As both a marketing and sales professional, one of the hardest things I’ve ever had to create and articulate in my career has been either my own personal or my company’s value proposition. It’s definitely not a feat to be underestimated and it is something that is often over engineered to a point that can be confusing to some readers.
Typically, the value proposition lives on the home page of a website, your Twitter profile, LinkedIN company page, your company’s brochure and practically anywhere where you expect to acquire exposure to an audience who knows nothing about who you are or what you do. The primary goal of your value proposition should be to convert your reader. What do I mean by convert? Well, it means converting your reader from being a complete stranger to someone who is willing to take another step towards trusting you and eventually spending money with you (which is the ultimate goal). This could involve clicking on something else on your website, flipping the page of your brochure, scrolling down the rest of your Twitter feed, or reading an article that you either shared or published. These are all considered conversions.