Now that you know your target customer, let's craft a value proposition that makes them say "I need this!"

A value proposition isn't a catchy slogan - it's a clear statement of how you solve their specific problem.

Engagement Message

Name one key difference between a slogan and a solution statement?

Here's the "job-to-be-done" framework: customers don't buy products, they hire them to do a job. A drill isn't sold for its features - it's hired to make holes.

Your value proposition should complete this sentence: "I help [target customer] achieve [desired outcome] by [your solution]."

Engagement Message

Name one product you've recently "hired" and the job it performed?

Let's see the difference in action. A handyman service could say "We fix things" (generic) or "We complete your home to-do list in one visit, so you can relax on your weekend" (specific job-to-be-done).

The second version tells you exactly what job they're being hired for.

Engagement Message

Which version would convince you to call them?

Your value proposition should focus on the outcome, not the process. Customers don't care how you do it - they care about what their life looks like after you've solved their problem.

Think results, not features. Think "what happens next," not "how we do it."

Engagement Message

State one outcome that would matter to your target customer.

A strong value proposition has three parts: the target customer, their desired outcome, and your unique approach. It should be so clear that someone reading it immediately knows if it's for them.

Test yours by asking: "Would my target customer instantly recognize themselves and their problem in this statement?"

Engagement Message

If your value proposition is too vague, what's one likely consequence?