A value proposition has fundamental parameters to perform well when it reaches the consumer. This, in its construction, has fundamental and conceptual aspects.
For example, if you sell running shoes you must demonstrate to the consumer that they will find exactly the product and efficiency they are looking for.
Each of these aspects must be included in the proposal so that, when it is read, it is clearly understood that these requirements have been duly met.
By meeting these requirements, you can confirm that your value proposition has a solid foundation and is capable of generating engagement. Below, discover what these essential aspects are.
Clarity
The clearer the proposition, the easier switzerland telegram data it will be to convey the message to the consumer . It is essential that you understand the mission of your company when offering a service or product.
So, if you’re selling high-performance running shoes for people who like to run, this central idea should be clear without the reader of your proposal having to go to great lengths to understand it.
Clarity is one of the main parameters of good communication content .
In the case of a commercial text , the consumer’s quick understanding means that the company was concerned about being direct and objective when talking about itself. Appreciating this immediate and simplified impact is very important.
Language
Each business works with a what is instant payment? see the advantages of using pix! well-defined target audience, which determines a language that must be specific to that relationship.
When you know who you are talking to, you naturally have to communicate in the most appropriate way and language has a direct impact on that.
By taking this into account, your company will be closer to its audience, with a more natural and appropriate approach.
If the target audience is younger, for example, it is possible to use clearer and even more in-depth language in the proposal.
The more appropriate the language, the greater the engagement you will generate . This way, you show that your company is truly native to its segment and understands its audience.
Transparency
The proposal must be completely lack data appropriate and based on what the company does, without trying to improve its qualities even further. This exaggeration could result in an escape from reality, for example.
Another key point is to be honest and objective when describing how your services or product can help the pain of this target audience. Transparency is of great value in the proposal.
By realizing this, the consumer feels more secure and understands that they can expect exactly what is described.
This frankness and impartiality are elements that greatly favor acceptance and closeness between the consumer and the brand.
Address
The proposal should also direct the consumer to what they will find when they contact your company.
This is the best way to be objective in this contact with the value proposition, which can often be the first content this person consumes in a relationship with the company .
It is also at this point that the value must be reinforced and highlighted. To do this, the differentials must be shown .
Among them we can highlight: free shipping, prices below the market, great payment methods and a series of other advantages that are really valuable for the consumer.
How to make an impeccable value proposition?
A good value proposition should follow a standard structure, composed of elements that make reading more intuitive, practical and provide the consumer with the information they really need.
Each of these elements reinforces the relevance of the content and helps enrich the proposal. Learn about each of them below!
Qualification
The main part of the proposal, the title, should be succinct, but should provide information about what your company does in a maximum of 2 sentences .
To enrich it, brands often use striking phrases that capture the reader’s attention with a sophisticated intonation. Continuing with the example of the sneaker store, this title could be something like:
“The best sports shoes so that your performance has no barriers.”
Caption
The subtitle is the section where the proposal is more detailed, with more specific information about the business.
Generally, around 3 lines are enough to tell more about what a company does, who the product is aimed at and what benefits it provides.
For example: “good performance when running directly depends on a shoe capable of converting impact into propulsion.
Our sneakers can increase your skill and endurance while you practice, helping you to overcome your own limits.”
Bullet points
Bulletpoints have the power to capture the reader’s attention because they stand out from the rest of the text .
These are topics in which the company will highlight the main benefits of the product, indicating how they satisfy the consumer’s needs.
In the example of the footwear company we could work in the following way:
- unbeatable price: high quality sneakers with the best cost-benefit on the market;
- comfort: the best shock absorption technology at your disposal.
- Warranty: All shoes have a 3-year warranty against manufacturing defects.
Images
Visual appeal is of great importance when driving campaigns and information within a website.
They should be used to give more emphasis to the value proposition, always illustrating the idea that is addressed in the written content . The important thing is that the main message is reinforced.
Bonus: interactive value proposition
There is an even more complete and original format to present the value of a company’s product or service: interactive web pages .
These are a type of content in which the user actively participates in the information consumption experience, obtaining a more immersive experience and closer to the brand .
An example that we couldn’t fail to show you on this occasion is our own! A while ago we produced an interactive page with the Ion software to provide more details about our Content Marketing offer and how we help clients who join Rock Content.
In a value proposition, interactivity is very useful, because just like in the page you saw above, with this feature you can include question resources that allow you to collect valuable data about the preferences and main needs of your audience.
This way, you will have more data to choose the perfect commercial approach for each business opportunity.