Writing A Value Proposition for Your Business

A value proposition separates you from the competition by clearly describing how your product or service can solve your prospects problems. This is accomplished by focusing on specific benefits as well as why your audience should buy from you instead of the competition.

Here are a few tips to help you write an excellent value proposition for your business when using inbound marketing.

Understanding your Buyer Personas

Before you start writing your value proposition, you should completely understand your buyer personas. The value proposition needs to be tailored to your specific audience, which is better defined by the personas you have created for your customers. Use interviews, market research and ask questions to discover the personas first before you start writing.

Ask the following questions whenever you’re creating buyer personas:

  • What’s the demographic including age and location?
  • What are the challenges and pain points your customers face?
  • What is their industry and job title?

After you’ve asked these three questions to better establish your buyer personas, you want to ask the following questions when writing your value proposition:

  • What benefits will customers gain from buying from you?
  • What are you offering for your customers?
  • How are you different from your competition?

How will your services or products solve problems for customers or ease their challenges?

These questions will help you to create a value proposition with the right benefits and engaging content to turn visitors into leads. Even when a customer isn’t fully aware of the problem they have or the need for what you offer, your value proposition will educate them and move them towards a buying decision.

Types of Content Used in Inbound Marketing to Convey your Value Proposition

There are several ways to convey your value proposition through content. Since you’re not limited with space like with traditional marketing, you can use multiple types of content to get your message across. Some of the most common options include:

  • Landing Pages – A very powerful choice to help turn visitors into leads, landing pages should be short, to the point and use strong call-to-action phrases.
  • Infographics – Telling a story with words and images can be done through infographics. Using infographics allows you to personalize the graphics with engaging content and turn leads into customers.
  • Images – Using images helps to convey the message found within the content and also provides a powerful visual reference for visitors.
  • Blog Posts – With powerful blog posts, you have the ability to communicate your value proposition through the title and the content. The title is very important, and the content that follows should always fulfill the promises of the title.

Along with using these forms of content to communicate your value proposition, it can be communicated through whitepapers, case studies and webinars. With any long-form type of content, you’ll have the ability to educate the customer with plenty of space for powerful content.

Before you worry about writing your value proposition, make sure you’ve defined your buyer personas. Then, use the types of content listed above to communicate what you have to offer to your audience.


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