Value proposition: what it is, elements it includes and how it is created

Value proposal

Surely, when you have gone to "sell" your eCommerce to encourage investors, or simply to highlight it from your competition, they may have asked you to say what your value proposition is. And have you gone blank?

This term is increasingly standardized and many businesses have to know what their value proposition is to convey what they offer and why others do not offer it. How about we talk to you about it?

What is the value proposition

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Imagine that you create an eCommerce of t-shirts. There are hundreds of them. However, you have something special that your competition does not have. For example, the t-shirts are signed by famous people (we remind you that we are here with an example).

Your value proposition, that is, what show a benefit or advantage of your eCommerce over other companies It's that same thing, that you sell t-shirts that are signed by famous people.

Based on this, a value proposition can be defined as a promise, something that you offer to your customers and that represents an advantage that other businesses of your competition do not have.

In reality, it is not that you tell them what the product or service is, but what they are going to get with you and that others do not offer.

You should know that the value proposition is unique and non-transferable. Yes, like cards. Each eCommerce, each business, each company has its value proposition. It is the way in which you offer users your products or service in such a way that, as they do it, no one else does it.

What elements make up a value proposition

what does your ecommerce offer

Once we have made it clear what a value proposition is, building it is not easy. Many businesses, when faced with this question or need to present their proposal, go blank. And when it comes to addressing it, You have to carry out a deep analysis of why this business is and what makes it special and not just another of the bunch.

Now, a value proposition has three important elements:

Title

This is the most important part, with which you are going to attract the attention of users. And therefore, this is where you should put the benefit that person has of buying from you instead of from others.

Although of course, you should put it in an attractive, short, clear, and creative way. And it's not easy.

You will have to spend time and try several titles before choosing the most suitable one. A little advice we give you is that, once you take them out, let them rest for a day or two to read them again. Many times that just causes you to come up with new ideas or rewrite the title in a different way that will work better.

Subheadline

Linked to the above, it serves to explain a little more what you offer, who you offer it for and why you offer it.

It is something like the description of your ideal client (for whom), your mission (what you offer) and your vision (why you offer).

Although you can expand a little more here, it is not advisable to go overboard or be too repetitive. or, even worse, use phrases that are already widely read and do not make an impact on users.

visual element

It can be an image, a video, an infographic... whatever you can think of, but it helps you capture people's attention and thus read that value proposition that you provide.

How to write a value proposition for your eCommerce

What you offer differently from other ecommerce

Since we want to be practical and so you can give a more professional look to your eCommerce, especially if you are starting out, here we are going to give you the three steps you should follow to get it written.

Step one: research

As we told you before, when creating a value proposition, the first thing you need to do is thoroughly research your company. For it, A SWOT analysis and a CAME can be very useful because they will tell you the good things it has and where it fails. Of the two, focus on the first and find out what new features you bring to the market that your competitors do not have.

Now, just looking at your business doesn't help. It's like you're just looking at your "navel." It is necessary that you also investigate what your competitors' value proposition is to know if they have the same thing as you, what they think they are better at, etc.

And what do you have to take away from this internal and external investigation? Your customer's problems, the benefits of your product and why those benefits you offer are more valuable than those of your competitors.

Step two: development

With all the above information, it's time to give it shape. In other words, to create the value proposition.

You have to keep in mind that each buyer persona (ideal client, target audience...) must have one.

To give you an idea, you cannot have the same value proposition for an individual who hires you to make an anniversary dinner as for a company that hires you to organize the Christmas dinner for the entire staff. Do you understand where we are going?

Each target audience will want different benefits, and that is why the proposals must focus on each of them.

And what if you have multiple target audiences? How do you give various value propositions on the web? Well, there are multiple ways:

  • Finding the link between all those value propositions.
  • Separating each proposal by target audience.
  • Creating different sections for each target audience.

Step three: test

Just because you write the value proposition doesn't mean you're done. Because the next step you have to take is to test if it works. To do this, there is nothing like using some marketing channels to see the reaction of users.

In case it doesn't work, then you would have to go back to step one and two.

As you see, the value proposition is one of the most important aspects of business. Did you know him? Do you have one in your eCommerce?


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