What are the best practices for creating a compelling value proposition statement?

Business revolves around stakeholders and customers are the most important link in this chain. I believe STP (Segmentation, Targeting and Positioning) is the most important step in understanding the customer.

Simple..KNOW YOUR AUDIENCE; Personas, front office or back office, 25k foot level or down in the weeds, morning or afternoon meeting, etc.

A compelling value proposition statement should be clear, concise, and focused on the benefits to the customer. It should answer the question, "What's in it for me?" and explain how your product or service will solve the customer's problem or meet their needs. To make it compelling, focus on the unique benefits that your offering provides, and avoid using generic or vague language.

One thing I have found to be very helpful is going through a thoughtful messaging strategy session to uncover your ideal client personas, their unique pain points and how your product or service can solve those pains. The more dialed you can be with your messaging- the more effective your value proposition will be!

In the realm of financial services, trust, expertise, and reliability are paramount. Start by emphasizing your team's deep industry knowledge and experience. Highlight how your company leverages cutting-edge technology and data analytics to provide tailored financial solutions, ensuring clients' financial goals are not only met but exceeded. Communicate your commitment to transparency and client-centric service, showcasing how you prioritize their financial well-being above all else. Ultimately, your value proposition should promise not just financial services, but a trusted relationship and a secure path to financial success.

Your value proposition is not a static document. Think of it as a resume for your product. You may need to modify to highlight certain values for a target customer, and as your product grows, don't forget to revisit your value proposition to showcase new features and capabilities.

Keep it brief. Customer/prospect eyes glaze over if your actual statement is more than about 2-3 bullet points or statements.

Use it in a conversational tone, not something that sounds robotic and not present. In an email, website, keep it brief, otherwise folks will simply not read it at all.

Don't be cute, for example, "I am your financial doctor." don't be trite: for example, "We will work to be sure that you are well-taken care of...." Depending on the prospect/client, it's ok to joke - a little self-deprecation can be disarming, or a joke to break the ice can be helpful. Mainly, whomever you are speaking to, or writing to, must like you. I understand that their decision is made within the 1st 5 or 6 minutes of your initial contact/meeting; the rest of the time is spent verifying their decision.

Compelling Value Proposition Statement is a key differentiator to separate great companies from the good companies. Firstly Value proposition statement should represent the true value of the products and services to the end customers. The key to remember is creating a value proposition is only a starting point, the real value proposition of the products and services will be defined by the end customers "moments of truth". So, its extremely important the defined value proposition becomes the DNA of the company and every single person in the company actually embraces this across the organization. This is what creates the "brand" the real compelling value is what end customers experience.