Value Proposition That Converts — Deep Dive #2
Value Proposition That Converts — Deep Dive #2. If your brand feels fuzzy to you, it’s fog to your audience. Let’s make it obvious and repeatable.
Words move markets when they mirror customer reality. Start where their risk lives.
Steps
- List three proof points — Social, data, demos. Proof turns belief into trust.
- Design constraints before concepts — Constraints produce coherence; they are not creative jail.
- Define the audience and their stakes — Name who loses what if nothing changes; real stakes sharpen choices.
- Document decisions in one page — People use what they can read in two minutes.
- State the promise in plain words — Avoid poetry; say the outcome a buyer can point to later.
Why this matters: Social, data, demos. Proof turns belief into trust. In branding, consistency is a function of decisions captured and reused.
Why this matters: Constraints produce coherence; they are not creative jail. In branding, consistency is a function of decisions captured and reused.
Why this matters: Name who loses what if nothing changes; real stakes sharpen choices. In branding, consistency is a function of decisions captured and reused.
Why this matters: People use what they can read in two minutes. In branding, consistency is a function of decisions captured and reused.
Why this matters: Avoid poetry; say the outcome a buyer can point to later. In branding, consistency is a function of decisions captured and reused.
Toolkit
- Messaging blocks — Headline • subhead • bullets • CTA mapped to page sections.
- Palette tokens — CSS variables / design tokens for color and spacing across apps.
- Positioning line — For [audience] who struggle with [problem], we deliver [outcome], proven by [proof].
How to use it: Headline • subhead • bullets • CTA mapped to page sections. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: CSS variables / design tokens for color and spacing across apps. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: For [audience] who struggle with [problem], we deliver [outcome], proven by [proof]. Save the final in a shared doc; link from tickets so execution matches intent.
Related Articles
- Story Structures That Sell — Guide #2
- Type Pairing That Works Everywhere — Guide #2
- Onboarding Emails that Feel On‑Brand — Case Files #2
- Messaging Hierarchy for Landing Pages — Guide #2
← Previous: Brand Positioning That Sticks — Case Files #2 Next: A Visual Identity You Can Scale — Guide #2 →
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- Logo Systems vs. One‑Off Marks — Playbook #2
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← Previous: Brand Positioning That Sticks — Field Notes #2 Next: A Visual Identity You Can Scale — Playbook #2 →