Summary of Messaging & Value Proposition Best Practices

  • 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.