Before going to market with a product, it’s effective to write down a value proposition statement.
A written value proposition statement acts as the fulcrum of your campaign as it keeps you and your team consistently aligned on the messaging used in you marketing tactics.
Inherent in a value proposition is an understanding of who your buyer is, what their problems and goals are, and how your product is different.
Below are simple value proposition templates you can use as a starting point:
[Product] helps [buyer] to [goals] by [verb] [problem].
Example: Case Flags helps customer service managers to improve response times by preventing cases from slipping through the cracks.
[Product] helps [end user] to [jobs to be done] by [verb] [feature name] to [goal].
Example: Case Flags helps service agents decide which case to work on next by using color-coded flags to prioritize their workload.
For [buyer] in the [industry] who want to [customer need], [product name] is a [product category] that [benefit or feature].
Example: For customer service leaders in the manufacturing industry that need to prevent SLA violations, Case Flags is a turnkey app for Salesforce that prominently shows service agents the cases that require their attention.
Taking the next step:
Get started by picking one of the above value proposition templates and filling in your information. You can shorten, extend, or otherwise modify them to suite your unique situation. Try creating a couple versions of your value prop, and pick the one you think is most compelling. Get feedback on the clarity of your value prop by sharing it with co-workers (including those outside of sales and marketing) or friends and family.
Perhaps you’ll end up with a written value proposition you can paste directly on your public-facing marketing asset like your product web page.
Remember to keep it simple yet specific.