How to Make a Value Proposition that Signs Clients

What is the difference between a value proposition and an offer? Because if you're an agency owner or B2B business, whatever, you're selling stuff online, what everybody is doing right now is they think that you can just take some giant ass claim, slap a guarantee on it, maybe get some case studies. If they have some, they just do that and then they magically have the best offer of all time and that's all they need to do at all. Like they just put the claim, but put a, you get your money back for this and then like, cool, you're, you're off to the races. Now while that is objectively correct advice, yes, promising somebody a specific outcome with a specific risk reversal and showing evidence that you have in fact done it for them before does work. If you do this in the absence of a value proposition, you will get exactly zero clients signed at all. And now this is what's interesting because you could have a set of 100 random people in, 50 of them without a value proposition, and then 50 who have a value proposition. All the people with the value proposition do the claim guarantee, evidence thing, get results the other 50 don't. And they say this doesn't work. It's because you don't have a value proposition. There is a difference between an offer and a value proposition and that is what I'm going to explain to you in this video. If you don't know who I am, my name is Daniel Fazio. I'm the co founder of Client Ascension Enlist kit. It is July 30, 2024 filming this and we're going to do $600,000 in cash collected this month, not contract value six, it's cash in the bank account, $600,000 in July. So let's get straight into this. Let's actually define the difference between these. So what is an offer and how is it different from a value proposition? An offer is the stack of deliverables and the actual thing the client gets like the tangible. What is this? Like what do I get? Right. The value proposition is the encapsulation of what the stack of deliverables results in for the client. It's, it's all of the reasons why they should get this stack of deliverables. That's the difference between the two. Now you can understand that if you have an offer of a bunch of random shit and you slap some claim on it, whatever, but there's no reason why someone should actually get it, they're just not going to get it. And that's what I'm Talking about earlier is you make $0 if you lack a value proposition. So you now what's the difference between an offer, a value proposition and a headline? The headline is how this is all communicated. So let me share my screen here real quick. So here's an example of an offer done for you, UGC and static ad Creatives as a service, right? So you make UGC and Ad Creatives. The value proposition is we deliver you ready to launch creatives for your E commerce brand so that you don't have to spend 20 hours per week with reaching out to influencers and ideating new scripts and scenes. Now what's really important to understand here is what I said here. We deliver you ready to launch creative. So what is this implying? It's implying speed. It's saying who it's for for your E Commerce brand. So that, so that this is very important. So, so this, this, imagine the offer is this, right? This is the same thing as the offer right here. Like this is just a rewording of what was already set up there. But the value proposition is so that you don't have to spend 20 hours per week reaching out to influencers and ideating new scripts and scenes. It is the. So that the problem with all of you who are not getting results with this is that you have no. So that. And I'm not saying like this is important to understand. I'm not saying you're not getting results because you, your headline doesn't, the syntax of your headline doesn't say so that. I'm saying it because you are trying to sell something to a market. You're trying to sell some shit that to a market and they don't want to buy that thing. Like that. You're trying to solve a problem that doesn't even exist. Like that's the issue that so many of you have. There's just no demand. There's no reason for anyone to buy this. So like, let me put it to you like this. Let's say that you're trying to start a Facebook lead generation advertising agency and you pick plumbers. And you're like. And now you're like, okay, Daniel, well let me put the value proposition in here. I'm gonna do exactly as you say. You're gonna say we deliver plumbers ready to launch leads who want to start and get a toilet fixed right now, right? So you would objectively, you would object to say that's a good value proposition. Like they want to, they want to quote when you come to their house to fix their Right now. Now the problem with this is that this doesn't work. Why? Because every plumber in existence is booked out months in advance. So there, there does not exist a plumber who needs more leads. So this is the problem with, with what a lot of you are trying to do. You so, so not. You'll have a good offer, you have a good claim, you'll have a good money back guarantee and then you'll have, you'll try to make a value proposition. But the, the problem is that you're so that. And the, so that you can get more customers. They don't want more customers. So this is, this is important for me to go into and help you understand now is by visualizing what exactly is happening, right? So let's take this same E Commerce guy, same exact person who's running the E Commerce brand. So now they go through a life cycle because at a certain point this business owner of the E Commerce brand didn't run an E Commerce brand. So let's look at what happened here. So first of all, this guy at one point he began as an entrepreneur with no business, zero business at all. Then what probably happened is he was on YouTube or some shit and he bought someone's course that taught him how to make an E Commerce brand. They sold him the idea that E Commerce is the best way to make money. So he bought this person's course, right? So the guys. So that his demand at this point, because he was probably working a shitty job, his demand at that point was I need to reach, I need a vehicle to reach financial freedom. So someone sold him a business opportunity course to help him start an E Commerce brand, right? So that, that's what it was. At that, at that point the value proposition made sense because the person selling the E Commerce course was you could start an E Commerce brand so that you can make $10,000 per month to quit your job. And he's like, wow, that's fucking exactly what I was just saying. I want, let me buy that. So he buys that, right? So now keep him, keep, keep in mind right here, you can't sell this guy UGC Ad Creatives yet. He's not there yet, right? So now let's go to point two. All right? So number two, the course taught him what he needs to. It taught him that he needs to do ads for his brand, right? So he started, he starts making like static ad creatives. So now what is he a customer of now? The only thing he wants is I need something that helps me make static ad creatives and I need to buy ads. So who is he a customer of now? Canva and Facebook ads. That's who he's, that's what he's buying now. That's his need. That's what he has a demand for. He does not demand UGC yet. You can't sell UGC to this guy yet, right? So now he starts advertising. He makes, he makes a little money, but it's not really going as well. And he, he needs to make more. So now he starts buying like masterminds and