Call it a value proposition, a unique selling point, whatever it is, you need to clarify what you do, who you do it for and what makes it different from everyone else into a simple, clear believable statement.
I think that to create a relevant proposition, you need to strip a product or service down to its most basic functional, emotional & appealing components. That means avoiding best price, best value and best quality statements and instead focusing on what it does for the customer and the pain it eases.
Domino’s Pizza used the hook of pizza delivered in 30 minutes or it was free to draw in millions of households where kids were hungry and mum and dad were too tired to cook. By being specific and offering proof, they ensured that customers are not sceptical of your claim.
The challenge then is to condense it all into one line and integrate it into all your marketing. As a guide, you’ll see mine at the top of this blog.