Let’s pretend you are pursuing your love interest for a long, long time. Finally, this person agreed to have dinner with you. A real date!! So, with much excitement, you pick out your favorite fancy restaurant, Jack in the Box. Now, you have exactly 45 minutes to win this person over. What will you say? How will you say it? Of course, the atmosphere and the vibe are just right at the Jack in the Box, and you got there early to pick out the perfect table next to the window, and you even wiped it down with some loose napkins. You are all set.

Here’s the strategy.

Tell your love interest everything they will get when they fall in love with you. Will they receive quality care from you? Will this relationship help them simplify their life? Will it help them avoid the hassles of life? Will it improve their happiness a bunch? What would their new, wonderful life with you look like? You’ll need to prepare a statement summarizing the unique benefits and value you can offer. And if that statement clearly and concisely expresses why they should choose you over other alternatives in the market, you might have a chance.

Here’s a thing, a well-crafted statement addresses the specific needs and pain points of your love interest and communicates how your offering solves their problems or fulfills their desires in a way that sets it apart from competitors.

In marketing, this is called the VALUE PROPOSITION.

And yes, if you’ve been following my series “The Power of a Landing Page,” you’ll know that so far, we’ve covered:

• The difference between the Homepage and the Landing Page – Read it Here
• The Hero Image and Message Design – Read it Here
• The Stakes – Read it Here

And the 4th in the series, The Value Proposition. Let’s dive a bit deeper. When you are preparing your statement, a strong value proposition typically includes the following:

• Customer Benefits: Clearly articulates the positive outcomes or advantages customers can expect from using the product or service.
• Differentiation: Highlights what makes the offering unique and better than alternatives available in the market.
• Relevance: Aligns with the target audience’s needs, preferences, and challenges, demonstrating a deep understanding of their concerns.
• Clarity: Uses simple and straightforward language to ensure that the value proposition is easily understood by the target audience.
• Credibility: This may include supporting evidence, such as testimonials, statistics, or specific features that support the claims made in the value proposition.

So, let’s practice. Using an example of an HVAC system for your home, how about if you read this while shopping for one? “Never worry about your air conditioner breaking down. Never have to schedule maintenance again. Breathe cleaner air without having to change filters.”

• What are the customer’s benefits? No worry, no scheduling service nonsense, and clean air.
• What’s a differentiation? Most HVAC system requires maintenance, but this one doesn’t
• How is it relevant? It’s summer, and your customer is busy and cares about their health.
• Is it clear? It sounds clear to me; there are no weird technical terms or funny vocabulary. It’s simple and straightforward.
• Is it credible? Well, you can’t tell from this example, but you can certainly include testimonials, or the strength of your brand may speak for itself.

Let’s do one more for kicks. In the spirit of love, you just created a Dating App called “Jack’s Dating App.” (Get it? Jack? As in…Jack in the Box?)

Discover meaningful connections with Jack’s Dating App, designed to celebrate authentic relationships. Unleash the power of genuine connections through our intelligent matching algorithm that goes beyond superficial traits. We prioritize compatibility, shared values, and everyday interests to connect you with like-minded individuals seeking genuine, long-lasting relationships. With a focus on fostering authentic connections, Jack’s Dating App provides a safe and inclusive space to express your true self. Say goodbye to swiping fatigue and hello to meaningful connections with Jack’s Dating App, where your journey to lasting love begins.”

In this example:

• Customer Benefits: Meaningful connections, intelligent matching based on compatibility, shared values, common interests, and a safe and inclusive space for self-expression.
• Differentiation: The app stands out by emphasizing a focus on genuine connections, moving beyond superficial traits, and providing a safe and inclusive environment.
• Relevance: The value proposition addresses the needs of individuals looking for meaningful and lasting relationships, distinguishing itself from casual dating apps.
• Clarity: The language is clear and emphasizes the app’s commitment to fostering genuine connections.
• Credibility: The mention of an intelligent matching algorithm adds credibility to the app’s ability to connect users based on compatibility.

This example highlights how a dating app’s value proposition can focus on the unique aspects of its approach, fostering genuine connections and providing a safe space for individuals seeking meaningful relationships.

Now that you are an expert on the Value Proposition for your product or service, how about you come up with your statement and share it with me. I’ll give you some feedback. Or, if you don’t have a product or service to offer, how about a value proposition on what would say in that dim, lighted, warm, and inviting ambiance with the interior decor featuring a harmonious blend of rustic charm and modern elegance…flickering candlelight and tasteful floral arrangement you placed on the perfect table next to the window at the Jack in the Box next to the gas station near the freeway exit? Hahaha

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