Develop Your Value Props

Great ads start with crystal-clear value propositions. In this lesson, you’ll surface and sharpen the core ways your product improves customers’ lives, then translate those ideas into performing copy. You’ll build a three-column chart: bad alternatives people use without you, the succinct value prop that beats each one, and the persona that cares most—with two bullets on why they care. From a long list, you’ll reduce to the highest-leverage five. Think of these as “copy ideas” you’ll revisit whenever you’re stuck drafting social ads or landing pages.

Next, you’ll convert each value prop into the backbone of messaging using a Problems → Implications → Solution → Benefits table written in your audience’s language, not jargon. You’ll pinpoint urgent moments, twist the knife by naming real costs, and then flip them into wins your solution delivers. You’ll capture pitfalls to avoid—like implications that don’t follow logically, or vague trend stats that don’t speak to a specific person. The outcome is a set of narrative rows that read end-to-end, align to top personas, and slot into ads, LP sections, and emails. Finally, you’ll add the work to your Acquisition Strategy doc (Part 1.2) so targeting, copy, and offers stay consistent across channels.