The Bulletproof Funnel Framework
Level 1.5: The Customer Specific Value Proposition Statement (Checklist)
Isn’t It Ironic?
You may notice that when I’m talking about copy, I tend to use words like “clarity, succinctly and simplicity” quite a bit, and yet if you’ve been Googling “Value Proposition”, “Unique Selling Proposition” or even “Elevator Pitch”. “Confusion” maybe a more apt word. It’s become apparent to me that lot’s of different people have their own individual take on this Statement, Message, Pitch thing. What they call it, and what it means to them, may not be what you call it or what it means to you. So, to avoid any further confusion, my “simple, clear and succinct” message to you is this:
I’m calling it a Customer Specific Value Proposition, but what it does, is a lot more important than what you call it (CSVP anyone?).
Value Proposition Vs Unique Selling proposition
But let me make at least make one clear distinction…
I see a Unique Selling Proposition as that special little something that makes your product or service DIFFERENT (duh), it’s the reason people should buy from you and not your competition.
I feel a but coming…
But, because it’s generally about you (and your competition), it only really, really makes a ‘difference’ when a potential customer is ready to buy (from you or one of your competitors) – it is important here, it can give you an edge here, but, but, but..
For cold traffic at the beginning of the buyers journey (when solution-awareness may be low), it’s just not quite enough. To effectively and efficiently draw people in at this stage, you need a little more Oomph; a lot more clarity; and a quick way to connect. Therefore, it needs to be a little less about you and a lot more about THEM.
And that’s where a Value Proposition can help, but a Customer Specific Value Proposition Statement can help even more.
Ok, so what I’ve come to define A Customer Specific Value Proposition to be, goes something like this…
A clear and succinct summary of what you do, how you do it and – this is the important bit – how this can provide a beneficial outcome (the tangible value) for a specific demographic or group (your perfect customer).
Bulletproof Funnel Frameworklevel 1.5.1
First Things First: Where To Put Your Value Proposition Statement
When a prospective customer hits your home, squeeze or sales page, this finely-honed crystal clear message should be the very first thing they read: it’s your headline and introduction to the page. And if it’s done right; if it connects; if it’s immediately understood, and it draws the visitor in to read on – it means they won’t immediately leave and so it can also work wonders for your bounce rate.
If your intro statement doesn’t deliver any sense of specific value; and if the reader has to take time and effort to understand what you do (and why they should care); then there’s a very good chance they’ll just hit the back button and wave bye-bye (taking a little slice of your marketing budget with them as they go).
So, it’s well worth taking some time to get it right. Especially, as actually; once you have your Customer Avatar fleshed out, and this Value Proposition Framework to hand – it’s actually pretty easy to do.
Famous last words.
Get Your Priorities Straight
To write a compelling Value Proposition Statement that clearly speaks specifically to your target customer, we have to prioritise and focus on:
- Them (over you)
- Solutions to problems (over products and services)
- Benefits of solutions (over bells & whistles features)
- Who your ideal customer/target demographic is
- Specific, tangible benefits to them
- How you’ll deliver the product or service
If you run through the eight simple steps in this checklist each time you want to bring a new product (or even a Lead Magnet) to market, you’ll not only be able to deliver compelling Customer Specific Value Proposition Statements for your Landing Pages, you’ll also end up with a wealth of additional ideas with which to construct fresh copy for all your ads, emails, headlines and calls-to-action throughout your funnel.
I know, bargain right?
Top Tip: If you’ve nailed your Customer Avatar, then some of this stuff should be familiar to you, but if you missed it or skipped it, check out The Awesome Avatar Action Guide here.
Ok here are the core elements of an effective, compelling Customer Specific Value Proposition Statement in 8 simple steps…
Download The FREE Checklist Here
Step 1. What
Briefly describe your product or service:
• WHAT do you do for your customer?
• WHAT are the main features of your product or service?
Step 2. Who
WHO are you aiming to sell to? Not generally, but exactly:
• WHO is your ideal customer (this is where your Avatar works its magic).
• Which nouns (or short phrases) best describe this person, demographic, category, market or niche?
Step 3. Problems
Consider what’s affecting their life negatively:
• What PROBLEMS are they’re looking to solve?
• How do they perceive these PROBLEMS?
• How do these PROBLEMS make them feel?
Step 4. Needs
These problems in mind, identify your customers core NEEDS:
Step 5. Solutions
Problems and needs in mind; consider:
• What SOLUTIONS are you offering your customer?
• How do these SOLUTIONS improve the quality of their lives?
• How will this improvement make them feel?
Step 6. How
HOW exactly do you deliver your solution? Not what your solution is, but HOW you deliver it:
• The format
• The medium
• The delivery system
Step 7. Benefits
Going back to your features, now consider:
• What are the tangible outcomes for the customer?
• What specific BENEFITS do they deliver?
• How will they gain from them?
Step 8. Difference
Consider, what makes you so DIFFERENT from your competitors:
• What unique value do you (or can you) deliver?
• What sets you apart from anyone else they may seek a solution from?
• Can you summarise your UNIQUE business value?
Are You Good?
Good! Once all these raw materials are gathered up, the hardest part is done. Download The FREE Checklist Now so you can have it for keeps, and then repeat the process for every new product or marketing campaign you launch.
Grab Your Customer Specific Value Proposition Checklist For KEEPS Here
Look Inside The PDF & See What You Get >>
Your Value Proposition Checklist is interactive – no printer required – you can simply tick off the items using any PDF viewer or app from your computer or mobile device. Save each PDF and then repeat the process as many times as you need.
And Yes It Is FREE.
No animation or oh-so-slow? Doh! Click here.
Ready to create a Customer Specific Value Proposition that’s really relevant, crystal clear and quickly connects visitors needs with your deeds?
Although the checklist provides a nice, clear roadmap of ‘what you need to know’, to bring everything together to create one effective, clear and succinct Value Proposition Statement, does take a little more work. So the more advanced Complete Process Workbook is intended to ensure you don’t go losing your momentum…
Part 1: The Gathering
Converts the points in the checklist into a series of interactive exercises that help you gather together the raw materials to work with.
Part 2: Coming Together
Utilises a further set of exercises to help identify the strongest recurring themes, and then helps mix, match and whittle them down until you have three or four really strong ideas to work with.
Part 3: Adjust To Taste
Is where you’re encouraged to fine-tune your ideas, cut the fluff and make every word count, so you end up with two or three very clear, simple and succinct statements that really can connect.