How to find the perfect value proposition

Apr 8, 2021 04:35 PM
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In this training with Jacob McMillen, we'll teach you how to find and select the perfect value proposition for your product using
We're with Jacob McMillen.

I'm going to intro him a little bit, but first, Let's intro

the topic.

We're talking about value propositions typically not just

how to use the tool to get them, but how to identify the

right ones.

And I think that Jacob and I have talked a little bit about

how we often skip over the ones that are actually really

good, because maybe up front, we don't notice that they're

that good, but we're going to make sure that doesn't happen

going forward.

So Here's the agenda for everybody here and for future guests

that are coming in.

We're going to introduce Jacob number one.

Obviously, we're going to discuss what a value proposition

really is.

We're going to get a little bit deeper into that phrasing.

We're going to talk about how Jacob uses copy AI himself

and how he uses the value prop tool.

Then we're just going to get right into the tool and do this

thing all together with a bunch of examples, show how we

would actually create inputs to get good value props and

how we would Select the ones that we need to go with.

And then there's going to be time for Q amp A as well.

So anybody that has questions you can ask in real time if

it's something that is really going to be a good follow up

in the moment, we'll try to interrupt and ask Jacob those

questions right?

Then, especially when we get into the tool.

If not, if it's more of just a one off question, we can just

save it for the end, and we'll have some time there as well

to pick his brain.

So that all sounds good.

Let me just intro Jacob really quick.

If you search the keyword copywriter in the Us most times,

you're going to find him at the number one spot there.

That's a pretty good keyword.


So Kudos on that one a little bit about his story made 80

Kane his first year as a freelancer writing 130 K to the

next 220 the next.

What's after that, Jacob?

What are we shooting for?

Like, 6,000,000 7,000,000 a year that was just freelance.

And then I just kind of had the idea, like, okay, if people

are willing to pay me all this money to do the writing for

them, I bet if I did the writing for my own businesses, I

could make even more.

So that's kind of what I've been working on over the last

two to 3 years is building up my own businesses using copywriting

and content marketing and SEO and all that jazz.

And you've been at it for eight years, right?

So your big thing is, Wow.


So that's an update.


That's like a legit career now that you almost at the first

decade. Yeah.

So you teach people through your course and everything how

to build a six figure freelance writing business in 12 months.

That's a pretty aggressive timeline so that's what you're

all about.

And from what I can gather, you're a master of the value

proposition. This is something that you care about deeply.

So just a little bit of context.

There's a lot more to Jacob than just this.

But to give everybody here a context that's who you're dealing

with here.

We've got a lot to learn from Jacob, but Let's start with

just some context before we actually get into the tool itself.

When you hear the word value proposition, first off, what's,

like the simplified version that you usually hear and then

expand on what you really think it is going a bit deeper.


So a value proposition is a very sort of concise statement

that does a great job of summarizing the value that your

company provides, and you're usually looking to hit on three

specific pieces here.

You're wanting to very clearly define a given offer, or if

you're kind of doing more of a brand value proposition, you're

trying to clearly define the value that your brand provides.

And then the other two things you're looking to do is you're

wanting to specify what you're offering, who it's for, and

then, if possible, and this part isn't as essential, but

it can make a value proposition really stand out.

You want to sort of differentiate what makes your offer or

what makes the value you provide a bit different, a bit special,

something that's going to really communicate to the person

reading it that, Hey, they're in the right place and what

you're offering is relevant to them.

So that's kind of the core of what a value proposition is.

And it's really pretty simple.

It's pretty straightforward.

If you've ever thought about sort of an elevator pitch, it's

kind of a written and possibly a little bit even more concise

version of an elevator pitch, where a lot of people go wrong

is they tend to think of their value proposition almost as

more of a tagline or as sort of like a curiosity hook or

something like that.

And really, when we talk about a value proposition, what

makes it so powerful is the clarity is that it's clear.

And you mentioned before we're going to look into this tool

to see where people go wrong with the output they're getting.

And that's kind of where I see the biggest problem for people

engaging with copy a tool or any sort of copywriting they

tend to look for really like something that's interesting

or curiosity provoking or kind of fun or catchy or something

that is really more about the emotional impact.

