Companies work relentlessly to improve their product and service, thinking that it’s the most valuable role they can play. But many don’t pay the same attention to their communication with their target market, optimising their messaging to make it click with their audience, to get clicks on their website.
A unique value proposition is a statement that tells potential customers about your product/service, how you differ from the competition and what unique value you provide. This is a crucial component of a company’s communication strategy as it is one of the first things that a website visitor will see.
A basic structure of a value proposition includes:
- A headline
- A sub-headline
- A short paragraph of benefits
The content of the value proposition should be easily read and understood by your target audience, addressing:
Their needs
Sell your product against the strongest competition. How does your product address those needs and tell them why customers should buy from you instead of your competitors.
Their wants
Sell an experience that’s better than the experience anyone else can provide, and appeal to your prospect’s emotional responses. Tell them how your products/service enhances circumstances and the specific benefits customers can expect.
Their fears
Address those fears, and convince them to take the plunge and choose your product. Tell them how your product/service solves problems.
So how do you decide what to include and how to be concise?
Needs
This is the easy part. What does your potential customer need the product to do for them? This could be anything such as;
- Manage data
- Organise events
- Clean the car
- Provide customer service
- Manage employees
Wants
Think about the experience they’re looking for in getting their needs met, and what will turn their attention away from the competition and towards your product. E.g.
- Integrated software platform that manages data….
- The quickest way to organise events …
- Unbeatable price to clean your car…
- Manages customer service with a personal touch….
- Manages employees with less effort…
Fears
Consider what might make your potential clients fear trying your product. Buyers often play it safe, so you should try to convince them to take the leap and tackle their fears. E.g.
- Integrates without the need of IT (ability/skills fear)
- Works in minutes, not months (time/productivity fear)
- No hidden charges (additional cost fear)
- Top rated customer service (quality of customer service fear)
- Instantly enables businesses to (time/deadline fear)
By creating a quality value proposition your potential customers will see that you clearly understand the challenges they are facing and that you are capable of solving them.
Examples of some great SaaS value propositions
GROOVEHQ
Simple Customer Service Software for Small Businesses
Email not cutting it anymore? Tired of complicated helpdesks?
You’ve come to the right place. Welcome to Groove, the simple yet powerful way to deliver fast, personal support to your online customers.
SALESFORCE
More sales, better services, greater customer insight.
The No. 1 Customer Relationship Management tool for small, medium, and enterprise businesses.
SAGE
Cloud based HR software for UK businesses
HR tools and packages to attract and retain the best talent. Keep your staff happy and productive.
APPLEARN
Make your users and applications as effective as possible
Whether you know it or not, your software is causing avoidable costs, wasted time and frustration. Our digital adoption platform finds and fixes these issues fast, giving you and your users a better experience.
SHIELD SAFETY
Join the risk-free revolution
Our world-class safety services and software give you the freedom to focus on what matters to you most – your customers.
B2B sales and marketing experts
We are a specialist sales enablement and content marketing agency.
Our proven playbook and compelling sales content move prospects forward and to conversion. We blend your market intelligence with our sales expertise to create an exceptional sales toolkit your team will be proud to use, enabling connections, starting conversations, and driving conversions, helping you win customers and beat competitors. It's everything your sales reps need for success, from engaging infographics to insightful solution briefs and email and messaging templates to factsheets and call scripts, delivering a 30% boost to your sales performance. Adopt the strategies used by big tech, build buyer trust, and start smashing sales quotas today.
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AXD is a copywriting & content marketing agency based in Manchester, UK.