The issue is bigger than your app.
Nobody wants change unless they are in distress. People want good things dropping into their laps and bad things to disappear. And they don’t want to have to do anything to make that happen.
What people want is a better status quo.
Designing the value proposition for your organization, your product, or your offer isn’t as simple as collecting a list of benefits and promoting the most popular ones. Accounting for opportunity costs rarely gets done and always results in a weak value proposition. But the most critical failing comes from ignoring how your audience calculates risk. Specifically what heuristics do they compare and how are they weighted.
Your value proposition isn’t a writing exercise for the marketing team. It’s the seed that makes all your growth possible.