{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast","title":"Value Proposition: What Is It & How to Create One","html":"","width":"100%","height":180,"duration":3558,"description":"Today I’m talking to Momoko Price, a commercial copywriter who works for giants (AT&T and Base CRM) and startups (Respondly, which was acquired by Buffer).\nCopywriting is important and one of the biggest parts of marketing.\nNaming your value proposition is one thing in copywriting that is critical. It sends a strong message that convinces people about the value you can provide them.\nTopics covered:\nWhat it means to have a value proposition\nCreate a clear statement/reason for why someone should choose you\nValue Proposition = message that convinces people to buy from you\nPlaying multiple roles, including creator and seller\nStep-by-step approach to create a value proposition\nConduct onsite visitor and customer surveys to build the value proposition based on empirical research\nAlways include these two, open-ended questions in your surveys: 1) top benefit customers receive, and 2) differentiation (why the customer chose your product over another one)\nMomoko prefers using Hotjar for surveys and customer feedback\nKeep surveys short - about 5 questions; and provide options/choices\nUtilize competitors’ product reviews\nFocus on message mining before surveys if you don’t have customers to ask and have a low-traffic Website\nCategorize and quantify message themes using Excel or Google spreadsheets and tags\nProducts that analyze data and delegate data tasks (TaskArmy, Mechanical Turk etc.)\nUtilize pivot tables in Excel to summarize data into tables\nTag data using colorful, memorable, vivid descriptions for headlines; find terms and phrases that are eye-catching to include in value proposition\nSticky Copy: Copy that evokes image or sensory perception in your mind that drives a feeling of the benefit - an emotional trigger\nBits and pieces of a survey come together to create a value proposition headline\nValue proposition headline should include keyword of what you’re selling and top desired outcome/benefit - avoid being clever\nAvoid focusing too much on differentiating yourself...","thumbnail_url":"https://img.transistorcdn.com/tErK_MMK-L6psKsv8Q2vwohzj73RLm3YvZmMK-IJ5Xk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzM3NTE0LzE3MDg2/ODAyNDEtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}