{"id":276312,"date":"2016-04-06T01:02:16","date_gmt":"2016-04-05T15:02:16","guid":{"rendered":"https:\/\/content.easyweddings.com\/au\/pro-education\/write-value-proposition-generates-website-enquiries\/"},"modified":"2016-04-06T01:02:16","modified_gmt":"2016-04-05T15:02:16","slug":"write-value-proposition-generates-website-enquiries","status":"publish","type":"au-pro-education","link":"https:\/\/www.easyweddings.com.au\/pro-education\/write-value-proposition-generates-website-enquiries\/","title":{"rendered":"How to write a value proposition that generates more website enquiries"},"content":{"rendered":"<p><a href=\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23161403\/iStock_000021123642_Medium-scaled.jpg\" rel=\"nofollow noopener\" target=\"_blank\"><img decoding=\"async\" class=\"aligncenter size-thumbnail wp-image-5069\" src=\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23161403\/iStock_000021123642_Medium-scaled.jpg\" alt=\"creating a unique selling proposition \" width=\"400\" height=\"400\" title=\"\"><\/a><\/p>\n\n<p class=\"lead\">Scenario: you&#8217;re deciding between two\u00a0wedding dress vendors. One offers premium\u00a0brands at affordable prices, and the other offers the\u00a0country&#8217;s only 65-Step\u00a0Wedding Dress\u00a0Matching Test &#8211; which business piques your interest? In a competitive retail space where everybody offers &#8216;exceptional service&#8217; and &#8216;superior quality&#8217;, your business needs a competitive advantage, called a value proposition.<\/p>\n<h2 class=\"p1\"><span class=\"s1\">What is a value proposition\u00a0and why do I\u00a0need one?\u00a0<\/span><\/h2>\n<p>A value proposition tells\u00a0customers why they should buy from your business over competitors &#8211; the more UNIQUE, the better. As <a title=\"Useful Value Proposition Examples (and How to Create a Good One)\" href=\"http:\/\/conversionxl.com\/value-proposition-examples-how-to-create\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Conversion XL<\/a>\u00a0says, a value proposition should explain how your product solves your customers&#8217; problems or\u00a0improves their situation (relevancy), and should deliver specific benefits (quantified value).<\/p>\n<h2 class=\"p1\"><span class=\"s1\">What goes into a value proposition?<\/span><\/h2>\n<p>A value proposition needs to\u00a0be user-centric,\u00a0focusing more on what your wedding customers\u00a0need,\u00a0rather than\u00a0what your business offers. Performing customer surveys can be insightful in establishing what&#8217;s <em>really<\/em> important to your customers, versus what you <em>think<\/em> they value in a wedding vendor.<\/p>\n<p>Surveying a sample\u00a0of your clients\u00a0might reveal that 85% are price-conscious, in which case a price-beat guarantee might form part of\u00a0a powerful value proposition.<\/p>\n<p>If they are more concerned with receiving purchases on time and ahead of their wedding date, a delivery guarantee might be enticing.<\/p>\n<p>If indecision is a problem your customers face and a returns guarantee would give them peace of mind, this might be an attractive addition to your value proposition.<\/p>\n<figure id=\"attachment_5144\" aria-describedby=\"caption-attachment-5144\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23161410\/sales-cocreation-64-638.jpg\" rel=\"nofollow noopener\" target=\"_blank\"><img decoding=\"async\" class=\"wp-image-5144 size-full\" src=\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23161410\/sales-cocreation-64-638.jpg\" alt=\"tips for creating a value proposition\" width=\"638\" height=\"479\" title=\"\"><\/a><figcaption id=\"caption-attachment-5144\" class=\"wp-caption-text\">Source: <a title=\" Solvay Business School - LinkedIn\" href=\"http:\/\/www.slideshare.net\/SalesCubes\/sales-cocreation-35336385\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Solvay Business School<\/a><\/figcaption><\/figure>\n\n<h2 class=\"p1\"><span class=\"s1\">How do I create a\u00a0value proposition?<\/span><\/h2>\n<p>To create a value proposition for your wedding business,\u00a0complete the following steps:<\/p>\n<ul>\n<li><strong>Competitor research:<\/strong> know what competitors are offering, particularly if you&#8217;re aiming for uniqueness. How do they position themselves in the market? What do they promise customers they will or won&#8217;t do? What can you offer or promise that none of your competitors are willing to do?<\/li>\n<li><strong>Customer research:<\/strong> drawing from your personal\u00a0experience or customer surveys, develop an understanding of WHO\u00a0your target market is and <a title=\"Why it pays to profile your customers\" href=\"http:\/\/www.marketingdonut.co.uk\/marketing\/marketing-strategy\/your-target-market\/why-it-pays-to-profile-your-customers\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">create a profile<\/a> or persona of your ideal customer.<\/li>\n<li><strong>Benefits:<\/strong> get clear on the key benefits of using your product or service. These should directly address the needs and concerns expressed by clients in the surveys.