- Your value proposition should answer three questions: Why is your product relevant? What’s the benefit? How is your product better than similar offerings?
- Check out Mable and Asana as two examples of companies that do an excellent job with concise, well-targeted value propositions.
- Your positioning statement markets your value proposition to your company’s ideal customer. It should:
- Be customized to your target audience
- Include your market category
- Highlight benefits relevant to your target
- Differentiate your business from its competitors
- Consistent corporate, brand, and product messaging smooths the handoff between sales and marketing and ultimately convinces more customers to buy from you.
- Good key messages are concise, strategic, relevant, and memorable. Use Bluegreen’s DIY Messaging Tool to develop yours.
- It’s important to continually test your value proposition, positioning and messaging with your target audience. Survey existing customers, run user tests and A/B tests with paid campaigns to measure their effectiveness.
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