How do I write a value proposition that isn't generic?

Efri · 1 min read

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Fill this in:

You know how [who they are] have to [the problem]?

And then [what that causes]?

We fixed that by [what you actually do].

Why each part matters:

Who they are. Be specific enough that the right person recognises themselves and the wrong person doesn't. "Businesses" is nobody. "Agency owners billing under $50k a month" is somebody.

The problem. In their words, not yours. This has to be something they'd say out loud, not the industry term for it.

What that causes. This is the part everyone skips, and it's the part that makes it land. The problem is annoying. What it causes is what actually hurts. That's where the emotion is.

What you actually do. Plain. What the thing does, not what category it belongs to.

Then read it out loud. If it doesn't sound like something you'd say to a person at a table, it's still generic.