You have learned how to design stunning value propositions or positioning statements using the proven examples of successful entrepreneurs and inspired business thinkers.
You probably spent hour after hour inside your office, turning every little word of your positioning statement to make it shine. Now, wouldn't it be nice to find out what actually sticks with your audience and what doesn't, before you invest even more into it?
To get you started, here are 7 super simple ways to quickly test your value proposition in social media.
1. LinkedIn Value Proposition
Your LinkedIn headline is visible in LinkedIn's search results pages, in the "profiles others have watched", in group discussions, and more.
By adding your value proposition to your headline along side a call to action in your profile summary, you could easily measure variations in number of profile views and contact requests, using LinkedIn's built-in stats.
2. Twitter Bio Value Proposition
Add your value proposition to your Twitter bio. Start engaging with prospective customers or users on Twitter. Did the updated bio get you more followers, requests? The high-level pitch template might be a good choice since the Twitter bio is limited to 160 characters.
3. Tweet Your Value Proposition
Tweet your 140-character (or even better, make it 120 characters so that fellow tweeps can pass it on) value proposition, using a clear call to action in the end. What is the feedback, number of clicks, conversations? Measure and adjust.
4. Blog Your Value Proposition
Blog posts are excellent for testing your problem and solution hypothesis. In doing so you'd use a high-level value proposition for the headline and more detailed version for the head and copy. Further, you’d add your blog post to Hacker News, Reddit etc. or experiment with guest posts depending on where your customer segment lives.
Make sure to make the permalink generic so that you can adjust the headline based on feedback; unique visitors, page views, bounce rate, and more importantly, conversations. Use comments to get feedback from customers. See more under landing page value propositions.
5. Landing Page Value Proposition
Worth a post on its own there is an array of advice for properly doing landing page testing. But you don't need to make it rocket science.
Set up a simple landing page, using WordPress or Twitter bootstrap templates, or tune your existing site to make sure it clearly communicates your value proposition alongside a call to action. Look up Google Analytics or locate a split testing service such as Unbounce.com to test for different variations of your value proposition copy.
6. E-mail Value Proposition
E-mail is not only a powerful tool for testing your value proposition, but also for delivering it. Here, your high-level value proposition goes into the subject field while your longer version goes into the e-mail body. Target your customer with validated learning in mind, and measure accordingly.
7. Phone Propostion
Pick up the phone. Just dial up. Now.
Beware vanity metrics
The beauty about testing your value proposition in digital media is, it allows for quick feedback, quantitative as well as qualitative.
But beware vanity metrics. Because the amount of unique visitors, page views, likes or followers seldom tell you if you're on the right track or not.
Rather, use these techniques to start a conversation and drive actionable metrics that help prove the viability of your business model.
Let's chat on Twitter.