An Apprentice’s Search for a Good Value Proposition – Part #1

The last couple weeks here at MarketingExperiments we have held Web clinics in which our top analysts evaluated landing pages submitted to us from our journal subscribers. If you participated, you might have noticed that with every Website submission we asked for a two sentence statement of the Value Proposition for the business and of the product offered on the landing page. Simple, right? Well

According to our best analysts, there were hardly any true Value Propositions—maybe one or two out of all of the Web sites submitted. This didn’t seem right to me, especially when considering that all of a company’s marketing efforts should be an expression of its Value Proposition. Why were all these companies unable to put together a good Value Proposition?

It was at this point that I began to wonder, What is a good Value Proposition anyway? Truthfully, when I began to think about it, I myself needed some questions answered about formulating a good Value Proposition. I have heard it talked about over and over, but when it comes down to it, I don’t think I could actually make a good, solid Value Proposition. So, in the MarketingExperiment’s research spirit, I am setting out to find out exactly: What is a good Value Proposition? So far there are four questions I want to find answers to:

Question #1: What is it exactly that I am supposed to communicate in my Value Proposition? Is there a guideline or a formula of some sort for this?

Question #2: What does not belong in a Value Proposition?

Question #3: How long should a good Value Proposition be? And why?

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Question #4: Can I see some examples of good Value Propositions?

So, these are my questions. In the next few days I will be scouring the ranks here at MarketingExperiments to see if anyone has the answers to these questions. I will try to keep you posted on my discoveries, and if you’d like me to ask something else about Value Propositions let me know. One good thing about being an apprentice at MarketingExperiments is the access I have to all of the great minds here. So let me know your questions and I will do my best to get them answered.

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