Estimated time: 6 hours, spread out over a week
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You’re going to make a sheet that looks something like this:
Value props are usually the most important exercise we have clients do. Many clients are confused by them at first, and they tend to take 3-5 revisions to get right.
We’ve made this project to save you time, call out common mistakes, and answer questions you’ll likely have.
Starting with…
Over and over, our clients who don’t nail value props fail to get users.
Why?
Two main reasons: their copy converts worse, and they pick the wrong channels to test. The result is that they don’t get users. (And we get blamed.)
Why?
Clients think they understand why users want the product, but they miss crucial details that explain why users actually want the product.
As a result, their positioning doesn’t land, their marketing fails, and customers don’t convert.
By walking through this process with us, you’ll avoid these blindspots and build a much better intuition for which experiments will hit — and what copy to write.
Beyond that, this is a way to get us up to speed: by sharing why people use your product, we’ll strategize with you better and give you better feedback.
Beyond that, if you ever onboard someone new (an agency, a contractor, a new hire), you can share this sheet to get them up to speed.
It’s a win-win-win. It’s just a little work up front.