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Unleash Your Money-Making Mojo!

image of wendy wanging the wonga

You could be earning $5,000, $10,000, or even $15,000 per month by this time next year!

Learn how to transform your life with freelance writing, even with no education and zero experience.

A Marketing Copywriter’s 5-Minute Guide to Slick Value Propositions

by | Marketing, Writing | 0 comments

A marketing copywriter holding a sign about value propositions

As a marketing copywriter, your job is to make whatever you’re selling stand out from the crowd, so people have to have it. The internet is a huge, noisy place where everyone’s talking at once. Your mission? Cut through that cacophony like a knife through butter, making sure it’s your words that stick.

That’s where the magic of a strong value proposition comes into play. It’s like having a megaphone, ensuring your message reaches the back of the room and also gets people nodding along.

A value proposition isn’t just a catchy slogan or a few buzzwords thrown together; it’s the core reason why customers should be flocking to you instead of getting lost in the competitor’s shuffle.

Think of your value proposition as your best sales pitch condensed into a single sentence or two that hits like a lightning bolt. It’s about nailing what makes your offer the gold among the dross and then zinging that message straight to the heart of your audience.

But how do you do that? That’s precisely where this guide steps in. 

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What is a value proposition?

A value proposition is a brand’s secret handshake. It’s that clear, compelling statement that sums up why the brand is the bee’s knees—what it offers, to whom, and why it’s the choice that beats all others. It’s the shout-from-the-rooftops reason why customers should come a-running.

When someone visits a website, the value proposition is the welcome mat. It’s front and centre, waiting to greet every digital passerby. 

As a marketing copywriter, a value proposition is your chance to make a lasting first impression. You have to grab the reader’s attention with something so magnetic that they kick off their shoes and stay a while.

Your value proposition needs to be crystal clear, focusing on what makes you stand out from the competition. Think of it as the ultimate sales pitch in a bite-sized format. So, ditch the jargon and get straight to the point. Remember, you only have a few seconds to grab your audience’s attention, so make it count!

When aiming to deliver impactful messaging, focus on incorporating key elements that resonate with your audience’s needs and desires. Your message should be clear, concise, and tailored to address what matters most to your target audience.

Start by identifying your customers’ primary pain points or desires. Craft your message to highlight how your product or service directly solves their problems or fulfils their aspirations.

Utilise engaging visuals, compelling language, and a strong call to action to drive your message home. Make sure to differentiate your offering from competitors by showcasing what sets you apart. Emphasise the unique benefits and value that your business provides to make your message irresistible.

If all that sounds challenging, brushing up on your copywriting skills can get you up to speed. These 13 epic copywriting books are a fantastic place to start – they’re a cheat code to levelling up in the game of words.

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What should a marketing copywriter include in a value proposition?

Your value proposition needs to cover the what, who, and why. In other words, what’s the offer, who it’s for, and why someone should choose that brand specifically?

First up, the “what” – this is your bread and butter. It’s the offer itself. What are you selling? An innovative app that simplifies life? Artisanal coffee that awakens the soul? Whatever it is, lay it out. This is your product or service in the spotlight, so make sure it shines.

Next, who are you serving this masterpiece to? Knowing your audience is key. Are they busy professionals, tech-savvy millennials, or health-conscious foodies? Get specific because a blanket statement meant for everyone won’t cut the mustard. 

Finally, the “why” – the secret sauce, the reason your sandwich stands out in a deli full of options. Why should someone choose your brand over the next? This is where you get to brag a bit. Is it because of your unmatched quality, your commitment to sustainability, or perhaps your innovative approach? Whatever the brand’s edge, this is your moment to sell it.

What elements should be included in a value proposition? 

There are three MVPs in the value proposition game: the headline, the subheadline, and something for the eyes — the visual element.

The headline is your opening act. Your hook. The line that sings the benefits of hopping on board. 

Want to be clever? Go for it. But remember, clarity is king. Keep it snappy, but make sure it hits home with what’s in it for the reader.

Next is a paragraph of meaty details. Here’s where you get down to the nitty-gritty. Spell out what you’re offering, who’s going to love it, and why your brand’s the talk of the town. This is your chance to dive deeper than your headline dares, filling in the blanks and adding colour to your sketch.

Here’s an example layout of a brief value proposition:

[Headine, e.g., Ditch the Dinnertime Drama]

For the [type of person, e.g., busy mum] who doesn’t [their problem, e.g., have a lot of time to cook], [brand name] provides [service and how it helps, e.g., full meal plans with all the ingredients delivered right to your door].

Sometimes, words need a wingman, and that’s where visuals swoop in. Whether it’s a video that tells your story, an infographic that breaks down the juicy details, or an image that captures the essence of your offer, visuals are like espresso shots for your message — packing a punch and grabbing attention.

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How do you write an effective value proposition?

