{"id":2731,"date":"2022-03-16T12:54:33","date_gmt":"2022-03-16T11:54:33","guid":{"rendered":"https:\/\/relaunch.jut-so.de\/sell-better-with-value-propositions-2\/"},"modified":"2026-04-28T17:43:18","modified_gmt":"2026-04-28T15:43:18","slug":"sell-better-with-value-propositions-2","status":"publish","type":"post","link":"https:\/\/jut-so.de\/en\/sell-better-with-value-propositions-2\/","title":{"rendered":"Sell better with value propositions"},"content":{"rendered":"\n

What are value propositions? How do I develop them \u2013 and how do I distinguish good ones from the bad? That\u2019s exactly what we\u2019re going to show you today. The goal: clear value proposition for your product<\/strong>, with which you can make your conversions skyrocket. This manual is based on Julian Shapiros Growth <\/a>Handbook<\/a>.<\/p>\n\n\n\n

Why value propositions are important<\/strong><\/h2>\n\n\n\n

Users come to your website and decide in a split second whether to stay or not. That\u2019s why it\u2019s important that you cast your line beforehand \u2013 and that the user bites as soon as he sees it.
And what is the bait? Clear, interesting value propositions for your product.<\/p>\n\n\n\n

What Value Props are \u2013 and how they are created<\/strong><\/h2>\n\n\n\n

In a value proposition, we combine the quality of your product with a benefit for your target group.<\/strong> Okay \u2013 and how does that work? Let\u2019s say you sell vegetarian bowls made from raw foods. The qualities of your product would be fast<\/em> and healthy. Let\u2019s get<\/em> healthy with<\/i> three resulting benefits together and find value props.<\/p>\n\n\n\n

Quality:<\/strong> Healthy Advantage<\/strong>: Functionality
Value Prop:<\/strong> Fill up on all the nutrients you need.
Quality<\/strong>: Healthy Advantage<\/strong>: Productivity
Value Prop:<\/strong> Create more with vitamin bombs.
Quality:<\/strong> Healthy Advantage:<\/strong> Energy level
Value Prop: <\/strong>No more lunchtime slump.<\/p>\n\n\n\n

All Value Props are based on the quality of healthy<\/em> but show different results of this quality.<\/strong> Here\u2019s how to find the value proposition for your product.
Still, question marks in your eyes? No problem. Let\u2019s look at another example. Let\u2019s say you sell a user-friendly project management tool and we simply<\/em> just build on the quality.<\/p>\n\n\n\n

Quality:<\/strong> Simple Advanatge:<\/strong> Overview
Value Prop: <\/strong>Keep the overview \u2013 and your project under control.
Quality:<\/strong> Simple Advanatge:<\/strong> User-friendly
Value Prop: <\/strong>This tool even techies like to use.<\/p>\n\n\n\n

Not so difficult, is it? You don\u2019t have to be as creative as possible \u2013 but as interesting as possible.<\/strong> Pinterest is the fishing rod you use to land customers.
You want your target audience to think: Hey, that sounds exciting.<\/b> Maybe I should give that a try.<\/p>\n\n\n\n

Framework for finding value props<\/h2>\n\n\n\n

To help you find Value Props quickly and easily, we explain Julian Shapiro\u2019s framework.
This framework is a process in which you develop interesting value propositions. <\/b>You can use this process for anything: Websites, ads, emails, calls, and many other communication channels.
The framework consists of four steps and three columns:<\/p>\n\n\n\n

    \n
  • In the first column, write the undesirable situations and alternatives people face when they don\u2019t<\/em> use your product. Describe what is bad about it. (Scroll down to see an example).<\/li>\n\n\n\n
  • Take the first column as a basis and write in the second column all the things that make your product better<\/b> than the poor alternative.<\/li>\n\n\n\n
  • In the third column, write your target groups or personas and 2-3 results each that this persona wants from your product. This column reminds you of who<\/em> you want to sell your product.<\/li>\n\n\n\n
  • In the last step, you compare the points<\/b> in the second column with the wishes of your personas in the third column. Everything that does not match flies out of the 2nd column.<\/li>\n<\/ul>\n\n\n\n

    Now in the 2nd column should be the Value Propositions that you will have the most success with. You found them by identifying and addressing your target audience\u2019s biggest pain points. Easy, huh?
    Because you align yourself with the pain points of your target group (column 1), your value props (column 2) fall on open ears.
    That way, you\u2019ll make sure to emphasize the benefits of your product that your customers want \u2013 and not some features that aren\u2019t strong selling points.
    If you need help finding value propositions, you can book a workshop with us.<\/p>\n\n\n\n

    Good vs. bad value props<\/h2>\n\n\n\n
    \n
    \n
    \"\"
    Concrete and well visualized.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
    \n
    \"\"
    “Flexibility” is not concrete enough.<\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n
    \n
    \n
    \"\"
    Concrete and well visualized.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
    \n
    \"\"
    What does “more” mean? Say it directly!<\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n
    \n
    \n
    \"\"
    Speed at the center.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
    \n
    \"\"
    That’s anything but specific.<\/figcaption><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Today, you’ll learn how to use value propositions to generate interest among your target audience – and boost your sales.<\/p>\n","protected":false},"author":1,"featured_media":2739,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[88],"tags":[90],"service":[],"class_list":["post-2731","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-know-how","tag-know-how"],"acf":[],"yoast_head":"\nSell better with value propositions - jut-so<\/title>\n<meta name=\"description\" content=\"Learn how to use value propositions to generate interest among your target audience - and boost your sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jut-so.de\/en\/sell-better-with-value-propositions-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sell better with value propositions - 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