Value Proposition: What Is It & How to Create One

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q***Today I’m talking to Momoko Price, a commercial copywriter who works for giants (AT&T and Base CRM) and startups (Respondly, which was acquired by Buffer).Copywriting is important and one of the biggest parts of marketing.Naming your value proposition is one thing in copywriting that is critical. It sends a strong message that convinces people about the value you can provide them.Topics covered:What it means to have a value propositionCreate a clear statement/reason for why someone should choose youValue Proposition = message that convinces people to buy from youPlaying multiple roles, including creator and sellerStep-by-step approach to create a value propositionConduct onsite visitor and customer surveys to build the value proposition based on empirical researchAlways include these two, open-ended questions in your surveys: 1) top benefit customers receive, and 2) differentiation (why the customer chose your product over another one)Momoko prefers using Hotjar for surveys and customer feedbackKeep surveys short - about 5 questions; and provide options/choicesUtilize competitors’ product reviewsFocus on message mining before surveys if you don’t have customers to ask and have a low-traffic WebsiteCategorize and quantify message themes using Excel or Google spreadsheets and tagsProducts that analyze data and delegate data tasks (TaskArmy, Mechanical Turk etc.)Utilize pivot tables in Excel to summarize data into tablesTag data using colorful, memorable, vivid descriptions for headlines; find terms and phrases that are eye-catching to include in value propositionSticky Copy: Copy that evokes image or sensory perception in your mind that drives a feeling of the benefit - an emotional triggerBits and pieces of a survey come together to create a value proposition headlineValue proposition headline should include keyword of what you’re selling and top desired outcome/benefit - avoid being cleverAvoid focusing too much on differentiating yourself and being overly unique about your brand identity in value propositionValue proposition should be clear, effective, honest, and transparentExamples of how to optimize and increase Website revenue per visitTribe Bi-flow: Website narrative details and demonstrates pain points, solution, product-related benefits, reassurances, and call to actionRevise Website content if not getting resultsFuture of machine learning and marketingResources mentioned:RespondlyBufferAT&TBase CRMConversion Excel InstituteHotjarJoanna Wiebe episode on Everyone Hates MarketersCourseraJohns Hopkins University at CourseraNgram analyzerMechanical TurkTaskArmyExcel Pivot TablesPet DoorsCopy HackersLunaMetrics blogMomoko Price on Instagram; LinkedIn; Website; EmailNarrative Design: Craft a Story Using Conspiracy PrinciplesBuying Triggers: 6 Steps to Create Explosive Demand***→ Buy my book: book.stfo.io→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q→ Take my 60-second quiz: stfo.io/q→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo🐔

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