<\/li>\n<\/ul>\n<p>When you&#8217;ve completed these steps, use this\u00a0<a title=\"7 Proven Templates for Writing Value Propositions That Work\" href=\"http:\/\/torgronsund.com\/2011\/11\/29\/7-proven-templates-for-creating-value-propositions-that-work\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">value proposition\u00a0template<\/a> created by Geoff Moore to summarise your findings:<\/p>\n<h4 class=\"p4\" style=\"text-align: left\"><strong><span class=\"s1\">For_______________\u00a0<i>(target customer) who\u00a0_______________<\/i><i>\u00a0(statement of the need or opportunity) our (product\/service) is\u00a0_______________\u00a0<\/i><i>(product category) that (statement of benefit) _______________.\u00a0<\/i><\/span><\/strong><\/h4>\n\n<h2 class=\"p1\"><span class=\"s1\">How\u00a0should I\u00a0structure my value proposition:<\/span><\/h2>\n<p>Using the sentence created above, flesh it out to\u00a0include some key messages for presenting your newly formed value proposition on your website.\u00a0<a title=\"How to Write a Great Value Proposition [Infographic]\" href=\"http:\/\/blog.hubspot.com\/marketing\/write-value-proposition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Hubspot<\/a>\u00a0suggests that a value proposition is\u00a0one of the most important conversion factors, and the very first thing people should see when they land on your site. The components of a solid value proposition include:<\/p>\n<ul>\n<li class=\"p1\"><span class=\"s1\"><strong>heading:<\/strong> describing the end benefit that you offer to customers\u00a0<\/span><\/li>\n<li class=\"p1\"><strong>subheading:<\/strong> detailed explanation of what you offer to whom and why<\/li>\n<li class=\"p1\"><strong>list of key benefits:<\/strong>\u00a02-3 bullet points or sentences expanding on\u00a0your benefits and key features.<\/li>\n<li class=\"p1\"><strong>visual:\u00a0<\/strong>a video or supporting image\/visual to enhance your message that shows the value proposition in action<\/li>\n<\/ul>\n<p>After you&#8217;ve created your value proposition, check it against <a title=\"Useful Value Proposition Examples (and How to Create a Good One)\" href=\"http:\/\/conversionxl.com\/value-proposition-examples-how-to-create\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Conversion XL&#8217;s <\/a>criteria and ensure it adequately (but succinctly) answers the following questions:<\/p>\n<ul>\n<li><span style=\"color: #333333\">What product or service is your company selling?<\/span><\/li>\n<li><span style=\"color: #333333\">What is the end-benefit of using it?<\/span><\/li>\n<li><span style=\"color: #333333\">Who is your target customer for this product or service?<\/span><\/li>\n<li><span style=\"color: #333333\">What makes your offering unique and different?<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_5135\" aria-describedby=\"caption-attachment-5135\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23161416\/Screen-Shot-2016-04-04-at-8.09.12-am.png\" rel=\"nofollow noopener\" target=\"_blank\"><img decoding=\"async\" class=\"wp-image-5135 size-full\" src=\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23161416\/Screen-Shot-2016-04-04-at-8.09.12-am.png\" alt=\"what makes a good value proposition\" width=\"651\" height=\"513\" title=\"\"><\/a><figcaption id=\"caption-attachment-5135\" class=\"wp-caption-text\">Source: <a title=\"How to Write a Great Value Proposition [Infographic]\" href=\"http:\/\/blog.hubspot.com\/marketing\/write-value-proposition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Hubspot<\/a><\/figcaption><\/figure>\n<h2>Learn from the best<\/h2>\n<p class=\"p1\"><span class=\"s1\">Here are\u00a0three examples of global brands\u00a0that display\u00a0value propositions on\u00a0their websites. For complete views, click the images and scroll the homepages to see how they\u00a0creatively incorporate images and interactive design features as part of this process. \u00a0<\/span><\/p>\n<h3 class=\"p3\"><a title=\"WordPress\" href=\"https:\/\/wordpress.org\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">WordPress <\/a><\/h3>\n<ul>\n<li>What product or service is the\u00a0company selling? <strong>A free website.<\/strong><\/li>\n<li>What is the end-benefit of using it?\u00a0<strong>A free website.<\/strong><\/li>\n<li>Who is the\u00a0target customer for this product or service? <strong>People who want a personal blog or a business site.<\/strong><\/li>\n<li>What makes this\u00a0offering unique and different? <strong>Not obvious, but they&#8217;ve later used a credibility marker\u00a0to reassure customers they&#8217;re making the right choice: &#8220;WordPress powers 25% of the internet&#8221;\u00a0\u00a0<\/strong><\/li>\n<\/ul>\n<figure id=\"attachment_5138\" aria-describedby=\"caption-attachment-5138\" class=\"wp-caption aligncenter\"><a title=\"WordPress\" href=\"https:\/\/wordpress.com\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><img decoding=\"async\" class=\"wp-image-5138 size-full\" src=\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23161423\/Screen-Shot-2016-04-04-at-8.17.29-am.png\" alt=\"wordpress value proposition\" width=\"719\" height=\"579\" title=\"\"><\/a><figcaption id=\"caption-attachment-5138\" class=\"wp-caption-text\">Source: <a title=\"WordPress\" href=\"https:\/\/wordpress.com\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">WordPress<\/a><\/figcaption><\/figure>\n<h3 class=\"p3\"><\/h3>\n<h3 class=\"p3\">Canva<\/h3>\n<ul>\n<li>What product or service is the\u00a0company selling?