3 Reasons Why “Being Better” Is a Bad Value Proposition

Does your website tagline say something like “Our services are better”?

For example:

Discover how to write BETTER copy.

Get a BETTER logo.

Learn how to eat and exercise BETTER.

Yeah, about that 👇

3 reasons why claiming “to be better” is not really a selling point

…and a bad value proposition

Reason #1: It’s vague

Sure, your prospects may say to themselves, “Man, I need a better logo.” But if you were to ask them whether they can imagine it and, what’s most important, feel the difference between their lives before and after, they’ll give you a blank stare.

You don’t want a blank stare. Blank stares are not good for your conversions (and bank account).

You want a purposefully generated emotion of excitement about your solution. And you can only do this with words that create a specific image in your prospects’ heads.

For example:

  • Discover how to write better copy that gets you more inquiries from your website on autopilot.
  • Get a better logo memorable logo that reflects your brand.
  • Learn how to eat and exercise better in a way that you can get and effortlessly stay in shape.

Sometimes, adding just a couple of words is enough. And sometimes, you’ll have to kill half a sentence with fire and rewrite it.

And that’s ok. Your prospects will like it better find it more relevant and valuable this way, I promise.

Unless…

There is only one possible way to convert the “better” part into a specific image, which makes the sentence specific enough:

For example:

✔️ Find a BETTER work-life balance.

Hier, “better balance” could mean only one thing: “more in balance.” As in “I need my work and life to be more in balance.”

So, in this case “better” is good enough.

Reason #2: It’s untrustworthy

“Oh, look, a person I’ve just met is claiming they are better than anyone else!

#shutUpAndTakeMyMoney”

…said no prospect ever.

A claim of being “better” coming from you, a stranger who is interested in their money, sounds untrustworthy to your prospects. Why should they take your word for it? Which brings us to reason #3 👇

Reason #3: It’s something your competitors can easily claim, too

An effective value proposition is something that makes you stand out among your competitors. So, if your competitors can say the same on their website, it’s a weak differentiator.

Honestly, imagine, your competitors also start claiming that their offers are better. What are you going to do then?

You may say that your competitors’ claims of “betterness” aren’t accurate. But that’s not how your prospects see it. All your prospects will see are two equally pretty websites making the same vague and untrustworthy claims in their taglines.

#notGood

Other words to ban from your value proposition (and website tagline)

Other words that don’t count as a differentiator / a solid unique value proposition for the exact same reasons are:

  • cheap
  • affordable
  • unique
  • intuitive
  • ground-breaking
  • transformational, etc.

Struggling to come up with a solid value proposition?

The answer for the “Why choose you and not your prospects?” question, aka The Holy Grail of Marketing. Everyone wants to know it. Not everyone knows where to find it.

If you still aren’t sure how to talk about your services to attract your ideal clients (and drive more business through your website), check out my self-paced online course Business Soul Searching.

It will take you through a proven step-by-step process of uncovering your main selling points and unique value proposition without overwhelm.

You’ll learn how to:

  • Clearly define your target audience
  • Figure out which benefits of your services your prospects value most
  • Decide what services to focus on
  • Uncover your unique value proposition
  • Figure out what it’ll take to make your website stand out

…and create copy that resonates with your prospects MUCH better.

Online course - find your unique value proposition

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