How to Write a Compelling Value Prop
To articulate a selling point of your product, you need 6 elements:
🟨 Persona
- This needs to be very specific. Include job titles if you can
⬛ Alternative
- An alternative to your product & what they are using today
🟥 Problem
- The weaknesses of their current alternative (i.e. what problems the current solution causes)
🟧 Capability
- The unique ability that is unlocked by your product. Something they couldn't do before and now they can.
🟩 Feature
- The part of your product that powers the capability and it answers "how"
🟦 Benefit
- The state change driven by the new capability (i.e. increase in something good, decrease in something bad)
Messaging by Adoption Stage
Innovators
- The earliest beta-testers care most about FEATURES
- They want to know what you've accomplished technologically
- This group is likely too small to build a business around
Early Adopters
- This initial user base cares about CAPABILITIES
- They want to know what you can do WITH the features
- This group will (ideally) evangelize your product
Early Majority
- This group cares about BENEFITS
- They want to see the measurable IMPACTS of your product
- In B2B world, this is where testimonials & case studies shine
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