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Writer's pictureMatthew Lerner

"Save time" is not your value prop.

"Save time" is not your value prop. Try these 2 alternatives instead šŸ‘‡šŸ¼


I understand why companies promise to ā€œsave time."


They listen to customers who say ā€œYour product is great because it saves me time."


Youā€™re supposed to listen to customers, right?


But hereā€™s the thingā€¦


Customers are allowed to say that, but youā€™re not.


(Like how my kids are allowed to say ā€œsus" but Iā€™m not, apparently).


That's because, although we're all busy, nobody looks for software to ā€œsave time.ā€


People buy software to eliminate tedious or unpleasant tasks.


For example, technically, Calendly saves time, but mainly it eliminates the tedium of scheduling emails.


Instead of ā€œsave timeā€ try this:


Option 1:

Formula: Now you can [their specific goal] without [the yucky bit]


Example: Now you can filter down to the best job applicants without reading any resumes.


(If this is going on a landing page, delete the ā€œnow you canā€ bit, so itā€™s just ā€œFilter down toā€¦")


Option 2:

Formula: Now you can [their specific goal] in [unbelievably short specific time]


(Again, feel free to cut the "now you can")


Example: Create hundreds of fresh ad creatives, based on previous winners, under two minutes.


Bottom line

A strong value prop helps prospects visualise exactly how your product will improve their life.


(Also "fast" and "all-in-one" aren't your value props either ā€“ but you can replace them with those same two formulas.)


I sincerely hope this helps!

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