You search Google for “vacation planning services” and find these two websites: Which one makes you want to learn more about their services?
I’m willing to bet twenty imaginary dollars that it was the second one. Because their value proposition (the biggest benefit they’ll give you) is the center of attention on the front page.
Writing down the first few words that come to mind doesn’t mean you’ve nailed this part. If you are looking for a basic template, I recommend Steve Blank’s “We help X do Y by doing Z.” Once defined, test your value proposition with others. If customers say “wow” or want to hear more, chances are it’s working.
Your future plans won’t matter until you write a clearly-defined value proposition for a specific customer. Do they agree that you’ve avoided the 3 fails above?
She enjoys discussing marketing, social media, and the pros and cons of the Oxford comma.
Briana is a resident of Portland, Oregon, and can be found working remotely from a variety of local coffee shops.
An example of a value proposition might be "We are the brand of choice for high-energy, achievement-oriented males who are looking for a pulse-pounding experience in a genuine auto-racing environment."The value proposition should also identify your top competitors and describe how those competitors position themselves against their own target markets.
The intent here is to identify and scope out a market “niche” for yourself.
In addition, we give examples of strong USPs other brands have developed—including our own USP here at Palo Alto Software!
Do you have a topic you’d like to see covered on Bplans? Briana is the content marketing specialist for Palo Alto Software.