The value proposition can help to inspire us to create the good advertisement. Why, because value proposition exposes benefit for them, solve the solution, reduce pain and increase gain. Based on the value proposition, advertisement focus to creates new sign and language of the value proposition. Value proposition formula is like this: Our [products and service] help [customer segment] who want to [job to be done]by [reducing, avoiding] [customer pain] and [increasing, enabling] [a customer gain], unlike [competing value proposition].
So we can fill the blank advertisement video script like below.
Imagine [you solve solution]? Check out [products and service], because this [type of products] enable [customer segment] to get [benefit]. [company] solve [customer problem] by [how products work].
Reasonable? Let’s zoom it. [first process of products] [second process of products], [third process of products], [final step that leads benefit]
Ready to action? Click here.
Okay. we will try to apply that to Uber
Uber help citizen in the city who want to mobile in the city by reducing price and time and increasing convenience rest, unlike the previous taxi.
Imagine you can go anywhere in your city for your career and family, and no traffic jam. Check out Uber, because this mode of transportation reducing the time and also price and increasing convenience rest, without any confusion about a route.
Reasonable? Let see. First, you just open Uber application and order a taxi. Second, near taxi comes to you. Third, You can go anywhere.
Ready to order? Click Uber.
Hmm… I am not an agent of uber. That is just example that if we formulate value proposition clearly, we more easy to create the advertisement. Yes, the ads are too usual. You can create another language and expression. Because to get attention ads has to new, beautiful, and not cliche.
Cliche not makes attention. Because they are boring. Is value proposition cliche? That is guidance for the businessman. If we convert to ads, we need another sign and language, creative language to express it.