When what we're looking for with the value proposition is

clarity, it's very clearly communicating what's being offered

and who it's being offered to.

And that's a lot more important than any emotional effect

that it has is that the people who are in the market for

your product, the people that you have achieved product market

fit with, they're going to understand that this is for them.

So that gives us a lot of context.

But I do have a question just taking this even a little bit

deeper before we dive too much further in.

When you're in, like, a boring industry, quote, unquote boring,

like finance or insurance or marketing, some people think

these things are boring.

How do you make sure that your value proposition is both

clear but interesting?

Or, in other words, how do you avoid it being too boring

even if it gets the point across?


So I guess the scenario I would put out is, Let's say that

you are looking for a good mattress to purchase because you

want better sleep or yours has broken down.

You're looking for a new one for whatever reason, when you

land on a page that's looking like a landing page looking

to sell you a mattress, are you there to be entertained?

Are you there to learn about how catchy or socially Trending

this brand is?

You don't care about that.

You just want a good mattress.

You just want to know that, like they have an offer that's

going to give you the best value for your money that's going

to help you improve your sleep.

That's what you care about.

So it doesn't have to be interesting.

It doesn't have to be catchy.

All it has to do is say, Hey, we have invested money in getting

you to our landing page.

You know, sometimes you got to be a little interesting in

your marketing channel to get people there, but once they're

there, you just want to very clearly say, Hey, you made the

right click.

We're not here.

This isn't clickbait.

We're not changing the thing that got you in here.

We have the product you're looking for.

We have the service that you're looking for, and we know

that that's what you care about.

And so it really doesn't even have to be interesting.

It doesn't have to be catchy.

It just have to say, Hey, you're looking for this.

We're providing this and that's it.

One final little nuance there.

So, David, just put in the chat that has some garage door

company clients and making social posts is boring to say

the lease.

Okay, so that's an experience.

We anybody that's written or on marketing and working in

an agency, whatever.

You probably all experienced some kind of boring client industry.

I know that I have.

I am curious when we think about value props a lot of times.

It's just like you're thinking about the landing page headline

where you're thinking about your vocal pitch that you would

give, like, a one sentence pitch to somebody.

But there are a lot of ways you need to inject your value

proposition and different things.

Like for a social post, how do you go about making sure that

your value proposition trickles down to all the content that

you create?

Not just the main entry points.


So the core value proposition is product market fit.

So if you've really achieved product market fit, and if you

really understand why your customers like your product, why

they like your service, whatever it is, then how we present

that is going to vary.

That needs to be a piece of all our marketing copy.

When we talk about an ad or a social media post, we're probably

going to be looking to use a more complex framework, like,

say, a to aid where we're looking to grab attention, generate

interest, drive demand, and then get action, or they'll desire,

and then turn that desire into real action.

And there's a lot more pieces beyond the value proposition

that go into marketing copy.

But since we're specifically focusing on value proposition,

really, our only goal with value proposition is to concisely

communicate our product market set.

And so that's not necessarily the right fit for a just a

simple social media post or an ad, or there's other aspects

we're going to have to incorporate other types of marketing

copy we'll need to bring in in addition to the value proposition.

But we do because we want our core product market fit to,

you know, be communicated in all our marketing copy.

There is going to be it's one of the reasons when I'm working

with clients, I like to start with the value proposition,

and because it's really the lens through which we're going

to create the rest of our copy, but by itself, we don't need

the value proposition itself to function in 100 different

scenarios. We'll write copy different types of copy for different

scenarios. The value proposition just needs to be that core

concise statement that if we show this to someone who is

reasonably in our target market, they're going to understand

what we're saying in about three seconds, and it's going

to communicate to them sort of the central tenants of our

product market set.

Love it.

Well, I'm learning a ton already.

Let's dive even deeper here, so we're going to get visual.

I'm going to hand the reins over to you, Jacob.

You're going to share your screen.

We're going to get into copy AI and go through some real

scenarios of how to generate value propositions.

But even more importantly, how do I actually know which one

you should go with?

So that takes us through that.

I'm going to stop my share right now.

Or was it already stopped?


