When you want to grow a business by acquiring new customers or hiring new employees, you have to be able to precisely communicate the value that your organization provides. This will allow your audience to position your company in the right place without having to show them your product or office. In this article we’re going to focus on creating a value proposition from a potential customer’s point of view.
When writing a value proposition, I include the following parts in this order:
- Product name
- Software category
- Buyer persona
- Problem solved
- How
- Magic sauce
Example:
Rublon is cloud-based cybersecurity software that helps companies protect their data, applications and networks by providing trusted access via easy-to-use two-factor authentication.
Let’s pick this example apart:
- Product name: Rublon
- Software category: cloud-based cybersecurity software
- Buyer persona: companies
- Problem solved: protect their data, applications and networks
- How: by providing trusted access
- Magic sauce: easy-to-use two-factor authentication
Using this template you are able to create one sentence that will explain your value proposition in a clear way. You can use such this as a general product description and add it to your social media profiles or exhibitor directories if you attend trade fairs. Basically, such a value proposition can be used everywhere whenever your product is advertised. It makes sense to invest some time into getting it right.
