How do you determine whether your value proposition is still current? By asking questions. To the customers? No, to yourself. But I already know the answers. Then we will test that.
Do you have proof that if you tell your story in content, it encourages the prospect to buy your product?
No.
Did the advertising help you generate more sales in the short term?
No.
Can third parties easily explain that your product is better than that of the competitor?
No.
Are people you talk to about your product visibly interested?
No.
Then it is time to reexamine the value proposition. Are you still communicating sufficiently with the market, because the target customers have not properly understood your value? The value proposition must be focused on the customer's benefit, respectively. prospect and not on the product.
Now that these four questions have been answered negatively, it is time for further analysis.
Is my value proposition optimized for my target group?
For this, questions must be asked again.
Has my target group changed over time?
Do I need to redefine my target group?
Have I segmented my market properly?
Are my personas still sufficient?
Have I communicated sufficiently internally?
Based on the answers to these questions, the value proposition can be adjusted so that the interest of the target group can be reawakened.
Value proposition must create emotions
What are the customer's motivations to buy your product? This can be extracted from the data of personas, otherwise research would have to be done. Rational and emotional values play a role in purchases. When purchasing a new car, people usually do not become lyrical when they look under the hood, but they do look at the brand and version. Emotional aspects weigh heavily. Now your product must combine the actual benefits with the emotional benefits for the customer. If that can be achieved, the value proposition has been upgraded.
Capture value proposition in persuasive content
The trick is to make your value proposition the core of the message. Focused on the benefits for the customer with the product as a means. If the customer can reformulate the message in their own words, the content is successful. The way is open for a loyal and satisfied customer, who can grow into an advocate of the product.
Communicate the new value proposition
Listing all beneficial facts on your product packaging or on the website will not encourage the customer or prospect to make a purchase. More is needed for that. The core of the simple and understandable message must stick and be reproducible. This means that the customer can immediately repeat that message.
Clarity
The value proposition must have the same message and appearance through all communication channels. Different types of content across different channels will have a confusing effect and certainly not increase sales. The way in which the message is delivered may differ per channel, but not in terms of content.
A renewed focus on all these aspects brings the value proposition to a higher and current level.