And you should be good to go.

Okay, cool.

So Let's see share here.

You guys see my copy a dashboard?


We're good.


So I think a great way we could do this would be to have

anyone who's in who's watching right now.

If you want to tell us, kind of give us the name of your

business and then sort of fill out this statement here, I

help audience niche to achieve this result.

With this service product.

We can use some of your examples to kind of look at what

a good value proposition might be.

And while we're waiting for some people to chime in to talk

about what we have, here what I like to do, my process for

creating a value proposition with my clients.

I start with a really in depth questionnaire where we dive

into a lot of aspects of the business, but the main ones

are what we have covered in this.

What does your business do?

I help audience niche.

So who are we helping?

Who's our target market?

Who are we speaking to?

And there's two places you might look to write a value proposition.

The sort of like, if you're a business that has multiple

services or multiple core products and anyone coming to your

home page, then you might have multiple customer segments

coming to your home page who are looking for different product

lines. If that's the case, then what I like to do is is create

a brand, a brand value proposition that sort of encapsulates

the value and mission of the whole brand.

And that's what we do on the home page.

Alternatively, if you have, like, a flagship product, a flagship

service, kind of something that's responsible for most of

your business, for any given for your brand, then you could

just use the value proposition for that specific service

or product on your home page.

But then if we did do a brand value proposition, once people

click through to individual pages, then you're going to have

a service specific value proposition, a product specific

value proposition.

So anytime we're writing a value proposition, we're looking

to communicate something specific.

So you might, if you have nine different products, nine different

core products to your business, you might have nine different

landing pages with nine different value propositions for

each product.

And then you might have sort of a core brand value proposition

that tries to encapsulate the value of your whole brand on

the home page.

So that's sort of the context here.

So Let's just say, Let's say we're doing a specific service.

So if we were doing, you know, like, Let's say you had a

Let's go with that mattress example.

So Let's say you had, like, a mattress, you know, mattress.

And then Let's see, you could say, I help.

So we're looking for who our customer segment is.

We're looking for the results that we help them achieve the

problems we help them solve through our specific service

or product.

So Let's say we had a line of mattresses that was really

specifically designed for people who are dealing with back

pain, people who are recovering from back injuries.

So we'd say I help or we help, you know, people with back

injuries get more comfortable night sleep through specialized

actresses, something like that.

And then we're going to run this through copy AI.

And by the way, like, do we have anyone has anyone?

Do you have one?

We have a bike shop that we can check out.


Have an example but Let's finish this one out.


So now what we have here is we have several different, several

different options here that the copy AI has generated the

reason, and let me kind of dive in real quick continuing

with my process.

What I like to do is I like to start here because this includes

a lot of the key information that we need to communicate

and sometimes for certain businesses, this right here might

be all you need.

That might be your value proposition, but usually sometimes

this doesn't quite communicate everything.

It can be a little bit awkward in certain contexts.

So usually what we want to do is I use that as a starting

point, and then what I would do for what I've been doing

for the last 10 years before copy.

Ai is I would then just sit down and I would brainstorm like

10 to 20 different ways to say this, and I think about I

try to include different phrases that come directly from

customers from customer feedback.

I'd just be looking to experiment with different angles,

different takes.

But there's a lot of brainstorming, and I could spend 1,

2, even three hours just brainstorming those 10 to 20 ideas.

And that's what really blew my mind.

When I came across a copy, I was basically what I have.

The capacity to do here is skip two hours of brainstorming,

and copy is going to help me generate a bunch of different

ideas here, so we can kind of start looking through, get

a better night's sleep.

So this kind of goes right to the core benefit this one is

focusing on.

Hey, do you want a better night sleep?

Get a better night sleep.

We specialize in designing mattresses for people with back

injuries, hip or knee issues, and chronic pain conditions.

This is awesome because they just went even more specific

here with a number of different injuries.

So this is a great place where maybe a lot of our customers

were. If it's my mattress company and a lot of our customers

have been dealing with back injuries, it makes me think,

Oh, would we also be able to appeal to people with hip me,

knee issues, other chronic pain conditions?

That's Super interesting idea for expanding the customer

market there.

