SEO
5 Great Value Proposition Examples & Why They Work
“Find a need and fill it.”
This quote is widely attributed to Henry J. Kaiser, the son of German immigrants who became the millionaire head of a vast industrial empire.
It’s also probably the simplest, clearest explanation of a value proposition, finding where the need is and then addressing it.
Arguably the most important part of any business’s marketing messaging, many business owners and marketers struggle to define their value proposition.
Instead of simply and clearly defining why they’re in business, they obfuscate through corporate jargon, buzzwords, and empty slogans. Or they don’t have one at all, at least not one they have defined.
If this sounds like you, there’s good news: You’re probably vastly overcomplicating things.
To help you shape yours, this piece will take a close look at five great value propositions and explain why they work. Ready to get started?
What Is A Value Proposition?
Just in case you still don’t understand or we haven’t been 100% clear, let’s define what a value proposition is.
Value props, as they’re sometimes colloquially known, are a business’s answer to a simple question: Why should a potential customer buy from you and not your competitor?
But before you go off on some wild brand story about features, cost and ROI, keep these three things in mind – a great value proposition is:
- Simple for a person to understand.
- Unique.
- Measurable.
It’s a promise by your company to your customers or target audience about what you do and why you exist.
It should also be the foundation for every piece of your marketing copy. Every banner ad, section of website copy, or television commercial should come back to this main idea about why you’re in business in the first place.
If you don’t have one in mind when you begin to draft content, you’re basically trying to steer a boat without a paddle.
An effective value proposition directly communicates with your customers and simplistically tells them why your company, service, or product stands out amongst competitors and why it is the best solution to their problem. It’s to the point and explains why you are the ideal choice for them.
The time you spend creating a strong value proposition is nothing compared to the advantages it will give you. By creating an effective, unique value proposition, you can potentially:
- Attract more engagement from more customers.
- Increase conversions.
- Stand out from your competition.
- Increase customer loyalty.
- Draw influencers to your brand.
As such a vital part of marketing messaging, it’s somewhat surprising that so many businesses don’t prioritize a strong value prop.
Instead of clearly defining their raison d’etre, they try to replace it with random discounts and pre-mature loyalty programs or by tossing money at disorganized marketing campaigns that ultimately fail to tell the customer the value the company brings.
They also commonly misinterpret what a value proposition is exactly. Many brands push one thing, and one thing only: their brand.
A value proposition should be focused on the people you’re trying to reach – not the company.
Another common mistake is creating a generic message that doesn’t engage the target audience or explain how the business can help.
This type of messaging may include empty statements like “local favorite,” “best quality,” and others that are not specifically tailored to an audience.
Instead of taking a shortcut and writing a meaningless statement, it’s worth taking the time to craft a strong yet simplistically clear value proposition. This will make it easier and more cost-effective to attract and keep the customers you want coming back.
So, now that we know what a value proposition is and what it isn’t, let’s take a look at some brands that have nailed it.
1. Trello
What they sell: A visual tool for managing projects, workflows, and tasks.
How it’s helpful: It streamlines project organization for multiple parties within a company, helping everyone track benchmarks and stay on the same page.
How it stands out from competitors: Trello quickly organizes tasks and deadlines into an easy-to-understand visual card format. Plus, the base version is free and shareable with anyone within an organization.
Is their proposition communicated simplistically? Yes, it is easy for people to understand right off the bat. The subhead addresses doing away with outdated project management practices that can oftentimes be a headache. This tells customers how directly Trello will make their lives easier while implying it will save time for their entire team.
2. Stitch Fix
Screenshot from StitchFix.com, May 2022What they sell: Personal wardrobe styling services.
How it’s helpful: Stylists help busy people find clothing that fits their personal style and ship it directly to them.
How it stands out from competitors: Stich Fix offers quick, customizable, unique clothing picked out and sent to a person by stylists.
Is the proposition communicated simplistically? Yes, their messaging proclaims that they not only offer personal styling, but they offer it to individuals of all different shapes and style preferences. This casts a wide net for their target audience and invites people of all types to use the service.
3. Evernote
Screenshot from Evernote.com, May 2022What they sell: Software for task lists and note-taking.
