Your organization’s Value Proposition is your declaration that communicates the value of your product or service and why clients should buy or even care about this. (A Value Proposition is not the same as your values or your values statement. That is part of your messaging and communicates your line in the sand. What exactly do you stand for?)

This can be thought of as a “baseline promise to your customer” (Thacker, 2019). So, you must first understand your target customer.

A Value Proposition communicates why your service or project is best for the customer’s market. It explains how you benefit the client. The Value Proposition highlights benefits, differentiates your organization for the competition, addresses the client needs, clarifies what you offer and it drives your sales and marketing.

Your clients will make decisions based on a combination of factors that give them the most value. This is known as “combinatorics” (Kenny, 2020).

There can be all kinds of combinations – price, customer service, location, specialty and so forth. When you understand your target customer you can tailor your services for them (Kenny, 2020).

There are so many reasons to include a Value Proposition in your strategic repertoire.

As you consider writing your Value Proposition, look around at some of your favorite organizations for your own reference. Then consider some basic guiding principles that you can use to write your Value Proposition.

• Keep it simple and short. Any Value Proposition should take less than five seconds to read. Anything longer is just too long.
• Be clear. Get to the point about how you will solve your customer’s pain points.
• Stay away from 1st person language. It’s not about your company. It’s about your clientele.
• Keep it real. Don’t get carried away and self-promote so much.
• Ask for feedback. Have a trusted advisor in your circle. Don’t be afraid to ask for help. It’s a strength. You can also do your own A/B testing. Try it out and see what happens.

Nuances abound in all of these entities and terminologies. It’s important not to confuse taglines, mission statements, position statements and selling propositions.

Your organization’s mission statement explains your purpose for being as it relates to your values and your vision. Your positioning statement is the internal guide that focuses more on the branding in terms of image and market placement. This is generally more involved and may, include your Value Proposition, but it also includes more than that. Your tagline is a kind of slogan to clarify a point or create a dramatic effect Your selling proposition is about your company and how you differ from the rest of your competitors.

Again, the Value Proposition demonstrates why your brand is unique and is the best in terms of any competition.

• Why are you the best choice for your client?
• How do you reduce their challenges?

At Woodland Strategies, a professional strategic planning and marketing strategy consulting firm in Minneapolis, MN, our Value Proposition is simply, Affordable – Comprehensive – Experienced.

This captures what we stand for, and more importantly, how we can support those organizational leaders reaching out for assistance to advance their mission through their strategy.
Woodland Strategies has many repeat clients. We provide high-level strategy from start to finish.

Woodland Strategies offers practical solutions for both non-profits and for-profit organizations while unlocking potential within business entities, team members, and brands. We collaborate with our clients to innovate, and to create a bridge between their business and the marketplace to increase the value of customer experiences and loyalty, and to drive business growth.

We are accessible. At Woodland Strategies we believe that financial resources should never interfere with a good idea, and we strive to offer a variety of service options to meet budgeting requirements.

Consider the multitude of factors for strategic success from your client’s perspective to establish the best competitive advantage for your organization. This will assist you as you consider their unique pain points and how you can best serve your client’s needs and demand.

Want feedback? Contact Woodland Strategies today for an introductory and complimentary consultation, a free template for your Value Proposition, and ongoing support for your organizational success.