We have a number of different matchers options to choose

from. So see what could help you today.

So this includes to a little bit of a CTA at the end there.

So that's interesting.

There are some different phrases to work with, and so kind

of to continue on with my process.

What I would typically do with these when I would generate

these 10 to 20 ideas is I would be looking for specific pieces

from all these different ideas that really stand out to me

and stand out to my clients because because one thing that

I mentioned earlier, it's somewhat similar to an elevator

pitch and an elevator pitch for an entrepreneur is very personal.

Like it's sort of like it's your baby.

Like your company is your baby and how you communicate how

you talk about your baby.

It's very personal.

It's more than just an objective business sense.

There's a personal element to it.

So what I've always liked to do is take these 10 to 20 different

ideas and then work collaboratively with my clients for them

to point out what phrases they liked.

So I'd be looking for, Hey, what pieces of these really stand

out to the client?

Because that's going to show me what really most matters

to them about their business.

And then I'm going to look for what phrases pop stand out

that are really close matches to direct customer feedback,

because ultimately, if we're looking, any entrepreneur who's

really serious about success cares more about how their happiest

customers are perceiving their business than how they perceive

their business themselves, because ultimately, it's not about

how they feel about the company.

It's how their customers feel about the company.

So we're looking for those two things.

What are some things that really capture the vision of the

business owner?

So if you're a business owner and you're looking to use copy

AI, you're looking for, Hey, which phrases of these really

stand out to me?

And then which phrases really match the customer feedback

that we have?

Obviously, in this example, I don't know.

I don't have a business called mattress Co, and I don't have

a customer feedback to compare against.

But that's what I would be thinking about if I was analyzing

these. So this one right out of the gate, that's a pretty

strong value proposition.

Get a better night sleep.

We specialize in designing mattresses for people with injuries

and chronic pain conditions.

That right.

There could be a very effective value proposition.

This one finally got a good night's sleep.

So this is sort of.

This is sort of agitating.

That sort of implicitly agitating the challenge of like I've

been looking to get a good night's sleep for a long time.

That word finally, finally get a good night's sleep.

So that might be something when we want to play around with.

Finally get a better night's sleep.

We could add that in designed to maximize comfort for back

pain, bad posture, stulio.

So again, we have more options here that might be meaningful

to our target audience.

Your mattress is the most important purchase for your health.

Someone once told me, Always invest in anything that connects

you to the ground.

So chairs, shoes, tires, mattresses.

This is sort of playing into that.

You could play into that.

That's another angle to explore.

This is kind of tapping into risk risk reversal with a 99

night free trial.

That may not be something your business would offer, but

you might consider looking at, including that in the value

proposition. But it's just giving us multiple options here.

And I actually had a hand in designing this particular tool

with copy AI.

And one of the things we did here, that's a little bit different

from most of the other tools.

A lot of the other tools that are currently there are designed

to be a little bit more plug and play.

You want a product description, it's going to give you, like,

a copy paste product description with this one.

We gave GPT three a bit more creativity and ask them to go

a little bit longer.

So what we're having here is we're trying to generate a lot

of different pieces that we can then incorporate into our

final product.

So you're almost never with this particular tool.

You're almost never going to have something that's coming

out copy paste.

We're looking to find the sentences, the phrases, the concepts

that we like and incorporating those in this case, that the

first two sentences here almost give us a complete one that

we could potentially could be a complete value proposition.

But we also could incorporate it with something about risk

reversal. If you had an exceptionally long trial that you

wanted to factor into what makes your offer unique, you could

incorporate that like a 10 year warranty, whatever.

So then we have some other options here.

All of it factored around getting a better night sleep, the

most comfortable mattress for your back.

That's another angle we could take specifically, not just

get a better night's sleep, but get the most comfortable

mattress for your back.

If we're focusing on that back injury side here, it kind

of takes more of a mission angle like you could adjust this

into being more of a value proposition.

You could adjust this to be we help people with pain, get

a good nights sleep again, something like that.

Again, the focus here is on helping people with these injuries

get a better sleep.

You really want to emphasize that and the value proposition

you come up with.

And then there's a lot of great stuff right off the bat here,

as always, with Copy.

