Overview

Value Props help you position your product and find the right messaging that will resonate with your target audience. The goal is to write compelling value props that you'll reference throughout the course while writing ad copy, landing pages, and much more.

What you’ll learn

• The most compelling ways to pitch your product.

Project Set-Up & Template

This is the template you'll use for the Value Props project.

Part 1: Determining your value props

Reference the template you copied above:

1. List down the bad alternatives people resort to when they don't have your product or services. And describe what makes each one bad.
2. With each bad alternative, identify ONE value prop that will highlight how your product offers a better solution.
3. List down and identify the persona who cares most about a particular value prop.

Complete the Part 1 Table and determine the value props of your product or services. This is the column that will matter for the next exercise. Bad alternatives and top personas help you rewrite your personas to speak more directly and at the pain points of the target audience.

Part 2: Determining your copy

On the next table in the template:

• Using the previous table, turn the value props into problems, implications, solutions, and benefits.
• Complete the table below and determine the value prop of your product or services. Write a maximum of 5 value props.
• You will use all of the columns below throughout the course to rewrite your landing page, ad copy, cold emails, and more.

Part 3: Do a final pass of your Value Props

• Read each row. Does each column naturally follow a sequential order? E.g. if your value prop is “Get 2x more than any other card” then don’t make the problem about saving time.
• These rows should tell a story