How to Create a Simple (and Powerful) Value Proposition
It’s frustrating when you are confident that what you are offering provides considerable value, your current clients love you, but you can’t convey exactly what you do in a way that your prospects can easily grasp. What you need is less than an elevator pitch, but more than a generic description—ideally just 3-5 words that encourages word-of-mouth.
Coming up with the best short description does require considerable thought and ingenuity, but once you’ve hit on the right phrase or sentence, you’ll know it. For example, I could go on for a paragraph or more about what Smart PR Communications does and it would start with something like this: “We provide analytics-based content for growing technology companies...” While it is what we do, we do a lot more than that and it doesn’t convey a concept that most prospects in our market could easily grasp—i.e. if they were at all interested, they would want to know a lot more.
So here are a few guidelines for creating a super-simple, super-short value proposition with the help of ChatGPT.
1. Focus on the value you provide, rather than what you provide.
2. Run your ideas past ChatGPT. For example, you can input your entire boilerplate into ChatGPT and ask for a summary that is less than 5 words. You may or may not get some good ideas, but it’s a good starting point and it may ignite inspiration. ChatGPT will even tell you if it doesn’t understand.
3. Once you’ve settled on a few options, run those individually through ChatGPT and ask ChatGPT for feedback, with a prompt like this: “If you asked someone about their business and “XX” was the response, what would you take it to mean?”
2. Test Informally: once you have some ideas and one or 2 really resonate with you, test them out with people that are in your market (not your colleagues) and gauge the reaction. If people ask for clarification, move on to something else.
3. If you have the time (and patience) look at a heatmap of your About page. You’ll get a pretty good idea as to whether people on your page can quickly tell what you do—what content they read and at what point they understand.
You encourage word-of-mouth when people like your offering and it’s easy to describe. For a no cost discussion of your situation and how we can leverage metrics-based marketing to grow your business call 630-363-8081 or email jeanna@smartprcommunications.com.
Commentaires