If you need more, if you need more ideas, all you got to

do is hit, make more and you're going to get more options

to choose from as well.

And then I'm actually not sure there's been some adjustments

with the UX like, you know, if you hit back, does it take

you to the previous ones, or could you?

I guess you can save you just organized through saving and

all that cool.

So that's kind of basically what I would do then is I would

take all the different pieces that I like from these results,

and I would maybe pick, like, three or 4 different ones and

then spend a little time like kind of working with them,

trying out some different adjustments with them.

And then I kind of like to sleep on it and come back with

a fresh set of eyes like the next day and just see which

ones are still standing out to me and again, though, what

we're using to evaluate this is is this capturing the core

value of what we offer?

And is it communicating that value really?

Clearly, you'll notice that the ones that I was emphasizing

there wasn't anything especially entertaining or exciting

about it?

It was just very focused on the challenge that we're looking

to solve with our product.

You have poor sleep due to injury, and we are creating mattresses

specifically to solve that challenge and specifically to

give you the benefit of more comfortable, better, easier

night sleep.

And that's what you want to be thinking about.

It's less about your company and more about what is the pain

point or the benefit that our audience is experiencing that

we really are trying to address through our carpet.


Well, we've actually got set up here.

He's the one that submitted his website.

Maybe I've invited him up as a Speaker so that he can give

us a little bit more context as well.

So your website is Boneshaker Bike?


So Let's just go through it.

So if you want to, we can just chat with Jacob right here

in real time and do this thing together.



Thank you.

Thanks, everyone.

So the website Boneshaker Bike.

We are one of the fastest growing online ecommerce stores,

especially when it comes to bicycles.

And I think a key area where we could publish differentiate,

especially with big box stores, is customer service.

I don't know if you have bought a bike online.

If you're trying to buy one online, it's actually like kind

of difficult because you don't get to know about the type

of bikes you want the correct size for you, and you might

not get real time help or save the help if you're trying

to buy one from Amazon or Walmart or even any of the bigger

bike change.

So this is definitely one area where we ensure support seven

days a week, and we also insure support after hours, and

it's kind of easy for customers to reach us.

So this is one area where we think we have an advantage,

and we were kind of wondering, although I don't sincerely

know about the product market fit.

If this is something people really look for, I have to learn

more about it, but I was wondering if this is one area I

could focus on.


So in essence, is the product platform and the value proposition

is the user experience.

Is that kind of what I'm saying?

Is that right?



It's kind of about providing a better a better user experience,

both including how people engage with the site and then the

customer service on the back end as well.

So I wouldn't necessarily call the on site experience has

better. Well, it's good, or maybe in some cases, in failure

to the leading players.

But the customer service, the backend customer service, that's

what I would say is better.


And what are some of the customer service pain points that

people tend to have that you're really solving.

What is the customer saying?

Like, this is the negative experience I was having prior

to working with you guys.

And then when I'm buying through, you guys, such and such

is better.

What's kind of the feedback we get?

So when you're trying to buy a bike, you'd probably have

a few simple questions in your mind.

One would be about size, so you wouldn't necessarily know

based on your height or based on your insane length, what

particular size would you need to buy?

Whereas the bike they're presented as 51 centimeter, 54 centimeter

or in terms of the bike sizes.

So this is a very common, like, an easy question to answer.

Then there could be, like advanced riders who would want

to know specific details about certain parts, or they usually

have questions somewhat technical sometimes.

That's also a case as a whole.

It's very UBI tutors, like lots of people already on a bike,

and they would no details about them and a new bike that

you want to buy.

You might have specific questions about certain aspects.

Now the thing is, if you're trying to buy it on Amazon, you

don't really have anyone to answer these questions.

And if you're also trying to work with a traditional bike

company, what happens is they don't really have these real

time support systems like you see for Ecommerce, it's very

commerce for ecommerce companies.

They don't really have real time support or same day support.

So as a result, you'd be kind of depending on your luck.

Did you get the right product?

Would it ship correctly?

And because bikes are very large, it's not as easy as other

ecommerce products.

You can potentially get free shipping, but shipping costs

a lot to like the sellers and returns and everything.

