Writing a Value Proposition

The standard format for a value proposition should be as follows.  Below is a website design template so you can see how the text will be used.

1. Headline

2. Sub-headline (both above the fold)

3. Intro sentences (1-3)

4. 4-8 x client benefits in a few words followed by an explainer sentence or two

• eg. “You can relax – we go to extraordinary lengths to help you feel more relaxed when you visit us etc”

5. “Services” headline, then list their top 6 services 

6. 3 metrics*:

·       Xxx patients served

·       Xxx years of experience

·       Xxx appointments start on time

·       Xxx happy smiles delivered

·       Xxx relaxed experiences enjoyed

·       Xxx nervous patients calmed

·       Xxx teeth saved

·       Xxx tooth aches fixed

·       Xxx kids given a positive experience

·       Xxx warm greetings delivered

·       Xxx needles not given

·       Xxx languages spoken

*  for many categories, the numbers are an estimate, do NOT go with round numbers because they are less believable

 

7. Add an FAQs section with 3 FAQs such as the following)

·       Do you really run on time? (VP-related)

·       I’m a nervous patient, what can you do for me? (VP-related)

·       What can my kids expect on their first visit? (VP-related)

·       How expensive is the treatment? (VP-related?)

·       How can you offer needle-free dentistry? (VP-related)

8. We make (desired outcome) as easy as 1, 2, 3 …

• eg. “We make getting a happier, healthier smile as easy as 1,2,3
• Step One. Call us on xxxx
• Step Two. Enjoy a relaxed experience where we explain every step so you’re in control. 
• Step Three. Experience the confidence from a happy smile that’s a healthy smile etc