How to Write a Value Proposition that Resonates With Your Ideal Client (+ 5 Examples)
How to Write a Value Proposition that Resonates With Your Ideal Client (+ 5 Examples)
What’s a Value Proposition?
A value proposition is a simple statement summarizing why a client would choose you to be their therapist or coach. It communicates the benefit of your service. It speaks to your ideal client's pain points (their challenges) and makes a case for your service as the solution to their problem(s).
In this article, we’ll look at:
Why a value proposition is an essential part of your website copy
The Big Mistake therapists and coaches make when trying to write about their services
What to include in a great value proposition
An easy approach to developing your own, Mad-Libs style
5 Examples to help get you started
Why a Value Proposition is Essential
Your value proposition is one of the most essential elements of your brand messaging. It’s a powerful tool to pique interest, communicate who you are, and entice a potential client to work with you — or, at the very least, learn more about you.
If you don’t articulate your value in a clear and compelling manner, website visitors will have no reason to hire you. Anymore, your credentials aren’t enough.
The Big Mistake Therapists and Coaches Make When Trying to Write a Value Proposition
Therapists and coaches often describe their value proposition in terms of how they provide the service. For example, they will say, “'I’m compassionate and non-judgmental.” The problem is that these statements are descriptions of the service, not statements of the service’s value.
When a potential client is considering therapy, they likely think to themselves, “My life is a shit show. I need to get my life under control again.”
They don’t say, “My life is a shit show. I need a nonjudgmental and compassionate therapist.”
A value proposition focuses on what the client wants: “To get my life under control again.”
What would that look like? Perhaps, for a busy mom, it means that she’s no longer in the role of household manager. It might mean that she stops people-pleasing and starts putting herself first. Maybe she’ll replace an unhealthy habit with quality time with her friends, traveling, or pursuing a dream career.
You might be thinking, “But a client still wants a compassionate and non-judgmental therapist. Shouldn’t I tell them that I am those things?”
No.
First, that comes later in the buyer’s journey. In other words, it’s not the hook. You won’t secure a potential client with it, so don’t lead with it. In addition, it’s best to show - rather than tell - potential clients your personality and approach in the copy. When describing how their lives can be made better by therapy, use compassionate and nonjudgmental statements.
What to Include in a Great Value Proposition
An exceptional value proposition:
Describes your target client and the problem they are facing.
Names the service that addresses the client's need.
Specifically describes how your service fixes the client’s problem or improves their life.
Make sure it describes how your ideal clients would define the benefit, not how you define it.
Promises to deliver to your clients. This is what makes your service attractive to your ideal client.
Develop Your Value Proposition - Mad-Libs Style!
I provide (service) to (ideal client) who (client problem). I will help you (service benefits).
Here are five examples to get you started:
I provide therapy to teenagers with physical disabilities who are battling with their bodies. I will help you love and accept the body you’re in, even if it disappoints you sometimes.
I provide EMDR therapy to victims of narcissistic abuse who feel isolated and depressed. I will help you learn coping strategies, practice setting boundaries, and rebuild your sense of self.
I provide counseling to transgender youth who are discriminated against and feel misunderstood. I will help build the confidence to be your true self.
I provide coaching to men feeling dispassionate, bored, or frustrated with their careers. I will help you go after your dream job and look forward to Mondays again.
I provide sex therapy to lesbian individuals and couples dealing with the loss of sex drive with one or both partners. I help you understand the root of the problem and cultivate a more vibrant and fulfilling sex life.
