5 Steps to Jazzing Up Your Company’s Value Proposition

Having a strong value proposition is one of the best ways to differentiate your company in its key markets, yet many companies don’t take the time to create one—or don’t refresh it when it’s needed. Let’s be clear: having a killer value proposition is key to successful Positioning and Messaging, and—of course—an important part of content marketing, public relations and social media strategies.

Calysto defines a value proposition as “The overarching promise of a company, its products and services to its audience(s).” It encapsulates the value that you offer your customers, along with your company’s mission and vision. Many companies create value propositions for each market they serve, which is a good move, as it allows you to get even more granular with your message to each market.

So, what does it take to draft that killer value proposition? We can’t give away all of our secrets, but here are some pointers:

• Start by determining your key audience(s). Who is the value proposition for? It’s time to prioritize and segment your audience in ways that make sense for your business. That may be horizontal markets (the most common) or vertical ones. Think hard about who your customers or potential customers are and go from there. If market conditions or a company event (like an acquisition, new product line, etc.) cause your customer base to change, it’s time to update your value proposition to reflect this.
• Determine exactly what you bring to the table that is different from everyone else. Every company claims they are easy to use and cost-competitive, so much so that it’s usually no longer a differentiator. What truly sets you apart from others claiming to do the same thing? Whatever your differentiators are, you should be prepared to defend them with solid proof points.
• Incorporate your audiences’ pain points and challenges. You need to understand why companies are looking for solutions like yours—they are trying to solve a problem they have in their business and are looking for answers. Your value proposition should clearly state how you solve their top pain points.
• Use active words instead of passive ones. A value proposition is no place to be passive. A good value proposition should convey the excitement your company feels in solving its customers’ problems.
• Aim for under 200 words or less. A value proposition is to the point, while telling the complete story of why your company is better than the competition in solving customers’ problems.

Want to know more about creating a strong value proposition as part of your company’s overall marketing and public relations efforts? Stay tuned for our upcoming whitepaper on how to hone your Positioning and Messaging in 2021 and beyond!