Listening to the MarketingExperiments Powerful Value Propositions Webinar, it hit me that many marketers do not realize that the tag line and value proposition are two different things. While the tag line is a short phrase — often worded to elicit an emotional response — the value proposition answers the question “Why should I buy from you and not a competitor?”
When writing a value proposition, general vagaries are weak. Details and specifics will convince your ideal customers to buy from you. Just how convincing is a function of two things: desire and exclusivity. When customers can find what you offer nowhere else AND it is something they really want, you’ve hit a home run.