| Bad Alternatives | Value Props | Top Personas | |
|---|---|---|---|
| Rules: | What happens when people don’t have your product? | What’s valuable and different about your product’s features?• 2-7 words• Be very specific• No sales fluff• Start with a power-verb (optional) | Who cares most about your particular value prop? |
| Example: | Other fantasy leagues make you build 11-person teams. | Make bets 2x faster | Casual fantasy sports players who don’t have time to follow an entire team. |
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| Value Prop | Problem | Implications | Solution | Benefits | |
|---|---|---|---|---|---|
| Rules: | What’s valuable and different about your product’s features? |
2-7 words
Be very specificNo sales fluffStart with a power-verb (optional) | *What bad things happen without this value prop?
2nd person (“You”)
Make it urgent and painful by adding details (this will make your Solution be seen in a better light)* | Twist the knife — what happens as a result of this problem?
2nd person (“You”)
Add figures wherever possible | How does your product solve the problem? Explain how you fulfill the claim in your value prop.
Differentiate your product — home in on your target audience
Entice the reader with bold claims Be specific and go beyond the surface description of how things work | What great things naturally come from the solution?
2nd person (“You”)
Make it directly related to your value prop
Be specific — build an emotional response
Pull from the Implications cell and flip them as Benefits | | Example | Get 2x more stats for your betting | You made a poor bet and lost money. | Your spouse doesn’t let you bet anymore — so you stop socializing with your friends. | The only sports betting app that has live stats for every call. | Become a betting expert and out-earn your friends through sports bets. | | 1 | | | | | | | 2 | | | | | | | 3 | | | | | | | 4 | | | | | | | 5 | | | | | |