It's kind of difficult.

So you want to make sure you want the exact right bike and

you want to make sure you get your answers, like as soon

as possible so that you can actually buy it online?


And how is that support delivered when someone's going through

the buying process?

What is that experience?

So I think we do better in allowing multiple channels for

them to connect with us for real time check.

We use Facebook Messenger because it allows us to have shown

to kind of track messages we haven't been able to answer

real time.

Like, we can reach out to all of those people.

We have phone, which is very responsive.

And we have email that you like, on an average, you get a

response within an hour.



So if someone's purchasing a bike and they have any question

about what they need, they connect with you guys and are

going to hear back in an hour or the, like, four out of five

times. Yeah.




So I would in talking about a value proposition.

That's a pretty big that's a pretty big part of your value

proposition. Our one, our feedback turnaround time to help

you find out what you need.

So we would absolutely want to be incorporating that in the

homepage value proposition and stuff like a difficult promise.

I get what you're saying.

Like, this is pretty awesome, but this is also a pretty difficult

promise to kind of maintain, especially when you're promising

it. So what would be?

I guess the question would be if we were to incorporate some

sort of time based promise and the value proposition, what

would be what would be the most aggressive promise you would

be comfortable making to people who are showing up to your

brand for the first time because we want to incorporate something.

But obviously we also want to account for future growth in

terms of obviously, if, you know now, like, Hey, we're not

going to be able to keep one hour turn around.

Time would be what is the benchmark that you as a brand are

committed to hitting that we could kind of Bake into?

And maybe I think for most people, even a 24 hour turnaround

time would be pretty pretty nice from a brand.

Usually you expect to be waiting a few days to hear back

on stuff like that.

If it's not like if you're not a mass player, but what sort

of the benchmark that you're looking to keep as a central

part of your value proposition?

Or I think within hours is better.

It's a little bit more flexible.

It's maybe shorter than a 24 hour or one day turn around.

It kind of sounds close to one hour, so I think within ours

would sound good.

Okay, within hours, maybe same day or same day, same day

response, trying to think of because at a certain point,

once you get into specific numbers, sometimes it dilutes

the emotional effect.

So thinking of what sort of terminology might play there

same day within hours, but we can see what copy comes up

with as well.

So Let's dive right into the tool here.

I'll throw my screen share back up.

Let's try.

We're scheduled to end at 11 45 in about 10 minutes.

So Let's try to do a good job.

We just have some clear concise winds, and then maybe we

can have a little bit of Q amp.

A fair questions.


So we got Let's see.

Bone shaker.

So if you're filling this in for me, do we have them on the

call here?

Still awesome.

How would you fill this in, then?

We help bite purchasers to get their questions answered.

Same day.

Yeah, this looks good.

Yeah, while making a bike or Park for purchase only sitting

there. Oh, bike only.

Okay, okay.

So you'll notice that, like they really zeroed in on the

same day, same day.

So we could do something like so we could go in a direction

of we could even incorporate the but bike shopping for 20

21. Get your answers.

Get your questions answered same day by our experienced team

or by our here we go, knowledgeable experts.

So if you take a direction like that, questions answered

the same day.

Bone Shakers, the top resource for bike purchasers and 2,021

something along those lines.

There was one, like, fast honest advice for the bite purchasing

process. Ask a bike store.

I kind of like that.

It's like sort of like a something that's like zeroing in

to ask, ask experts, ask a bike store.

That's kind of cool.

I like that.

But basically we're looking to incorporate that bit into

the value proposition here.

So I'm curious.

You are the business owner, what stands out to you out of

some of these?

I think knowledgeable experts is like a good keyword after

bike store.

I think this is a good angle too.

Okay, there's another I noted, quick, honest bike buying

advice. I think I like this one too.

I think this is probably the best.


Yeah, totally.

So we're looking to have this advice part because this is

at least from what you told me.

This is sort of what makes you stand out is that this isn't

just a do it yourself Byte purchasing experience.

So we could have something like, I think there's still something

to what you have here.

Bike shopping, bike shopping for 20 21 get quick honest advice

on your purchase, same day responses or get your get your

questions answered within 24 hours, within a few hours, same

day. Something along those lines.

