Designing the value proposition

How to make your value proposition?

Would you like to find the perfect formula to differentiate yourself from the competition?

Are you looking for a way to get closer to your ideal client?

Sometimes you don’t know how to target your potential audience. You do not recognize what to offer them in a clear and simple way. Keep reading because this is for you.

Today I want to bring you some tips to create that value proposition that will make a difference and will make you reach their hearts. Ready to be different?

What is a value proposition

Before you get going, it is important that it is clear to you what exactly a value proposition is:

• “A value proposition is one that makes your ideal customer understand what differentiates you from the competition”.

In other words, it’s about that special approach that will result in you being chosen and not someone else.

Why is it important to have your value proposition defined?  These are some of the main reasons for you to do it:

• You will generate curiosity in your customers
• They will identify with you
• They will know what you offer them as soon as they enter your website

Steps to build a value proposition ready to succeed

Let’s be clear. In every business model there are two things of vital importance:

• Know who your customers are
• Your value proposition

Doing things well is not easy. And providing a value proposition to your audience is one of the tasks that requires the most care.

Think that this will be the germ of everything you transmit and offer. If the root is strong, it will withstand any setback. Let ‘s go for it!

Who is your ideal client? Define it!

You may still not be clear about who your ideal client is. Well, the time has come for you to get on with it. Don’t you think?

Don’t know where to start and your business has been running for a while? I recommend that you use the valuable information that your client feedback provides you.

Identify your ideal client by following these steps:

• Make a list of your best customers.
• Pay special attention to their demographic characteristics such as age, sex, employment, place of residence or purchasing power, among others.
• You can also try to imagine, based on the above and the information you have on these clients, what it is that motivates or drives them to choose you.

Have you been an entrepreneur for a short time? If so, you should take advantage of your business work to define who you are and who you want to address.

We suggest you ‘invent’ your own buyer persona. This semi-fictitious client, who will represent your ideal audience, will be the one who will guide your steps in defining your value proposition.

How do I build my ideal client? From information such as:

• Sociodemographic aspects (age, sex, geographic location, occupation).
• Psychographic aspects (interests, behaviours, lifestyles, tastes, personality, among others).

Are you already getting an idea of your buyer persona? Remember that the more you describe him, the easier it will be to understand their problems and how you can help them. We continue with the rest of the steps!

What problem do you solve?

You have to be able to detect the ‘big problem’ that your ideal client has. The one that, if corrected, will make you feel more comfortable and happy with yourself.

Knowing what worries him the most will help you get closer to him. Interesting, right?

If we continue with the example that I gave you in the previous step, the concern of this ideal client could be:

“James feels stressed and overwhelmed. He is tasked with manually managing and monitoring the agency’s 20 social media clients.”

Make your list of benefits

The time has come to explore and determine your strengths 

Consider aspects such as:

• Your trajectory and experience in the sector (Your ‘know how’)
• Your successes
• How others perceive your product or service
• Your characteristics as a brand

The above will help you realize the “Great Benefit” that could become the solution to your ideal clients problem. I’ll tell you about this later.

What weaknesses do your competition have?

Do you know who your competitors are? Do you know their mistakes?

Spotting its flaws can help you differentiate yourself.

Research the internet (forums, social networks, industry magazines, blogs) and carefully analyze their shortcomings. Listen and do better. Get going!!

What is your differential value?

All the information collected in the previous points will make you recognize that differential value that makes you special.

All this knowledge will cause magic to emerge. Analyze the combination between:

• Your strengths
• The problems of your clients

The point of union between both lists represents “Your differential value”. Continuing with the example of Metricool, you would have to think, how do I solve James’s problem?

Remember that sometimes he feels overwhelmed and stressed by manually managing and monitoring all of his customers’ social networks. .

Let’s suppose that among your most powerful features is the fact that you are a social media management and monitoring platform that makes the work of Social Media managers easier.

• Your Great Benefit: would be “saving time in managing social networks”.
• Solution to your clients problem: “better quality of life at Social Media work”.

Use elements that reinforce your value proposition

Support your new messages, inspired by your value proposition, in powerful visuals that respect your personality as a brand.

Visual resources are perfect tools to communicate with your client and will help you express your messages more emphatically.

Design your own value proposition

Your value proposition is already defined. The time has come to take your effort out for a walk.

Communicate it to the world by injecting it into all the elements of your business:

• In the content of your website, in your emails and in all your direct communications with the client.
• When presenting your product or service to the public, your new identity should also be felt.
• Branding should show your best face. Your value proposition must be evident in your social networks, in your logo and in any of your marketing tools.
• Each of your partners or collaborators should fit in with your proposal. Consistency is vital to the credibility of a business.

Now you are closer to fighting for a position in your sector. Your new value proposition will help you define yourself, be perceived as unique and make your audience understand why they should choose you..

What do you think if we make a difference?

Laura Montells , 06 May 2021