Here’s how to whip up a value proposition that’ll have everyone buzzing:

Step 1: Dig into the problem

Let’s get this show on the road with some Sherlock Holmes-level sleuthing to unearth the nitty-gritty of what’s keeping your client’s customers up at night.

As a freelance marketing copywriter, a good way to do this is by sending a questionnaire to your client to understand as much as possible about their target audience, including their:

  • age and gender 
  • jobs and hobbies
  • income
  • challenges and worries
  • goals and dreams

This foundational step is crucial. It sets the stage for crafting copy that resonates personally, making your client’s offering not just seen but felt deeply by those it seeks to serve.

Step 2: List the perks

Consider what you’re selling and spotlight its perks. Spell out why it’s awesome. Keep it tight and right on the money, focusing on what your customer really gets out of it. 

Step 3: Amp up the value

Now, add a dash of “why it matters.” It’s time to show the real value behind the curtain. 

For example, if you’re crafting copy for a revolutionary fitness app, don’t just mention that it tracks workouts. Dive into how it transforms the user’s daily routine, promoting a healthier lifestyle with personalised fitness plans that adapt to their progress and preferences. 

Step 4: Marry the problem with your solution

Time to play matchmaker. Does the customer’s headache fit snugly with the value your product offers? If yes, you’re on the brink of nailing your value proposition. If not, no stress. Just loop back until you find that sweet spot where your solution meets their need.

Step 5: Stand out as the go-to solution

Now, sprinkle in what makes you the MVP — got a killer customer service quirk? Extra goodies that others charge for? Highlight what sets you apart, always keeping the spotlight on what the buyer’s itching for.

Step 6: Sketch it out with a template

Got the gist? Great! Now, let’s mould it into something solid. Here are a few templates that are pure gold:

  • Steve Blank method: Focus on the benefits, not just the features. “We help (X) do (Y) by doing (Z).”
  • Geoff Moore method: Get specific about who your customers are and why they should care. “For [target customer] who [needs X], our [product/service] is [category] that [benefits].”
  • Harvard Business School method: Nail the essence by answering:
    • “What is my brand offering?”
    • “What job does the customer hire my brand to do?”
    • “Who else is trying to get this job?”
    • “Why should the customer pick us?”

By following these steps and choosing your template wisely, you’re not just slinging features; you’re selling a solution tailor-made for your audience’s needs, setting you leagues apart from the rest. And that, my lovely, makes your skills a commodity!

Step 7: Create a few versions

Alright, you’ve laid the groundwork. You’ve nailed down the critical questions, pinpointed your core value proposition, and considered how these details would fit into a template or two.

Now, it’s time to get creative and whip up a few versions of your value proposition. Yes, they’re all going to sing a similar tune, but here’s where you challenge yourself to mix it up: try new phrasing, play with word choices, and shift the focus for each one.

Why bother? Well, as marketing copywriters, it’s all too easy to get stuck on your first idea and convince yourself it’s golden, but chances are, there’s something even better waiting in the wings. Pushing yourself to explore different angles can break you out of that mental loop and lead to genuine gems.

Plus, as a marketing copywriter, you’re working with clients who might envision something completely different. Having a bunch of ideas on the table allows them to show you what direction they prefer. 

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Step 8: Test, tweak, and triumph

Got a pile of potential winners? Great. Now’s the time to refine them. Scrutinise your wording, smooth out the flow, and polish that message till it shines.

When you and your client are nodding in approval, test them out!

Grab an unsuspecting bystander — bonus points if they’re your target market. Flash your value proposition at them, then see if they get the gist of your offer. If not, go back to the drawing board. Remember, clarity and impact are key; you want your message to resonate instantly.

Depending on who you’re working with, you may also be able to try out your new value proposition on the client’s website. This allows you to compare the old with the new to see which performs better. Look at engagement metrics, conversion rates, and feedback. Is your new value proposition making a tangible difference? Are visitors sticking around longer, engaging more, and, most importantly, taking action?

If you see positive shifts, you’re onto a winner. If not, consider it an invaluable learning curve rather than a setback. 

Value propositions are a marketing copywriter’s key skill

Crafting killer value propositions isn’t just a part of the job — it’s the bread and butter for any self-respecting marketing copywriter. It’s one of the types of copywriting that makes big bucks. Why?

Because it’s not about tossing together some buzzwords and calling it a day. Nope. It’s about capturing a brand’s essence and soul and then shouting it from the rooftops. They’re a brand’s North Star. 

Diving into the nitty-gritty of what makes a brand tick, understanding its audience, and figuring out what sets it apart in a sea of sameness is where the magic happens. 

A top-notch marketing copywriter turns all that complex brainstorming into a neat, irresistible package of words that not only grabs attention but also tugs at the heartstrings, earns trust, and gets people moving. It’s the launchpad for marketing greatness.

Nail that value proposition, and you’ve got the golden ticket. Brands are more than willing to pay top dollar for a copywriter who can deliver this kind of gold. And it could be you!


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