audience you need to know what they want. What do they yearn for? What are they trying to do in the world? What do they need support with, and how would they would be willing to receive that support?

To truly connect with your target audience you need to know what they want

Creating Effective Value Propositions

The formula for a Value Proposition is simple: We Do This.

Why then can it be so difficult for owners to write effective Value Propositions?

One thing that many people are missing is information about their target audience. They substitute this valuable marketing knowledge with self promotion, talking about themselves and what they do, instead of connecting directly to the needs of their customers. 

Writing in this way misses great opportunities for creating connections with customers who need your products and services.

At Authentic, we write powerful, clear, bold Value Propositions that connect you with your target audience.

We provide homework to your staff to determine what you believe about your target markets. We then sort that data into what is truly known (information you have gathered by direct contact with your customers within that market) and what is an assumption. There is nothing wrong with marketing assumptions, but it does matter that they are, in fact, assumptions. Knowing the difference lets us know what Value Propositions are well aimed at your audience and which are experiments that can later be adjusted. Thus, we not only develop Value Propositions, but we also further your marketing knowledge and help you move closer to true connection. >/p>

At Authentic, we write powerful, clear, bold Value Propositions that connect you with your target audience.

Do you want to increase the number of leads who engage with you? Do you want to freshen your website content to make it more both, more powerful, and more authentic? Contact us today to start your project.

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