Your value proposition is the first, and often the only, opportunity you have to make an impression on a prospective customer, user, or investor.
Research shows that the attention span of a person may be as short as 8 seconds before their mind starts wandering. On average, 8 out of 10 people will read your headline, but only 2 out of 10 will read the rest of your copy.
Since readers seemed to find my 7 Proven Templates For Writing Value Propositions That Work useful for overcoming this hurdle and writing value propositions, I thought I’d share 3 more proven templates and examples.
#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.
Template
Action verb: _________
Object of action: _________
Contextual identifier: _________.
Sample(s)
“Manage (action verb) personal finances (object of action) at home (contextual identifier)”.
“Preserving fun memories.” (Kodak’s Funsaver)
“Listen to music while jogging.”
#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.
Template
Why: ___________
How: ___________
What: ___________
Sample(s)
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.
Template
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
Sample(s)
With the rise of smartphones and online video the use of data has exploded.
As a result, however, wireless networks become congested and slow.
How can mobile operators increase their quality of service?
Our patented routing algorithm helps mobile operators radically increase throughput.
Want to more? See my post on 7 Proven Templates and Examples For Writing Value Propositions That Work or subscribe to get tips and tricks in your inbox.
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