How to Craft Persuasive Value Propositions that $ell

Dear $torytellers,

Ever found yourself in a pickle trying to explain to a five-year-old why 🥕veggies are better than 🍭 candy, or to a cat why the red dot keeps escaping 😾 ?

That's a bit of what selling can feel like sometimes - a tricky but necessary tale to tell.

Whether you're selling peaches or pitching platforms, what you're tossing into the ring is your value proposition. It's the golden ticket that makes someone stop and think, "Oh, this is the one for me."

It's the dialogue between you and the prospective customers that could end with the sweet sound of 🤑 ka-ching or a swift scroll past.

Well, today is your lucky day, because you'll get a glimpse of the 7 magic formulas I use to craft value propositions that are hard to ignore and help my clients $ell.

1. AIDA (Attention, Interest, Desire, Action)

Description: AIDA is like a good first date—captivates attention, piques interest, leaves a desire for more, and ensures a next date (action)!

Pro-Tip: Capturing attention is crucial in AIDA. I always go for a solid hook that is either novel, controversial, or bold.

2. PAS (Problem, Agitation, Solution)

Description: Poke the problem, stir the annoyance, then slide in with your solution like a superhero with a cape.

Pro-Tip: It's all about feeling the pain before bringing the gain. I prefer to really dig into the emotional aspect of the problem to evoke a strong response, making the solution more appealing.

3. 4Cs (Clear, Concise, Compelling, Credible)

Description: Be clear, keep it short, make it spicy, and show you’re not just making things up.

Pro-Tip: I've found that this formula works wonders when you have strong testimonials or certifications to bolster credibility.

4. FAB (Features, Advantages, Benefits)

Description: Highlight the features, flaunt the advantages, and underscore the benefits.

Pro-Tip: I always try to make it relatable. Skip the technical industry jargon and highlight how the product helps solve the problem.

5. ACC (Awareness, Comprehension, Conversion)

Description: Spark awareness, cultivate understanding, and watch them convert (no, not a religious conversion).

Pro-Tip: I have seen this work best when the issue at hand is highly relatable to the audience, making the comprehension and conversion steps natural follow-ups.

6. SLAP (Stop, Look, Act, Purchase)

Description: Make them stop scrolling, look at your offer, act on their impulse, and make that purchase.

Pro-Tip: I find it helpful to have a strong call to action in the Act stage, guiding the audience clearly towards the Purchase stage.

7. PPPP (Picture, Promise, Proof, Push)

Description: Paint a rosy picture, make a pinky promise, show some solid proof, and give a gentle push.

Pro-Tip: I love this formula because it’s perfect for storytelling. Make them laugh, make a promise, show you can keep it, and nudge them toward action. It’s a party, not a pressure sale!

Conclusion

And there you have it, folks! Those are my 7 secret sauces for crafting value propositions that even your grandma would pause to read.

Stir it well and let it simmer in the minds of your audience. Before you know it, you’ll have a line of hungry customers at your door, wallets in hand, ready to relish what you’ve cooked up.

So, go ahead, toss these formulas into your marketing cauldron and brew up something irresistible!

Until next time, keep your marketing spicy and your propositions saucy!