This document discusses how to create an effective value proposition and unique selling proposition (USP) for a product or brand. It explains that a value proposition should communicate the benefits a product provides to the customer in a concise statement. An effective value proposition identifies the target customer group or "tribe," captures what they want, describes the product, and clarifies benefits and advantages over competitors. Developing a clear USP that establishes what makes the product different and preferable is also important. The document provides examples and an outline to help craft a value proposition and emphasizes including a clear "call to action."

1. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
VALUE PROPOSITIONS
and USP
How to turn your FAB into a slogan or product
promotional concept

2. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
What is a Value Proposition
 Value : Establishing how important it is to the
customer – the BENEFIT: Note that this is not
always what we think it is
 Value Proposition – a statement that explains
our product offering and it’s value to our
customer.
 It will include mention of company and / or
brand
2

3. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Remember FAB?:
Features Advantages Benefits
Use FAB to get to the core of what makes a product sell
and help you craft your USP and Value Proposition
“F” Features: the tech specs – what’s in the box
“A” Advantages: what it does better than the
competition
“B” Benefits: How it relieves a problem or fulfills a
desire for the customer – this is always associated with
creating positive feelings or relief to a customer
3

4. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Elements of Value for Customers
Quality,
Specs,
Affordability,
Cost
Transparency,
Guarantee
Ease of access
– ease of
purchase and
delivery
options
Status pricing
Image,
Brand Value
Money-saving
Combine
your
FAB
elements
Customer
service during
purchase
Tribe –
creating a
relationship
4

5. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
The Value Proposition
5
• The Value Proposition should make it easy for your customer to
identify THEIR DESIRE to purchase your item/brand:
• The term TRIBE is useful here; Your product is aimed at a
specific group of people – a ‘TRIBE’ if you want your customer
to easily identify THEIR desire to buy your products, you need
to know – WHO they are and what makes them tick – what are
their ‘CUSTOMS’?
• What age; gender; income; hobbies; habits; how do they
communicate; what music do they like…find the things that are
common to them so you can develop a way to effectively
communicate with them and build a TRIBE

6. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
The Value Proposition
6
• TRIBE:
• People like to feel like they belong
• People like to feel like their
individuality is recognized and catered
to
• If you can combine targeting both
these seemingly conflicting things, you
will be able to form a strong TRIBE of
your customers

7. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
The Value Proposition
7
• TRIBE – why does it matter?
• You want to build brand loyalty for
• Word of mouth promotion
• Repeat purchases
• If your TRIBE really feels they can
identify with your brand, they will drive
both of these and build a strong base
from which you can build your business

8. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
The Value Proposition
8
• So to craft a Value Proposition that makes it easy for your
customer to identify their desire to purchase your
item/brand, you will need to:
• Clearly state who your tribe is
• Capture what that tribe wants or needs
• Briefly name and describe the product you have for this
• Bring it home with the key BENEFITS
• And clarify what makes it superior over the
competitors - ADVANTAGES

9. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
The Unique Selling Proposition
9
• An essential foundation of a good Value Proposition is
knowing what your USP really is:
• Remember that you will always have competitors
• Identify what makes your product different and
ideally, preferable to your competitors – what is your
Unique Selling Proposition?
• Our instincts are to be everything to everyone –
spread our nets as WIDE as we can
• But in fact, being able to refine, define and target a
very specific market sector is actually a much
stronger foundation for success

10. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Crafting a Value Proposition
 The Value Proposition should be
 Concise
 specific and
 engaging to your customers
To get a feel for this, take a look at some examples from the
internet
 http://yourbrandvox.com/blog/2014/7/18/13-value-proposition-templates
 http://torgronsund.com/2011/11/29/7-proven-templates-for-creating-value-
propositions-that-work/
 https://blog.udemy.com/value-proposition-template/
 http://conversionxl.com/value-proposition-examples-how-to-create/
10

11. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
11
A great
example

12. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Dissecting the Motts Juice Maker
Value Proposition
 Who do you think the target market for the
Motts Juice Maker is?
 List the items that you think are ‘Advantages’
1) 2) 3)
 List the items that you think are ‘Benefits’
1) 2) 3)

13. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 For Saint Lucian workers who needs to get a good
breakfast on the go, Market Breakfast Stop
offers health food, not just nutritious, but
absolutely delicious! In a clean, convenient
restaurant opposite the bus stop
 Unlike most fast food, Market Breakfast
Stop meals are low on fat, low on calories, and
high on delicious taste and nutrition!
 Our unique combination of innovative recipes
using organic ingredients ensures gourmet taste
pop-full of energy for the day!
Example Customer Value Proposition
13

14. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Crafting a Value Proposition
To get your started, you can work with the following
outline - Your Value Proposition should include these
basic elements:
14
For_______________________________(target customer)
who_____________________________(opportunity/need)
the_________________________________(product name)
by_________________________________(company name)
that ________________________ (USP/benefit statement)

15. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Customer Value Proposition
Next once there are competitors already in the market, you need
to establish superiority to them, so include these elements:
Better than______________________(alternatives/competitors)
By/with ___________________________(how it works better –
include the B of FAB here – emotions)
If it’s a new concept, the benefit statement will establish what
challenge is solves - the last part will focus on how good it will
make the customer feel.
The Value Proposition must be truthful – it must establish your
credibility and trustworthiness
15

16. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
The Call to Action!
Did you notice an added element?
 Try convenient, ready to pour, Motts Juice-Maker
today!
This is a ‘Call to Action’ and if you are in the process of selling – vs
the process of doing market research – it is very important to
include a ‘Call to Action’. Don’t just leave your prospect hanging –
encourage them to make a decision!
We often think of selling as a sleazy thing – like a Used Car
Salesperson or a Multi-Level-Marketer, trying to make people pay
more for something than they need to – but in reality, people
appreciate good selling because it is helping them genuinely
solve a genuine problem – it is trustworthy.
So do a good job of helping people find good solutions to their
needs!