How to Write A Killer Value Proposition for Facebook Ads

Fifty four percent.
That’s how many companies do nothing to optimize their value proposition according to MarketingSherpa.
If you’re part of that statistic, I’ve got bad news for you:
You’re potentially missing out on a TON of revenue.
In this article, I show you how to write a compelling value proposition and apply it to your Facebook ads so you can drive more click-throughs to your site.
How to Write Killer Value Propositions for Facebook Ads (+ Examples)
What is a value proposition?
Imagine you’re interested in applying for health insurance.
You browse online for a quote and whittle your choice down to the following two companies:
Company A:
And Company B:
Based on your initial impression, which company are you compelled to contact?
If you’re like most people, you’ll choose Company B.
Why?
Because it has a better value proposition (“Pay Less for Better Health Care”).
In marketing, a value proposition is a statement which clearly identifies clear, measurable and demonstrable benefits prospects get when buying your product or service.
Moreover, it’s a way of convincing potential buyers that your product or service is more superior than your competitors. Generally, the more perceived value you can offer, the better a competitive advantage you will have.
A good value proposition needs to:
- Convey a clear, easily understood message
- Speak to the unique value your business provides
- Target a specific market segment (read: marketing persona)
- Communicate a clear promise regarding the benefits being delivered
Often, a brand’s value proposition appears on a company’s home, landing or about page:
However, in recent years, more and more e-commerce businesses are targeting their ideal buyers at the beginner’s stage of the buyer’s journey through Facebook Advertising:
And it’s not hard to see why.
Retailers’ ROI on Facebook ads grew 75% over last year — and it’s expected to increase.
If you’re already advertising on Facebook but not driving enough clicks to your site, it likely your value proposition isn’t compelling enough.
Here’s how to solve that problem.
