Hey everyone, I'm new to this forum, but look forward to learning from and sharing with others - thank you for the opportunity. I wanted to take a moment to post a process that my staff and I recently went through to create a "value proposition" for one of our products/services. I've been marketing fitness products online for almost 20 years, but I'm ashamed to say that I've never really gone through the process of truly defining what our value proposition is for anything we've created and sold. After taking the time to do so, I've realized that it's definitely worth the time and effort - and particularly helpful when you have others on your team (customer service, etc) participate and offer their insight and honest feedback. After doing some research on "creating your value proposition" I found a variety of templates for doing so - all of which were helpful... but we ended up creating our own by consolidating a few of our favorite templates. Here's what we came up with - these 5 questions that we tried our very best to answer... 1. Who is the product for (target audience) and what is the problem we're trying to solve? 2. What is the product and how does it work to solve the problem? 3. Make the case for why the customer should buy: 4. Outline the benefits they’ll receive: 5. Establish credibility by sharing results / customers / testimonials / differentiating from competition: We asked each staff member to answer these questions the best they could. And then once they answered these questions, we asked them to use their answers to create one or two sentences that clearly defined our value proposition. Pasted below is an example of one of our employees answers to the questions, as well as their first crack at distilling these answers down into one clear sentence(s) that defines our value proposition. We then had a team meeting and went through everyones answers and agreed on our final value proposition, which we then handed over to a copywriter (along with details of our target audience, survey information, etc), so that she could craft the copy for our sales page. We found this process to be extremely helpful and I hope me sharing this with you all is helpful too. I really look forward to your thoughts, experiences with value proposition that you might like the share, and any questions you might have. Thank you! Chad EXAMPLE ANSWERS FROM ONE EMPLOYEE: 1. Who is the product for / what is the problem? For people who are tired of being confused and frustrated by conflicting weight loss information and failed attempts at restrictive, gimmicky diets and weight loss products. 2. What is the product, how does it work to solve the problem? A.C.E. Coaching eliminates the confusion and ensures long-term success by helping the client create a customized meal and workout plan, answering all their questions, and making sure they stick to their plan. 3. Make the case for why the customer should buy. Distill the differentiation between A and B down to one, easy-to-comprehend sentence: Stop wasting time and start getting results with your very own personal fat loss coach who will help customize a program for you, answer all your questions, and make sure you stick to your plan for long-term results. 4. Outline the benefits they’ll receive: • personal support from a qualified fitness professional that truly cares about them and is committed to their success • a workout and meal plan that it customized to the clients personal preferences, budget and schedule, and lifestyle • answers to all their questions via phone, text, and/or email • encouragement and personal challenges to keep them motivated • daily accountability to make sure they stick to their plan 5. Establish credibility by sharing results / customers / testimonials / differentiating from competition: These clients took advantage of all that A.C.E. Coaching offers and followed their customized plan consistently to lose an average of 33 lbs in just 12 weeks. 6. Based on your answers above, come up with one or two sentences that best design our value proposition for this product/service: For people that are sick of failing diets and just want rapid results that last. Our personal weight loss coaching accomplishes this by offering a customized weight loss plan, expert guidance, and daily accountability.