<strong> Easy to use drag-and-drop software for\u00a0creating beautiful designs and documents.\u00a0<\/strong><\/li>\n<li>What is the end-benefit of using it?\u00a0<strong>Beautiful designs and documents.<\/strong><\/li>\n<li>Who is the\u00a0target customer for this product or service? <strong>People who want beautifully designed DIY graphics and documents.\u00a0<\/strong><\/li>\n<li>What makes this\u00a0offering unique and different? <strong>Not obvious\u00a0without a direct competitor comparison, but they&#8217;ve later used a credibility marker\u00a0to reassure customers they&#8217;re making the right choice: &#8220;Canva is used\u00a0and loved\u00a0by millions of people around the globe&#8221;\u00a0\u00a0<\/strong><\/li>\n<li><strong>BONUS:<\/strong> They&#8217;ve used an image to show\u00a0the easy to use software in action creating beautiful designs and documents.<\/li>\n<\/ul>\n<figure id=\"attachment_5137\" aria-describedby=\"caption-attachment-5137\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-5137 size-full\" src=\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23161432\/Screen-Shot-2016-04-04-at-8.25.19-am.png\" alt=\"Canva value proposition \" width=\"762\" height=\"319\" title=\"\"><figcaption id=\"caption-attachment-5137\" class=\"wp-caption-text\">Source: Canva<\/figcaption><\/figure>\n\n<h3><a title=\"Trello\" href=\"https:\/\/trello.com\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Trello<\/a><\/h3>\n<ul>\n<li>What product or service is the\u00a0company selling?<strong>\u00a0A project management tool to help organise projects.\u00a0<\/strong><\/li>\n<li>What is the end-benefit of using it?\u00a0<strong>Streamlined communication to see everything at a glance on\u00a0one platform.\u00a0<\/strong><\/li>\n<li>Who is the\u00a0target customer for this product or service? <strong>People who want to organise their project management.\u00a0<\/strong><\/li>\n<li>What makes this\u00a0offering unique and different? <strong>Not obvious\u00a0without a direct competitor comparison, but further down they&#8217;ve used a credibility marker\u00a0to reassure customers they&#8217;re making the right choice: &#8220;<strong>Millions of people<\/strong> and companies of all kinds and sizes love using Trello,&#8221; along with logos from global brands such as Google, The New York Times and PayPal.\u00a0<\/strong><\/li>\n<li><strong>BONUS:<\/strong>\u00a0Strong use of images in subsequent sections showing the\u00a0software in action.<\/li>\n<\/ul>\n<figure id=\"attachment_5140\" aria-describedby=\"caption-attachment-5140\" class=\"wp-caption aligncenter\"><a title=\"Trello\" href=\"https:\/\/trello.com\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><img decoding=\"async\" class=\"wp-image-5140 size-full\" src=\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23161441\/Screen-Shot-2016-04-04-at-8.56.39-am.png\" alt=\"Trello value proposition example\" width=\"880\" height=\"449\" title=\"\"><\/a><figcaption id=\"caption-attachment-5140\" class=\"wp-caption-text\">Source: <a title=\"Trello\" href=\"https:\/\/trello.com\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Trello<\/a><\/figcaption><\/figure>\n\n<h2 class=\"p4\">Your turn&#8230;<\/h2>\n<p class=\"p4\"><span style=\"color: #333333\">Creating a strong\u00a0value proposition not only makes it easier to attract\u00a0your ideal\u00a0customer, but it\u00a0also\u00a0establishes the framework for\u00a0your company\u2019s marketing and sales activities.\u00a0<\/span><\/p>\n<p class=\"p4\">Have you got a unique value proposition that has increased conversion and given your wedding business a competitive edge? Leave a link to your website in the comments and we&#8217;ll see if we can guess what it is!<\/p>\n\n","protected":false},"author":1,"featured_media":269197,"template":"","au_pro_edu_tags":[],"class_list":["post-276312","au-pro-education","type-au-pro-education","status-publish","has-post-thumbnail","hentry","au_pro_edu_categories-share-worthy-articles"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/au-pro-education\/276312"}],"collection":[{"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/au-pro-education"}],"about":[{"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/types\/au-pro-education"}],"author":[{"embeddable":true,"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/users\/1"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/media\/269197"}],"wp:attachment":[{"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/media?parent=276312"}],"wp:term":[{"taxonomy":"au_pro_edu_tags","embeddable":true,"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/au_pro_edu_tags?post=276312"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}