Call it what you want: Value Proposition, Unique Selling Proposition, Elevator Pitch
or Marketing Message; it all comes down to a similar thing in the end:
First Steps To A Customer Specific Value Proposition
To construct an effective message that clearly speaks to its target, we have to prioritise and focus on:
Top Tip: If you’ve nailed your Customer Avatar, then much of this stuff should be familiar to you. If you skipped it or missed it - Get The Avatar Workbook Here
Them (over you)
Solutions to problems (over products and services)
Benefits of solutions (over bells & whistles features)
Your ideal customer/target demographic
Specific, tangible benefits
How you’ll deliver the product or service
Additional elements that should ideally be communicated are:
And for bonus points:
But before we can construct our ‘Mega Marketing Message’, we need to gather up the
What makes your offering so unique or different?
When a visitor hits your home, squeeze or landing page, this finely-honed crystal clear message should be the first thing they read. And if it immediately clicks with a “copy that”, rather than a “repeat that” - they're much more likely to stick around. If it doesn’t deliver, if it requires too much effort to understand what you do (and why they should care), then there’s a very good chance they’ll just hit the back button and wave bye-bye (taking a nibble at your marketing budget as they go).
So, it’s well worth taking some time to get it right. Especially, as actually; once you have your Customer Avatar fleshed out, and this Checklist to hand - it’s actually not that hard to do.
A clear, succinct statement that summarises how your business, product or service can
provide specific, tangible beneficial outcomes to your potential customers or clients.
The point of this checklist is to help you get a handle on ‘what you need to know’, before you begin putting your words together. So firstly, are you clear on the...
Begin by briefly describing your product or service. WHAT do you do?
WHAT are the main features of your product or service?
Now, WHO are you aiming to sell to? Not generally, but exactly. WHO is your ideal customer (this is where your Avatarworks its magic). Consider which nouns (or short phrases) best describe this person, demographic, category, market or niche.
Consider what affects their life negatively. What PROBLEMS are they looking to solve? How do they perceive these PROBLEMS and how do these PROBLEMS
make them feel?
These problems in mind, can you now hone in on their core physical, intellectual
& emotional NEEDS?
Now, considering both problems and needs; what SOLUTIONS are you offering?
How do these SOLUTIONS improve the quality of their lives? And how will they
make them feel?
HOW exactly do you deliver your solution? Not what your solution is, but HOW
you deliver it: the format; the medium; the delivery system.
List your features. Then consider… What specific BENEFITS do they deliver?
What are the tangible outcomes? What will customers gain?
So what makes you so DIFFERENT? What unique value can you deliver?
What sets you apart from others they may seek a solution from?
Once you have all your raw materials gathered, the first part is done. Good job.
The next part is where we weave them together into one effective, succinct and clear
Value Proposition Statement.
What you’re aiming for is firstly to identify the recurring themes that come up and then experiment (using them in various ways and in various sentences). Secondly,
try mixing and matching the best parts of each with each other. Thirdly, fine-tune until
you have one clear, succinct statement that stands up and sings!
Multiple variations will - no doubt - come up, and some just won’t have the clarity you need; don’t scan well; or may be missing vital elements (like a benefit for example). But, that’s ok. First ideas are rarely best ideas, so if at first you don’t succeed...
Just whittle away until you have a few lines you’re happy with. The simpler and shorter
the better. But most importantly, don’t lose sight of the highest priorities and try to ensure that it communicates what you do, what the benefits are, and how you do it in a way that is clear, simple, succinct and easy to understand.
If you find yourself struggling - no need to let it hold you up! We have two solutions to help...
This workbook is intended to help you out if you get a little stuck, so you don’t get held up. Part 1 converts the points in this checklist into a series of exercises that help you gather the raw materials to work with.
Part 2 utilises a further set of short exercises to help identify the strongest reoccurring themes gathered in Part 1, and then helps you mix and match and whittle them down into one crystal clear, laser focussed Value Proposition Statement.
Interactive and editable sections mean you can work through each part of the workbook using any PDF viewer and fill in the answers as you go. You can then save the PDF and repeat the process to develop new Value Propositions and Marketing Messages every time you bring a new product, service or Lead Magnet to market.
Step 1. Takes the form of a more in-depth questionnaire - which we go through together on a pre-booked call - designed to tease and pull all the vital Avatar and Marketing Message nuggets from your brain in one go. Your commitment 1-2 hours.
Step 2. Sit back (well, get on with something else at least), while we get to work turning your answers into a complete Avatar and Marketing Message document. Something like this.