Your value proposition is a lot like a one-floor elevator pitch. If you spend the time and effort on developing a great one, you’ll have your prospective audience nodding their head approvingly before the ‘ding’ of the next floor.
So what is a good value proposition and why does it matter if you’re thinking about a video brochure?
Let’s start with the first part of the question. A good value proposition should describe how your product or service can address a client’s needs and most importantly – why they should choose you over your competitors.
Secondly, it should provide a framework for everything you do. Meaning, you’re video within the brochure should reflect your value proposition. Your design, copy and in some cases your video brochure style, should support that one-line elevator pitch.
Here are a few from companies you might have heard of:
Apple MacBook – Light. Years ahead.
Mailchimp – Send Better Email.
Uber – The Smart Way To Get Around.
And finally: Vimeo – Make Life Worth Watching.
They could be easily mistaken for a tag or positioning line but they’re not.
If our clients don’t have one, we work hard to determine one, otherwise your offering may not appear unique and that shows.
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