Which Type of Value Proposition Works Best?

By definition a value proposition is a clear statement of the tangible results, or value, a customer will receive from using your products or services. In general, these written statements fall into one of three categories. To demonstrate, let’s consider a power tools manufacturer who introduces a new professional product line with innovative motors inside. Which of these statements works best?

“Our new cordless hand tools bring more power and less weight to every drilling, cutting and sanding job.”

This statement consists simply of Features and Benefits.  This is the easiest to write, most common and least effective type of value proposition.

“Our new cordless tools are lighter to the touch and more powerful on the job than competitors x, y and z.”

This is called a Competitive Superiority.  It is better than the previous version in that it acknowledges competitive offerings buyers will consider and it implies product advantages.

“Our new cordless hand tools are 4x more powerful and 50% lighter weight than tools from competitors x, y and z.  This enables tradesmen to be more productive every day and allows contractors to accomplish jobs in less time and/or with smaller work crews.”

This compelling statement is called a Customer Solution and it is clearly the most effective type of value proposition. It acknowledges what contractors value most and it qualifies the performance advantages compared to the competition. It is harder to write than the previous two—and it is absolutely worth it.

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