How it’s helpful: Evernote helps users easily organize and share notes and tasks across notepads, devices, locations, etc.
How it stands out from competitors: It has major capabilities that allow a user to feel organized with a sophisticated notepad with cloud-based capabilities, so nothing gets lost.
Is the proposition communicated simplistically? Yes, the proposition addresses the user’s pain points directly – a lack of organization or the need for a better tool to help them get organized. It specifically states what the tool can be used for, i.e., to stay on top of tasks, avoid headaches, take notes and prevent things from falling through the cracks.
4. HotJar
Screenshot from HotJar.com, May 2022What they sell: Heat mapping and behavior tracking software.
How it’s helpful: HotJar assists marketers and others in related fields, including project management and web development, in understanding how users interact with a website.
How it stands out from competitors: This product offers a unique mix of heat mapping, video recordings, and reports, allowing users to analyze user behavior on a website, as well as conduct user surveys and polls.
Is the proposition communicated simplistically? Yes, visitors are told exactly what the tool does right from the get-go: heat mapping, visitor session recording, user surveys, and polls. It also calls out GDPR compliance and shows that multiple team members can use the tool to make insights.
5. Freshly
Screenshot from Freshly.com, May 2022What they sell: Prepared meal kits.
How it’s helpful: Freshly cooks and delivers meals; customers only have to heat them up.
How it stands out from competitors: People can choose from a range of more than 30 meals made from natural ingredients and delivered right to their door. There is also an opt-out option and the possibility to cancel specific weeks or at any time in general instead of being locked in for months.
Is the proposition communicated simplistically? Yes, it is communicated simply and clearly with helpful visuals and icons that outline the process of using the service.
Nail Your Brand’s Value Proposition
If you want to convert a customer and maintain their loyalty, it’s imperative to nail a unique value proposition.
There are a few steps to take when starting the brainstorming and research process for the perfect value proposition for your brand:
Research Your Audience
- What do they do for a living?
- Where do they live?
- What do they search for?
- What are their common pain points?
Create A Buyer Persona
After extensive research has been conducted on your target audience, analyze the data and look for:
- Repeated pain points.
- Specific language that a buyer may use.
- What industry do they work in?
Do Some Competitive Research
After researching your target audience, you may find that they already use a product or service similar to the one your company is trying to market to them.
Research those competitors and find the key differences in your offerings and identify the advantage(s) your product or service can provide that separate you from them.
Finding the primary benefit of your product or service is pivotal to differentiating your company from others.
You Take It From Here
For something that seems so simple (did you not how many times we used the word “simplistically?”), landing on the perfect value prop for your business is not nearly as easy as you might think.
It takes work to find the right value proposition. You have to perform research, brainstorm ideas, and discover what differentiates your business.
And then, once you’ve done all that, you have to distill it all down to as few words as possible and implement it throughout your marketing. But it’s worth every second and every drop of sweat.
On the other hand, it’s easy to create a bad value prop, one that lacks clarity and doesn’t convince customers of its value or that of your products and/or services.
But with this, you run the risk of it failing, which likely means a loss of profitability, cut-off access to some or all of your customers, and in the worst case, your company going out of business.
Put in the work now to clearly and strongly define why you’re in business and what your value is. Your bottom line will thank you.
More Resources:
Featured Image: Rawpixel.com/Shutterstock
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SEO
brightonSEO Live Blog
Hello everyone. It’s April again, so I’m back in Brighton for another two days of Being the introvert I am, my idea of fun isn’t hanging around our booth all day explaining we’ve run out of t-shirts (seriously, you need to be fast if you want swag!). So I decided to do something useful and live-blog the event instead.
Follow below for talk takeaways and (very) mildly humorous commentary. sun, sea, and SEO!
SEO
Google Further Postpones Third-Party Cookie Deprecation In Chrome
Google has again delayed its plan to phase out third-party cookies in the Chrome web browser. The latest postponement comes after ongoing challenges in reconciling feedback from industry stakeholders and regulators.
The announcement was made in Google and the UK’s Competition and Markets Authority (CMA) joint quarterly report on the Privacy Sandbox initiative, scheduled for release on April 26.
