How many points should a value proposition have: Value propositions should be comprised of 3-5 statements about what your solution or type of solution offers. Any more becomes harder to remember. Any less can fail to structure the presentation content effectively and memorably.
In this fascinating article reporting on research by Weaver et al in the Journal of Consumer Research, Heidi Halvorson points out that adding additional arguments doesn’t always help. If a value proposition has three very strong sections, adding an additional section that’s weaker (but still valid) actually dilutes the overall strength of the argument.
How to write a value proposition statement: Value russian telephone numbers proposition statements work best if they are of similar length and format. If one item is a single word (‘flexible’) and another is a long phrase (‘standards compliant for SIA accreditation’), it often looks and sounds awkward.
The best way to get the phrasing right is to note a question that the value proposition answers, and format all items to work with that question. So, for example:
Why change? ‘You should change in this way because you will get ___’
Category vs. solution: When selling the category, the key messages of your sales presentation will typically be made up of benefits, and focus on what your prospects will get if they try a new approach – ‘increase turnover’, ‘reduce risk’, or ‘improve efficiency’.
When selling your solution, the key messages (or value proposition) will typically be made up of advantages that your product or service has over competing alternatives. If you used benefits here, there’s a risk that competing solutions would all just say the same thing, and you wouldn’t be able to differentiate.