shit. And he's, and he's in private groups and people are telling. Because he's in demand for that Now I demand, I'm demanding now. My purchasing intention now is to learn how to scale this company. So he starts buying shit that enables him to do that. So everyone selling him something now is a. So that you can scale faster, right? Specifically faster. Not start scale faster. Right? So now he's buying that and all the guys in that group are telling me, you need to make UGC ads. And he's like, oh, I do. So now he's not, you're not there yet. He's not yet demanding a UGC agency. He's demanding the actual influencers because he's going to go do it himself. So then he starts doing it and he, he, he, he, he, he's contacting the influencers and he discovers this is a huge pain in the ass. He has to come up with all these ad scenes and, and creatives. And that is exactly why, literally verbatim, I said in the value proposition, so that you don't have to spend 20 hours per week reaching out to influencers and ideating new scripts and scenes because that is what actually happened. That's real. That's like a real actual problem right now. The problem with a lot of you guys selling whatever you're selling, you pick a random service and you try to force the service onto the market for fucking zero reason at all. And it doesn't make any cohesive sense. Like no one wants to buy what you're selling fucking regardless of what the claim is. And the money back guarantee is because there's no reason. It's just you're selling, it's, it's wrong, you're not selling it to the correct person or, or there is zero market for your thing at all. This is what you have to understand. You need to have a so that. And the so that needs to actually exist. That's the problem so many people have is like you're trying to Sell something that there is actually zero demand for. And you can't do that. It never works. So, so if, if you think you're doing everything right and it just seems like nothing's working, like, why is none of this, like, why can't I make any of this work? If you can't make any sales, it can only be for one of the following reasons. Number one, you are not communicating or you do not have a value proposition. So you don't have a. So that. Right? Or you have a value proposition that is attempting to solve a problem that doesn't actually exist. You made it up, right? Third, you are not marketing on the channels where your correct target market can actually see your messages, right? So you might be saying like, hey bro, I'm trying to contact these CEOs of these large E commerce brands on Instagram, but I can't find them. And it's like, well, because they're not on fucking Instagram, bro. They're on LinkedIn. And email, go cold email. What are you doing? And then also, you aren't doing any outreach or marketing at all. Therefore nobody in the target market knows you exist in the first place. So, so I have a bunch of people and client. Essentially, it's, it's, it's, it's an agency coaching program and for B2B companies. And I help people fix all their issues. Now a lot of the issues that somebody has when, when they first come in is they'll come to me and they'll say something. They'll be like, I feel like no one wants what I have. And then I'm like, okay, well, well, what you feel doesn't matter. So like, let's get some data here. What is making you feel? What, what, what data? What, what thing is, is, is acting upon you to make you feel this way. And then you, you actually look at the numbers and they're just not doing any outreach or marketing at all. So it's like they're not doing any content marketing. They're doing no cold DMs, no cold email, no LinkedIn outreach, no tweets, no LinkedIn post, no ads, nothing. And they're like, I feel like no one wants what I have. It's like, bro, no one fucking knows you exist. You don't know if anyone wants what you have because not a single human on the planet knows you have it for sale. More common of a problem than you think, right? So now this next part is extremely important. This is the next place you're gonna fuck up. Where most people up is you do not know how to speak in plain English. Okay? So I'm gonna, I'm gonna put. I'm gonna read you out two headlines and now I'll tell you in a second. Headline A, you need to tell me, you need to think in your head right now, as I'm reading these out loud, which of these do you think is correct? It will work better, right? So headline A. I'll provide you with the proven framework tailored for fast paced high growth ventures. This will streamline your processes, remove waste and. And fast track tasks to automate your operations by 25% in 90 days or you get your money back. Okay, now, now B. Right? We build project management frameworks for agencies and B2B companies so that you can handle twice as many clients with no additional work. Right? Okay, so, so the winner is B. B. There's not a single fucking person on the planet who's going to read A and, and even know what that's saying. What, what does this say? Like, framework tailored for fast paced high growth ventures to streamline your processes. Fast track. Bro, what the are you saying? What is this? What, what, what is this? And you're not even sure what it is. Like, so many of you guys, you're making, you're writing headlines and like you don't even know what it says. Like you, you're reading through this first one, it's like, what the does this even say? What is this? And like, why? You don't even know what they do. That's the thing. You don't know what they do. Now read my headline. We build project management frameworks. Okay? Off the bat, immediately you know what's going on. Like, okay, project management frameworks, okay? For. For who? Agencies and B2B companies. Okay, cool. Well, why would I want that? So that you can handle twice as many clients with no additional work. The difference between A and B is that A is in retard corporate email speak. The only people who speak retard corporate email speak are middle managers. And you, you go high enough off of. On. On the, on the C suite chain in even like a huge company. No one talks like that. No one does this. It's. It's all the, the middle management who want to feel like they're important. Like, stop talking like that. Stop writing your headlines like that like you were trying to make money. Those people don't make money. They don't do that. They run the HR department and everybody hates them and they actively make the company less money. Stop writing like that. You need to write you. You need to be clear. Like the, the thing you. You think you're so smart when you put big words in. In this headline, this big word like this, and streamline your processes. Tailored, fast paced, high growth. Shut up. Like, you're not smart. You are actively dumb. Like you, you, you. You are. You are clearly stupid if you write like that. Don't do that. Nobody knows what you're saying. You don't even know what you're saying. It's as if. It's as if you wrote a normal sentence, pulled out a thesaurus and just picked the. The word with the most letters in it and just replace the normal English speak one by one. It's like, what the are you doing? Don't do that. Right? No one buys when you do that. It's obnoxious. It's. It's just, it's. It's completely nonsensical. All right. If you have any questions, leave them in the comments. You can go watch this video if you're interested in client ascension. That's in the description too. That's it for me. Subscribe like the video. Peace. I love you. Bye.