Chrome’s Third-Party Cookie Phaseout Pushed To 2025
Google states it “will not complete third-party cookie deprecation during the second half of Q4” this year as planned.
Instead, the tech giant aims to begin deprecating third-party cookies in Chrome “starting early next year,” assuming an agreement can be reached with the CMA and the UK’s Information Commissioner’s Office (ICO).
The statement reads:
“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence, including results from industry tests, which the CMA has asked market participants to provide by the end of June.”
Continued Engagement With Regulators
Google reiterated its commitment to “engaging closely with the CMA and ICO” throughout the process and hopes to conclude discussions this year.
This marks the third delay to Google’s plan to deprecate third-party cookies, initially aiming for a Q3 2023 phaseout before pushing it back to late 2024.
The postponements reflect the challenges in transitioning away from cross-site user tracking while balancing privacy and advertiser interests.
Transition Period & Impact
In January, Chrome began restricting third-party cookie access for 1% of users globally. This percentage was expected to gradually increase until 100% of users were covered by Q3 2024.
However, the latest delay gives websites and services more time to migrate away from third-party cookie dependencies through Google’s limited “deprecation trials” program.
The trials offer temporary cookie access extensions until December 27, 2024, for non-advertising use cases that can demonstrate direct user impact and functional breakage.
While easing the transition, the trials have strict eligibility rules. Advertising-related services are ineligible, and origins matching known ad-related domains are rejected.
Google states the program aims to address functional issues rather than relieve general data collection inconveniences.
Publisher & Advertiser Implications
The repeated delays highlight the potential disruption for digital publishers and advertisers relying on third-party cookie tracking.
Industry groups have raised concerns that restricting cross-site tracking could push websites toward more opaque privacy-invasive practices.
However, privacy advocates view the phaseout as crucial in preventing covert user profiling across the web.
With the latest postponement, all parties have more time to prepare for the eventual loss of third-party cookies and adopt Google’s proposed Privacy Sandbox APIs as replacements.
Featured Image: Novikov Aleksey/Shutterstock
SEO
How To Write ChatGPT Prompts To Get The Best Results
ChatGPT is a game changer in the field of SEO. This powerful language model can generate human-like content, making it an invaluable tool for SEO professionals.
However, the prompts you provide largely determine the quality of the output.
To unlock the full potential of ChatGPT and create content that resonates with your audience and search engines, writing effective prompts is crucial.
In this comprehensive guide, we’ll explore the art of writing prompts for ChatGPT, covering everything from basic techniques to advanced strategies for layering prompts and generating high-quality, SEO-friendly content.
Writing Prompts For ChatGPT
What Is A ChatGPT Prompt?
A ChatGPT prompt is an instruction or discussion topic a user provides for the ChatGPT AI model to respond to.
The prompt can be a question, statement, or any other stimulus to spark creativity, reflection, or engagement.
Users can use the prompt to generate ideas, share their thoughts, or start a conversation.
ChatGPT prompts are designed to be open-ended and can be customized based on the user’s preferences and interests.
How To Write Prompts For ChatGPT
Start by giving ChatGPT a writing prompt, such as, “Write a short story about a person who discovers they have a superpower.”
ChatGPT will then generate a response based on your prompt. Depending on the prompt’s complexity and the level of detail you requested, the answer may be a few sentences or several paragraphs long.
Use the ChatGPT-generated response as a starting point for your writing. You can take the ideas and concepts presented in the answer and expand upon them, adding your own unique spin to the story.
If you want to generate additional ideas, try asking ChatGPT follow-up questions related to your original prompt.
For example, you could ask, “What challenges might the person face in exploring their newfound superpower?” Or, “How might the person’s relationships with others be affected by their superpower?”
Remember that ChatGPT’s answers are generated by artificial intelligence and may not always be perfect or exactly what you want.
However, they can still be a great source of inspiration and help you start writing.
Must-Have GPTs Assistant
I recommend installing the WebBrowser Assistant created by the OpenAI Team. This tool allows you to add relevant Bing results to your ChatGPT prompts.
This assistant adds the first web results to your ChatGPT prompts for more accurate and up-to-date conversations.
It is very easy to install in only two clicks. (Click on Start Chat.)