And what we would do here is you want to take this, play

around with it.

You could even throw some of these back into here and kind

of wrap and trail it a bit.

But Yeah, that's kind of what we'd be looking to do is we'd

be looking to have this buying advice.

Ask a bike store.

I really think that when I think of attaching it to, like,

a social media branding side.

I really like the Ask a bike store potential for generating

user response.

That could almost be a tagline as well.

I think when you guys say how the value proposition, like,

trickle seem to the content you produce for your social channels,

I think these potentially have a very broader scope.


I mean, basically what we want is we want everyone who has

ever heard of Bone Shaker or who knows the brand Boneshaker.

We want their first thought to be, Hey, that's the store

I go to.

If I need to ask a question, that's where I go.

If I have a friend who asked you when you talk about someone

who is maybe an amateur cyclist or a more advanced cyclist,

like they probably have over the course of years.

They have lots of friends who will kind of just be like,

Hey, what should I get?

I'm looking to get into biking this or that.

And so you want to kind of be the brand that they recommend

when like, Hey, if you need a question answered, if you don't

know what's the right fit for you, I can give you a thought,

but you should also check out Boneshaker.

They'll tell you exactly what you need within a few hours,

something like that.

So you want you want that that core value to triple down

into every single piece of marketing copy that you have for

sure. Thank you.

That's pretty cool.

Thank you.


Well, I think that's a great real life example of how to

use the tool and how to actually identify the right value

propositions for you and then narrow it down from there.

So thank you very much, Jacob, for coming on.

I think we're going to go.

There are no questions in the Q and A right now.

So if anybody has any to wrap things up, now is a good time

for that.

If not, I guess I am just curious, Jacob, for you.

We talked about the process leading up to gathering this

list of potential value propositions that you would usually

take to a client or whoever you're working with and really

narrow it down from there.

If you don't have anybody else to really compare, like, if

you are the business owner doing this for yourself, you're

your own customer in this sense, how do you go about narrowing

it down to the right one?


So the pieces that you use, the reality is there's a lot

of right ways to write a value proposition.

So what you want to do is you want to take pieces that you,

like, turn them into complete statements, and then once you've

identified what you like, then you want to pull someone else

in, you want to show it to them.

I call it like the three second test.

So you want to take someone who's not Super familiar with

your brand or maybe has never heard of it.

You want to show them the value proposition for like, 3 5,

no more than 10 seconds, just the value proposition.

And then you want to ask them, tell me about this brand.

What does this company do?

Who do they do it for?

Why should I care?

Why should you care?

And if they can't tell you that just by looking off your

value proposition, the value proposition is failing.

If all they can say is like, say with the if we were to 30

second test, Boneshaker, bike shopping met for 20 21.

If you didn't know that brand, what would your thought be?

My thought would be they're looking to offer a more maybe

streamlined user experience more, maybe better text when

I think 2,021 I'm thinking better tech buying experience.

Nothing of that is communicating to me that Hey, they're

going to get your questions answered immediately.

So there's a place you can go to shop bikes where they'll

answer your questions quickly.

So you want to sometimes having someone a third party come

in and read it, and then tell you back what your brand is

based on that.

That's the best way.

If you don't have a writer you're working with.

That's the best way to get some third party feedback, because

all of us writers included, we can all get tunnel vision

on what we're writing, and kind of we have our own context

baked in, and we can sometimes forget that and what we're

writing. So bringing in a third party to review it, it really

allows you to see what the statement itself is saying without

the context that you're possible.

Let's cut it off there.

I know Sadek had another question, but Sadek if you want to

just DM me on Twitter, wherever else, I'll answer your question

there. I want to make sure we get to it, but we're going

to cut it off because we're at time here really quickly.

The tool that we used here again was you should all

be very familiar that Jacob wanted to just give you a quick

second here, too, if you want to talk about your website

or where to find you online.

And again, thank you very much for joining very generous

with your time and really appreciate it.

Yeah, totally.

You can find me over at Jacob McMillen dot com or just Google

copywriter. And I have, like, almost 200,000 words of free