by Annie M Manzi

Created on: August 26, 2008   Last Updated: September 09, 2008

Understanding and knowing how to write a strong value proposition will increase your customer base and brand recognition. What actually is a value proposition? It is a clearly stated reason why a customer should buy a company's product or service. It is also a tool that helps define your brand. A brand is the perception of your product or service that will stay in the minds of targeted consumers. You want a strong and positive association with what is being offered or sold.

Writing a strong value proposition will not only help give clear and accurate reasons why a customer should buy your product, but you will also achieve success by setting your product apart from your competition's product. You want potential customers know what your product can do for them. You don't want customers to buy from a competitor just because they have no clear-cut reason to buy from your company. Give them a reason with a strong value proposition.

A value proposition is the sum total of all the benefits a customer will receive if they buy the product or service. It is easy to write a weak one. "We offer more communication benefits and provide training in a wide variety of areas." This value proposition is weak and standard. It doesn't pop out at you and make you want to buy from them. "AAAAA, the star of communications networking, we train users to obtain stellar results." This is a stronger value proposition that draws your attention.

Every company has stiff competition either from an online store, or regular store that you physically shop at. Customers are put in the position to choose which company will provide the total experience they are looking for when purchasing a product or service. Why should they choose your company? What do you have to offer them? United Airlines drew in customers by telling them to "Fly the friendly skies of United." It was an attention grabber and got customers to fly on their airline. It worked for decades.

You look at successful enterprises see that they have strong value propositions that connect with people's desires and needs. Quaker Oats has promised to lower your cholesterol if you eat their oatmeal every morning for breakfast. "Quaker Oatmeal is part of a Heart Healthy Diet." The Mars Company brilliantly touted "M&M's melt in your mouth, not in your hand." These very successful companies used great value propositions that increased their brand name and vastly improved sales. These strong value propositions stick with a customer and subconsciously

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