Esoteric, opaque, and cryptic value propositions are useless and damaging to your brand—unless you are in the mystery business. Strong value propositions are easily understood by the target audience.
Resist the urge to be "smart" or "quirky" and focus on the essentials: how will your customer be better off? How will your value dramatically change their situation for the better?
Here is a simple tactic you can use once you've formulated your brilliant value proposition statement: share it with at least ten of your customers, ideally face to face. Then ask them to explain it. Be quiet. Don't "correct" them. Take notes.
Congratulations, you've just gathered data on how your customers talk about your value proposition—in their own words! Use this new insight to further refine your wording.
Cheap, fast, and does wonders for your business.
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