Small businesses need more than just a good idea to get going. It requires passion, drive and a lot of patience. Building a website is no different. One stopgap that many small businesses run into when building their websites is discovering a way to communicate value to visitors. Why is your product or service worth buying?
That’s where a unique value proposition comes into play. What’s that, you ask? Well, it’s the answer to the previous question, or rather the answer to the question: Why should I care?
By this point, you probably know what your business is about and how to convey it’s qualities and benefits to any person or website visitor. However, writing your website content is really a two-part question: “What is your business and why should I care?”
So, a value proposition is the reason(s) someone should care about your products, services and business. Or, more simply put, your brand promise – the value delivered to expected experience of the customer.
So how do you make a compelling statement that extends across your entire website?
The first rule is to stay away from kitschy wording and abstract concepts. These make it harder for people to buy or make decisions. People prefer facts and want to see the purpose or benefit immediately. Consumers make purchase decisions through a holistic approach, or by looking at the broader picture.
Therefore, relate your product and/or service to customers by saying directly and exactly what problem it solves or how it will make their lives easier and improve their circumstance. In essence, you are translating a want to a clear need and also expressing it’s value.
Chocolate, for example, is high in sugar and generally not that great health-wise if consumed in mass. However, people justify consumption based on a variety of perceived needs – high antioxidants, lowers blood pressure, high in fiber, makes you happy, etc.
So, what does your business do… and why should we care?