Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K
February 10th, 2016
With the average human attention span shorter than that of a goldfish, inbound marketing is a lot like speed dating.
When prospects get in front of you (or in the case, arrive on your website), you have to tell them everything you offer quickly while you have their attention, or else the bell will ring and they'll be off to the next option before you get the chance.
The most effective way of doing this is through a skillfully written value proposition.
As we know, a truly great value proposition paints a picture of your brand for prospects. It tells your audience:
what you do
who you do it for
how you do it differently
It introduces you to prospective buyers and helps you make a strong first impression. That's why it is so important to have a powerful one.
In its value proposition, Stripe makes it clear that its web and mobile payment products are specifically made for developers and tech-savvy businesses.
Its APIs and tools are comprehensive, state-of-the-art, and trustworthy for businesses that demand nothing less. This statement is also aided cleverly by the image of two cell phones, each highlighting a different, well-known Stripe customer.
Unlike others on our list, Lyft skillfully targets two different personas at the same time with two distinct value propositions. Both clear and concise, one speaks to who want to get rides and the other to those who want to give them.
While many companies would shy away from this, Lyft's approach is highly effective yet subtle with the help of tasteful design.
Like MailChimp, the company is able communicate its value in as few words as possible. This is especially important when your product or service's goal is simplify the lives of its users.
In this example, the cotton dress shirt company clearly knows its buyer persona -- people that want dress shirts that look like a nice, formal dress shirt, but are built for functionality. My only qualm with this value prop is that it's hidden on the eCommerce website's "About Us" page. I'd love to see it given more prominent real estate on the homepage.
In this value proposition, Pagely addresses two of the biggest pain points of businesses with a WordPress website (scalability and security), while also enlisting social proof to give the company credibility right off the bat. Though one of our longer value propositions, Pagely's simplicity and clarity helps prevent it from being overwhelming.
In this value proposition, Unbounce is very clear about what it offers while also addressing a common marketer pain point of needing to defer to or call in their "IT guys." With this statement, marketers know that they'll be able to create and manage their landing pages easily without having to call in reinforcements. Ain't that convenient?
Apple has great value propositions for every product, but one that is particularly impressive is its statement for the MacBook. In this witty example, Apple emphasizes how lightweight its product is (its biggest differentiator), while also speaking to how advanced its technology is.
That Apple...always "light years ahead" (even in marketing.)
If you're familiar with it, you know Vimeo positions itself as a higher-quality, more sophisticated YouTube, and their value proposition makes this very clear. When you choose its platform over YouTube, you're making a commitment to posting something "worth watching," not just another cat video (no offense, cat videos).
Having a good grasp on money and personal finances is key to reaching many long-term goals and planning for the future (i.e. buying a house, retiring, etc.).
As the statement suggests, though these landmarks may seem distant (like horizons) or even far-fetched, they will not only be more attainable than you think but also accomplished sooner with the help of Mint. The vague messaging could also be seen as one of urgency; encouraging people to get their finances in order now as some "horizons" can arrive sooner than we expect.
With so many players in the market today, Weebly positions itself as the "easiest" option to make a website, blog, or online store today. Need a web presence now and considering Squarespace, Wix, or Webs? Weebly's value proposition sets out to make sure its prospects know there's no faster or easier way to get started than with its platform.
While many people may associate backpacks with school kids, Tortuga makes it clear in their value proposition that that is not its market. Making"travel backpacks for International, Urban Travel," the brand is going after hardcore travelers who are annoyed at the thought of checking bags and inspired by that of backpacking. Their imagery and messaging resonates perfectly with this audience.
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