Now it's time to turn what we just worked on into a simple value proposition statement that your team and customers can easily remember. The value proposition statement may be the most important sentence or two in your entire business. It summarizes everything that we just outlined in the value maps into a clear and simple statement about the value that you offer to customers.
Let's get started; open up the value proposition statement PDF. In the first box, we are going to answer the question, "what value offer do you need to communicate to your customer?" Copy and paste the value statement you wrote in the value map part three.
In the second box, answer the question, "how do you deliver that value to them?" Copy and paste the value delivery statement you wrote in the value map part three.
In the third box, answer the question, "what are the results they can expect from working with you?" Your customer needs and business solutions from the value map should help you see what outcomes the customer wants and what you can deliver. Write out the results your customers can expect from working with you.
Now let's put it all together. Merge your answers in the three boxes above to create a 2-3 sentence value proposition statement. Don't try to fit everything here; focus on the most important things from your value map. The goal is actually to be clear and simple. It's important to remember that now we are focusing on communicating the results your customer will get out of working with you. This statement is going to take some time to get right, and you will likely run through multiple versions before you land on one that sounds right. Don't be afraid to cut out some of the language you used earlier. Simplicity and clarity are the names of the game now. The most important thing is to make sure you address the most important value you create, how you deliver it, and the outcomes your customer can expect from working with you.
Let's go back to our insurance business example to see how this works.
What value offer do you need to communicate to your customers?
We help you have peace of mind and financial security by protecting your investments from unexpected property damage. Our honest pricing and simple policies makes it easy for your dedicated agent will help you get the coverage you need.
How do you deliver that value to them?
What are the results they can expect from working with you?
Communicate + Deliver + Results = Value proposition statement.
At example insurance, our simple policies help you have peace of mind knowing your property is protected from costly damage. Your dedicated agent will guide you to the coverage you need. Forget about hidden fees and unexpected expenses, our honest pricing makes protecting your investments easy.
Versions of this simple value statement should guide all your marketing copy moving forward. If you're in a competitive industry, be sure that your Value Proposition Statement differentiates you from your competition. The way to test this is really simple. Take your Value Proposition Statement and apply it to your competitors. Could they use it as their own the way it's written? If they could, then your missing an important differentiator. The value you offer that differentiates you from your competition should have already been outlined through your value mapping process. If your Value Proposition Statement doesn't clearly communicate what's unique about your offering, then it's time to go back through the value maps and find it. Look for the needs, solutions, and value adds that differentiate you from your competitors. Add the most important differentiator to your Value Proposition Statement.
Now it's time to turn what we just worked on into a simple value proposition statement that your team and customers can easily remember. The value proposition statement may be the most important sentence or two in your entire business. It summarizes everything that we just outlined in the value maps into a clear and simple statement about the value that you offer to customers.
Let's get started; open up the value proposition statement PDF. In the first box, we are going to answer the question, "what value offer do you need to communicate to your customer?" Copy and paste the value statement you wrote in the value map part three.
In the second box, answer the question, "how do you deliver that value to them?" Copy and paste the value delivery statement you wrote in the value map part three.
In the third box, answer the question, "what are the results they can expect from working with you?" Your customer needs and business solutions from the value map should help you see what outcomes the customer wants and what you can deliver. Write out the results your customers can expect from working with you.
Now let's put it all together. Merge your answers in the three boxes above to create a 2-3 sentence value proposition statement. Don't try to fit everything here; focus on the most important things from your value map. The goal is actually to be clear and simple. It's important to remember that now we are focusing on communicating the results your customer will get out of working with you. This statement is going to take some time to get right, and you will likely run through multiple versions before you land on one that sounds right. Don't be afraid to cut out some of the language you used earlier. Simplicity and clarity are the names of the game now. The most important thing is to make sure you address the most important value you create, how you deliver it, and the outcomes your customer can expect from working with you.
Let's go back to our insurance business example to see how this works.
What value offer do you need to communicate to your customers?
We help you have peace of mind and financial security by protecting your investments from unexpected property damage. Our honest pricing and simple policies makes it easy for your dedicated agent will help you get the coverage you need.
How do you deliver that value to them?
What are the results they can expect from working with you?
Communicate + Deliver + Results = Value proposition statement.
At example insurance, our simple policies help you have peace of mind knowing your property is protected from costly damage. Your dedicated agent will guide you to the coverage you need. Forget about hidden fees and unexpected expenses, our honest pricing makes protecting your investments easy.
Versions of this simple value statement should guide all your marketing copy moving forward. If you're in a competitive industry, be sure that your Value Proposition Statement differentiates you from your competition. The way to test this is really simple. Take your Value Proposition Statement and apply it to your competitors. Could they use it as their own the way it's written? If they could, then your missing an important differentiator. The value you offer that differentiates you from your competition should have already been outlined through your value mapping process. If your Value Proposition Statement doesn't clearly communicate what's unique about your offering, then it's time to go back through the value maps and find it. Look for the needs, solutions, and value adds that differentiate you from your competitors. Add the most important differentiator to your Value Proposition Statement.