Unique value proposition.  Sales value proposition.  Business terms you’ve heard before.

Any business selling a product or service needs a value proposition.  It illustrates how you’re different from your competition. It describes the benefits people gain by working with you.  It’s the crux of your sales message.

The Prospect and Their Screen

Consider the online prospect.  They are not interacting with a person who can build rapport.  Not with a person who can listen, react, and ask questions to keep the prospect engaged.

The online prospect sits alone at their computer.  They read, watch, contemplate.  In terms of flesh and blood, this is a one-sided communication event.

On the business side, you have a website. A piece of marketing collateral.  Technology providing information.  Coming through a screen.

Now back to that prospect.  They are impatient; they want to know what’s in it for them–now.  They are task-oriented.  Time-pressed.

And like all consumers, they will be motivated to act based on an emotional trigger.  They want their life to be improved.

Your website has just a few seconds to connect and draw them in.

With this online selling event, it’s often true that unique is not enough.  A basic sales pitch won’t get it done.

Instead, think about a value proposition that is irresistible.  One that gets people to think, I have to find out about this.  Or, this is as good a deal as I’m going to find.

You want people to feel that their search is over.  They’ve found the very best option available. Better yet, stop them dead in their tracks.  Wow them with an offer they can’t refuse.

Winning people’s attention online is challenging.  Getting them to take action instead of simply moving on can require something radical.

What is a value proposition you can offer that is virtually irresistible?  Create one and you’ll have a major competitive edge with your online marketing.