What Is a Value Proposition, and Why Should You Care?

What’s a Value Proposition?

When I was at the MarketingSherpa 2015 Email Summit this past February, I sat down for an interview with their Director of Editorial Content and my friend, Daniel Burstein, where I told him what a value proposition is, and why it is crucial for your business. If you as a business owner are ignoring a core problem with your value proposition, then it’s like a toothache–it’s not going away, it’s only getting worse.

The Takeaway:

  • Your value proposition is the core or central truth about your offering, and it answers the question “Why should anyone care?”

  • In a global economy, there are multiple versions of any product available. There are so many choices to choose from, that marketers forget to distinguish why their audience should choose Brand A over Brand B.

  • If after taking a candid look at your value proposition, you see that there isn’t really anything that sets you apart in a meaningful way for your customers, you need to reevaluate.

  • Get rid of the inconsistencies in the messaging and the experience. Your value proposition has to ingrained culturally in the way you do business. 


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