Imagine a world where everyone is in sales. Well, the fact is, everyone is in sales, in some fashion. It's not just the salesman at the car lot or computer reseller who qualifies: Maybe you are trying to sell your spouse your ideas for the next holiday; Maybe you're pitching a new project to your boss; Maybe you are headhunting someone to join your firm. It's all selling, and, whatever your offer (product, idea, project or job) it's important to have a really strong value proposition.
A value proposition is a short statement that clearly communicates the benefits that your potential client gets by using your product, service or idea. It "boils down" all the complexity of your sales pitch into something that your client can easily grasp and remember.
It needs to be very specific: Simply describing the features or capabilities of your offer is not enough. Your value proposition must focus closely on what your customer really wants and values. Your customer wants to solve problems, to improve on existing solutions, to have a better life, build a better business or do more, better, faster. and so on.
Creating a value proposition is a useful marketing technique that had wider application than product marketing. Whatever you are 'selling' and to whom, a value proposition is useful, if not essential, tool. Whether your 'customers' are external customers, employees, co-workers or even your family, the idea is to help them see the specific value your offer brings to them. And by doing so, you will grab their attention in such a way that they know: "Yes, that's right for me".
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