For example, if I ask, “Who is Vincent Terrasi?,” ChatGPT has no answer.
With WebBrower Assistant, the assistant creates a new prompt with the first Bing results, and now ChatGPT knows who Vincent Terrasi is.
Screenshot from ChatGPT, March 2023You can test other GPT assistants available in the GPTs search engine if you want to use Google results.
Master Reverse Prompt Engineering
ChatGPT can be an excellent tool for reverse engineering prompts because it generates natural and engaging responses to any given input.
By analyzing the prompts generated by ChatGPT, it is possible to gain insight into the model’s underlying thought processes and decision-making strategies.
One key benefit of using ChatGPT to reverse engineer prompts is that the model is highly transparent in its decision-making.
This means that the reasoning and logic behind each response can be traced, making it easier to understand how the model arrives at its conclusions.
Once you’ve done this a few times for different types of content, you’ll gain insight into crafting more effective prompts.
Prepare Your ChatGPT For Generating Prompts
First, activate the reverse prompt engineering.
- Type the following prompt: “Enable Reverse Prompt Engineering? By Reverse Prompt Engineering I mean creating a prompt from a given text.”
Screenshot from ChatGPT, March 2023ChatGPT is now ready to generate your prompt. You can test the product description in a new chatbot session and evaluate the generated prompt.
- Type: “Create a very technical reverse prompt engineering template for a product description about iPhone 11.”
Screenshot from ChatGPT, March 2023The result is amazing. You can test with a full text that you want to reproduce. Here is an example of a prompt for selling a Kindle on Amazon.
- Type: “Reverse Prompt engineer the following {product), capture the writing style and the length of the text :
product =”
Screenshot from ChatGPT, March 2023I tested it on an SEJ blog post. Enjoy the analysis – it is excellent.
- Type: “Reverse Prompt engineer the following {text}, capture the tone and writing style of the {text} to include in the prompt :
text = all text coming from https://www.searchenginejournal.com/google-bard-training-data/478941/”
Screenshot from ChatGPT, March 2023But be careful not to use ChatGPT to generate your texts. It is just a personal assistant.
Go Deeper
Prompts and examples for SEO:
- Keyword research and content ideas prompt: “Provide a list of 20 long-tail keyword ideas related to ‘local SEO strategies’ along with brief content topic descriptions for each keyword.”
- Optimizing content for featured snippets prompt: “Write a 40-50 word paragraph optimized for the query ‘what is the featured snippet in Google search’ that could potentially earn the featured snippet.”
- Creating meta descriptions prompt: “Draft a compelling meta description for the following blog post title: ’10 Technical SEO Factors You Can’t Ignore in 2024′.”
Important Considerations:
- Always Fact-Check: While ChatGPT can be a helpful tool, it’s crucial to remember that it may generate inaccurate or fabricated information. Always verify any facts, statistics, or quotes generated by ChatGPT before incorporating them into your content.
- Maintain Control and Creativity: Use ChatGPT as a tool to assist your writing, not replace it. Don’t rely on it to do your thinking or create content from scratch. Your unique perspective and creativity are essential for producing high-quality, engaging content.
- Iteration is Key: Refine and revise the outputs generated by ChatGPT to ensure they align with your voice, style, and intended message.
Additional Prompts for Rewording and SEO:
– Rewrite this sentence to be more concise and impactful.
– Suggest alternative phrasing for this section to improve clarity.
– Identify opportunities to incorporate relevant internal and external links.
– Analyze the keyword density and suggest improvements for better SEO.
Remember, while ChatGPT can be a valuable tool, it’s essential to use it responsibly and maintain control over your content creation process.
Experiment And Refine Your Prompting Techniques
Writing effective prompts for ChatGPT is an essential skill for any SEO professional who wants to harness the power of AI-generated content.
Hopefully, the insights and examples shared in this article can inspire you and help guide you to crafting stronger prompts that yield high-quality content.
Remember to experiment with layering prompts, iterating on the output, and continually refining your prompting techniques.
This will help you stay ahead of the curve in the ever-changing world of SEO.
More resources:
Featured Image: Tapati Rinchumrus/Shutterstock
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