The Power Of The Value Proposition
If you want to promote yourself and be heard online, then you need to understand what it is that drives audiences and that generates sales and clicks.
The answer to that is nearly always emotion.
If you are trying to sell to someone by reasoning with them, then you are fighting an uphill battle. Likewise, if you try and get someone to click your link by using data, then you will be falling on deaf ears.
Instead, you need to make sure that you are thinking about the emotion behind your message and that you are appealing to something deeper with your audience. Nearly all decisions to click or by are impulsive and that means they are driven by emotion.
Do not give them time to look away and think about it later!
What is a Value Proposition?
Perhaps no concept demonstrates this better than the value proposition. A value proposition is basically the most fundamental way in which your product is going to be supplying value.
The old saying goes that you do not sell hats; you sell warm heads. What this means is that people are not buying a hat for the sake of the material, they are buying it for what it can do for them.
Likewise then, if you have a website that talks about fitness, what is it that you are really selling?
Why do people come to your site?
Chances are that the driving forces are the desire to feel more confident, to be more attractive to the opposite sex and to be able to get out of bed each morning with tons of energy.
These are things that people can really relate to and that will really motivate your audience to sit up and take notice.
So that is what you need to promote.
Inspirational Or Narcissistic?
To demonstrate how you might do this, take Instagram for instance. If you look at what is successful on Instagram, then you will see that a lot of it is seemingly narcissistic and is to do with living vicariously. We enjoy photos of attractive people looking great in their clothes, of wealthy people standing in front of nice cars and of beautiful sunsets.
Millionaire Mentor is a prime example.
This might seem vein and shallow but really it is inspirational.
It is promoting a lifestyle. And that gets an emotional response.
If you can do this with your own brand and if you can find the lifestyle and the emotional drive behind it, then you can build some dedicated and passionate fans and get a LOT more exposure.
Basic Components of a Compelling Value Proposition
Compelling & unique value propositions are concise, clear and speak to:
- Your customers’ needs/problems
- How your solution addresses those needs in the most unique way (solution value)
- How your solution is superior to the other available options in the market (your competitive differentiation)
- Lastly, proof points/testimonials for points #2 and #3
Your website must clearly tell visitors what makes your products or services worth their attention (and money).
They won’t want to waste time figuring it out on their own.
It will be your task to hit your website visitors in the head with what makes you unique and attention-worthy.
Visual Website Optimizer doesn’t waste time apparently; the home page is very clear about what you can expect to get from them.
Use testimonials to build your product’s overall perceived value and take away the last doubt people might feel about your promises.
StudioPress shows well-known people praising their products.
When you start crafting your value proposition, the first step will be to find the core of it. The value proposition core is made up of ideas that will promote you as the superior choice for that particular product or service.
If you have any questions, or you would like to share your value proposition, the comment box below is open for a reason.
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Ari Tumijo is a full-time Brand Consulting Practice Executive as well as Head of Digital Strategies with Rayan Daniyal Consulting (RDC) brand practice. He possesses 5 years of digital marketing experience and this website is the result of his continuous seeking and sharing of knowledge. With RDC, he is responsible for developing the solutions for clients seeking to improve their digital presence and brand equity in the social media space. In addition to account servicing role, Ari is also involved in business development for Brand Capital, a subsidiary brand of RDC. He has a Diploma in Mechatronics Engineering and spent his early career years in F&B Management and Semi-conductor industry.