1. Understand what the buyers want to know
“We are better because ...” isn't the best starting point to formulate your value proposition.
The problem with this approach is it has little regard for the target audience’s needs and their buying challenges, and focuses too much on what the company offers. It assumes buyers have fully identified their needs and requirements before coming in contact with your brand touchpoints.
This leads to a value proposition that only provides information about the product, without giving clear insights specific to the target audience.
Differentiating your value proposition goes beyond just speaking about your software and services.
An important element of differentiation is to understand: what information your audience is looking for (e.g., case studies, explainers, technical descriptions, software features or use cases), why they are searching (e.g., to save money, or for a better workflow), when they are looking for it (what stage of the buying journey they are at), and then placing those answers where they are spending the most time researching.