Research shows the attention span of a person may be as short as 8 seconds before their mind starts wandering. Similarly, 8 out of 10 people read your headline, but only 2 out of 10 read the rest of your copy. How can you create a value proposition that breaks the power law and captures the interest of your audience?
Since readers seemed to find my 7 Proven Templates For Writing Value Propositions That Work useful, I thought I’d pull together 3 more proven templates that help you quickly sketch out a winning value proposition
#1 Clay Christensen’s Jobs-to-be-done
According to Harvard Business School Professor Clay Christensen, designing an innovative customer value proposition begins with genuinely understanding the customer's jobs-to-be-done (JTBD).
JTBD is not a product, service, or a specific solution; it's the higher purpose for which customers buy products, services, and solutions. Its premise is that customers don't really buy products. They "hire" them to do a job. Instead of asking what products customers want to buy, the JTBD method asks what fundamental problems they hope to address.
The authors of The Innovator’s Toolkit suggest using a “job statement” to describe a JTBD.
Action verb: _________
Object of action: _________
Contextual identifier: _________.
“Manage personal finances at home”. (Mint.com)
“Preserving fun memories.” (Kodak’s Funsaver)
“Listen to music while jogging.” (iPod)
#2 Simon Sinek’s WHY
According to Simon Sinek, “People don’t buy what you do; people buy why you do it.” Sinek’s Golden Circle framework shows you how to turn an idea into a social movement by leading a focus on WHY.
This step-by-step process teaches you to clarify your Why, articulate your Hows, and the importance of being consistent in What you do.
Why: In everything we do, we believe in challenging the status quo. We believe in thinking differently.
How: The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly.
What: We just happen to make computers.
#3 The Minto Pyramid aka SCQA
SCQA – Situation, Complication, Question, and Answer – also known as The Minto Pyramid Principle, helps you organize ideas to write compelling business documents. It be memos, presentations, emails, blog posts or – key to all the former – value propositions.
Situation - describe what is the current situation
Complication - describe the issue in the situation
Question - describe the question in response to the issue
Answer - suggest answer to ease out or mitigate the issue
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