Your value proposition is the reason why your customers and clients choose to do business with you or buy from you rather than your competitors. It is the value that your brand and services offer that other businesses cannot match.

Exposing your value is crucial in saturated markets and in your online spaces. Website visitors will decide within 15 seconds if they are going to hang around, and it is your value proposition that can keep them hooked. With that in mind, what does an effective value proposition look like?

The Characteristics of an Effective Value Proposition

Value propositions need to be clear for people to understand within the first moments of looking at your website or your customer touchpoints. Overall, they should answer the customer’s core question: why should I pick you? Here are some characteristics of the best value propositions:

  • They are concise and can be summed up in a slogan, statement or image
  • They match the brand’s values
  • They are relatable and easy to find with search terms
  • They address a real issue or problem using a unique approach

Common Value Proposition Mistakes

Marketing departments can become frustrated when the company they are working for has not established their own value proposition. A missing value proposition, an unclear one or a lack of research can cause marketers to turn their attention to etching another mark in their desks as they get closer to the weekend. Here are three common mistakes that result in poor value propositions:

1. Lack of Evidence

Just because you need to make customers aware of your value, you should not lie or stretch the truth. Propositions that state you are the best in the industry at what you do without
sufficient evidence will fall flat. Remember, just because you need to outshine your competitors doesn’t require you to be number one in the field. Innovation and value come in various ways.

2. No Clarity

Arguably the biggest issue with value propositions is they do not clearly communicate the additional value you offer over competitors. Set out the core differences without getting bogged
down in the details and making your proposition overly complex. These smaller details can be clearly communicated elsewhere.

3. Not Researching

You’ve sat around the boardroom table, enjoyed a buttery croissant and nodded and smiled to the new value proposition put forward – but did anyone bother testing it? Using A/B testing
and discovering what type of language makes conversions is just as important when coming up with a value proposition as when you test PPC ads.

Get Help from nlighten!

Avoid these mistakes and more by seeking out expert help!

nlighten are the go-to experts to enhance your customer experiences. We offer an array of services to develop effective customer journeys and improve your CX strategy. To hear more about how we can help highlight your value to customers and enhance their experiences,  contact us today!

View the previous nlighten article by Nathalie Schooling: Setting Customer Expectations Correctly

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