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Marketing 101: Writing your value proposition

Your value proposition is the core of your competitive advantage. It articulates why someone would want to work with you instead of the next provider. A great value proposition is the difference between a new client sign up and not.

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Background & Overview 

By the end of this exercise, you will understand the importance of a great value proposition. You will also have a framework to reference and use to put in place your own. Your value proposition will help a client understand how your work will fit their needs.

What is a value proposition?

Remember the work we did in building our ideal client persona? For value propositions, you must understand your target market and your ideal persona.  Your skills + the needs in the market are what equates to your niche. This will inform your value proposition.

Your value proposition is the core of your competitive advantage. It articulates why someone would want to work with you instead of the next provider. A great value proposition is the difference between a new client sign up and not.

What does a GREAT value proposition accomplish? 

  1. Describes a solution to a problem
  2. Articulates what specific benefits your customers can expect
  3. Shares why someone should work with you over anyone else

As you read these, you may think, holy cow, this is some niche work, but remember, there is only one you. The care that you provide is unique.

A great example from provider profile:

I am a queer-identified, social justice therapist. I love working with LGBTQ people, activists, and change-makers. I see the whole person within the systems of oppression we live in. I also work with couples, poly units, and young adults. I provide pre-surgical assessments for people seeking gender-affirming surgeries.

Together, we will start where YOU are and focus on what matters to YOU.

Uber

  • Problem: Other transit options are slow, inconvenient and expensive
  • Solution: Uber
  • Benefits: Cashless, fast and convenient

Dollar Shave Club

  • Problem: Shaving solutions are expensive
  • Solution: Dollar Shave Club
  • Benefits: Risk free, cheap, easy

What is the typical client journey? 

Step 1: I have a problem with X

Step 2: Do I know anyone who can help

Step 3: Internet Search

Step 4: Hundreds or thousands of options

Step 5: Need to find someone specific

Step 6: Meet, Decide Continue

You need to understand how your clients seek you out. Things like where they look for you, what they look for, and how they make decisions. A good place to start, whether in a webform or during a consult call, is asking a simple question, “What led you to me? Why did you think I would be a good fit?”

How a GREAT value proposition can assist your client in their journey 

  • Patients are overwhelmed with options
  • Barrier to entry is low, very competitive space
  • People are looking for a specific set of things in their search

Think about Psychology Today. There are 10+ pages of results in every geography a client searches. This means you have a very short window to speak to a client who has NO IDEA what they are looking for. You need to speak with simple language that speaks to their current needs.

How do you break through the noise with a GREAT value proposition?

Clarity:  Clear and easy to understand in 15-seconds.

Unique: Showcases how what you offer is different from others.

Value: Communicates the VALUE someone will get when working with you.

What should I avoid when writing a value proposition?

  1. Specialize, but don’t overspecialize
    1. Map your offering / therapy to the needs and demands of the market, but make sure it’s not too narrow.
    2. Think about how many of the people you like to work with, exist in the geography you like to work with them.
  2. Must be able to adapt as the market changes
    1. New transitions mean new skills and a new value proposition. This could change every month, year, or couple of years. Don’t be afraid to experiment and grow!
  3. Trying to market yourself as something you are not
    1. Don’t be the provider that offers 40 different services.
      1. Ask a colleague: What is my superpower?
      2. Ask your clients: What do you value about working with me?

Summary

Your value propositions are the basis for how you pitch your clients through digital channels: Ads, Emails, Directories, Websites, etc. 

  • A strong value proposition can help differentiate you in a crowded market.
  • Think through your skills and interests, map those to the target market.
  • Enhance your value propositions with boosters – things that make you a better choice.

Want help getting started? Schedule a consultation with me here or send me an email at andrew@joinheard.com.

Template

Follow these easy formats to get started in developing your value propositions: 

  • Bad alternatives: In the bad alternatives column, list the non-desirable alternatives to not having your service (cough, Talkspace or Betterhelp). But really, what happens if they don’t see you. 
  • How do you do it better? This list becomes the starting point for writing about what makes you awesome. So in the second column, write how you’re better than the bad alternative. 
  • Customer personas: The third column exists as a reminder to who you believe that you are speaking with. Who is the persona that you are speaking to with this value proposition? 

Step 1: 

Bad alternativesHow you do it betterBest Customers
Ex. Living with crippling anxiety and panic attacksEx. Tools to manage anxiety in a high-stress work environmentEx. High-tech, Bay Area Business Professional in mid-thirties climbing the career-ladder

Step 2: 

Alternatives: Conquering anxiety and panic attacks 

Benefit: Tools to manage anxiety

Value prop: Be more comfortable in your own skin, and build awareness around your anxiety 

Step 3: 
Value proposition: Are you a high performing technology professional in the Bay Area crippled by anxiety and panic attacks. As a Stanford trained professional, I have years in helping high performers develop the tools to manage anxiety and become more comfortable in your own skin.

More To Explore

Marketing

Marketing 101: Building your ideal client persona

Your ideal client persona is representative of real people. These are real people living in the real world and it is essential that you know everything about them in order to define your value propositions, build a successful website, and acquire new clients.

Marketing

Marketing 101: Writing your value proposition

Your value proposition is the core of your competitive advantage. It articulates why someone would want to work with you instead of the next provider. A great value proposition is the difference between a new client sign up and not.

We want to help you share your superpower with the world

We believe that your growth is not only worthy, but also important to your ability to continue providing excellent care for others.

Try Heard free for 30 days, no credit card required. 

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