What Does Your Value Proposition Look Like?

GRAPHICS CAN REALLY HELP YOU express your message — provided they are appropriate. But they work against you if the audience or reader is left going “Huh?” And I felt a lot of Huh?s recently when I did a search on Value Proposition images.
        Yikes! What were these people thinking? A graphic should help explain something that otherwise can’t be easily understood, but the majority of these are just visual noise. Worse, most are all about “Me”, which is NOT what a good value proposition is about.
        The “value” in Value Proposition isn’t what you offer, it’s what your customer or client or prospect can gain. In its purest form, a Value Proposition is about them, not you. It’s about what they can achieve.
        A Value Proposition isn’t a thing, it’s an experience or a result or a feeling — something you can’t easily capture in visual form. When you try to draw or design it, you’re putting boundaries on it. Where it should be framed is in the minds of the people you’re trying to influence.
        Painting a mental picture of how your offerings can help them is great. Give them a compelling idea of how their business can be improved and they’ll fill in all kinds of detail that is relevant to them. And that will have much more power than anything you can show.
        (Just don’t use bullet points to paint that picture . . .)