How to write a standout value proposition that drives results
At first glance a ‘value proposition’ might seem like just another marketing buzzword. But in reality it’s a powerful tool for driving business growth.
A compelling value proposition is crucial for standing out in the crowded telecoms, IoT, and tech markets. It’s key to differentiating your brand and communicating your value to prospects and customers. And it can be the deciding factor in customers choosing your business over competitors.
In this post, we’ll explore how to write a strong value proposition, and highlight common mistakes to avoid.
What is a value proposition?
A value proposition is a statement that articulates the unique value and benefits a product or service provides a particular target customer. It demonstrates:
This statement could describe your business as a whole, or it could focus on specific offerings like telecom connectivity solutions, IoT services, or tech platforms. The principles are the same.
The value proposition underpins all your communications and messaging. Though not directly visible, it informs every piece of content, product pitch, and sales conversation. It’s also a useful tool for explaining the benefits of complex technical solutions that can be hard to convey in a relatable way.
How to write a value proposition that sets you apart
To craft a strong value proposition you need to gather insights that will help clearly define your unique value.
Armed with this information, you’re ready to write a value proposition that truly sets you apart.
Combine your findings into one overarching statement that succinctly communicates the unique value you offer, showing how it addresses your customers’ needs, and why they should choose you over other options.
To help you see what an effective value proposition statement looks like, here’s an example. Let’s say you’re a telecoms provider offering 5G services. A weak value proposition might focus only on the features: ‘We provide 5G connectivity with low latency.’ This is technically correct, but it doesn’t demonstrate the value these features bring, or show how they solve a problem for the customer. This is a stronger version:
‘Our 5G network ensures smooth, high-speed connectivity for businesses, enabling them to operate remote teams and cloud-based services without interruptions, boosting productivity and reducing operational downtime.’
It focuses on the benefits (productivity and reliability) rather than just the feature (5G connectivity), making it more compelling.
Or, let’s imagine you’re an IoT solutions provider in the smart agriculture sector. Instead of saying, ‘We provide IoT sensors for real-time monitoring of crops and soil conditions,’ go beyond the technical details:
‘Our IoT-enabled smart agriculture platform helps farmers increase crop yields and reduce water usage by providing real-time insights into soil moisture, temperature, and nutrient levels, enabling precise, data-driven decisions for healthier crops and more efficient resource management.’
Both these examples of strong value propositions showcase the outcomes and advantages that customers care about, demonstrating how the product or service will make a meaningful impact on their business.
For a real-world example, take Rattle, a RevOps platform. Their value proposition is laser-focused on revenue teams, highlighting the immediate benefits of real-time integration:
‘Rattle brings your Salesforce data into Slack in real-time, empowering revenue teams to streamline operations, accelerate growth, and close deals faster.’
Or there’s telecom provider Verizon’s snappy, direct statement,
‘America’s most reliable network, built for your business’.
They identified reliability, scale, and customer focus as their key value and differentiators, then condensed this into a punchy value proposition.
Try the ‘Mum Test’ on your value proposition: if you were reading it to your mum, would she have a clear, instant understanding of what you do? If not, simplify and try again.
Keep in mind, the value proposition isn’t the same as your messaging, it provides the foundation from which all your messaging will flow.
In rapidly evolving markets like telecoms and IoT, it’s crucial to stay in lockstep with customers' shifting needs and competitive realities.
Common value proposition mistakes telecoms and IoT companies make
Perfecting how to write a value proposition takes time and research. But many businesses jump straight into creating content or collateral without this crucial foundation.
Here are some common pitfalls to avoid:
01
Focusing too much on features, not benefits
Telecoms, IoT, and tech companies often focus on outlining the features of their offering, but lots of other businesses will also be selling similar products or services. This makes it hard to differentiate your offering in a crowded market.
Instead, show the meaningful outcomes and advantages these features deliver for customers. By focusing on the benefits, you clearly show the customer why they need your product or service in their life.
02
Using too much jargon
Hyper technical language can be alienating for customers who may not care about the product spec, they just want to know what it can do for them. Make sure your value proposition is easily understood by both technical and non-technical stakeholders, with clear, jargon-free language.
03
Ignoring the competition – or worse, trying to copy them
Writing a strong value proposition starts with analysing your competition. Being fully informed about their positioning means you can identify opportunities to set your business apart.
Remember, one alternative is the status quo – why might customers choose to carry on with what they’re currently doing, rather than buying your product or service? Build the response to this into your value proposition.
04
Not focusing on the customer
The telecoms sector is shifting toward a more customer-centric approach. This change in mindset doesn’t just help businesses adapt to a dynamic landscape, it can drive 8% higher incremental revenue. Your value proposition can anchor this transition.
Ensure you have a clear understanding of your target customer segment and the specific use cases where your product or service adds value. Then think about the problems your ideal customer faces – maybe that’s high implementation costs, complex integration processes, or scalability issues. Show how your solution addresses these challenges head-on.
Next steps: Leverage your value prop as you scale
Now you know how to write a compelling value proposition, don’t think of it as a one-off task. Instead, keep the statement relevant, fresh and effective by:
- Refining your value proposition as your positioning evolves to meet market maturation or sector changes
- Using case studies and customer interviews to quantify value and bring your messaging to life
- Staying aware of your competitors’ positioning and showcasing the specific product or service capabilities that deliver outsized value to your target in ways they can’t
- Testing and revising using direct feedback from your target audience
In rapidly evolving markets like telecoms and IoT, it’s crucial to stay in lockstep with customers’ shifting needs and competitive realities.
Which means you need to regularly revisit and revise your value proposition – it’s an important positioning and messaging tool, but don’t let it fossilise.
Need some help defining your unique value?
For Lulah it all starts with Story, whether that’s writing punchy website copy, creating compelling messaging, or crafting campaigns that deliver. Her previous clients include Credit Suisse, Victorinox, and Mann+Hummel.
