Value Proposition: How to Show Customers Why Your Offer Is Valuable | EVUNN
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THE PROBLEM: I have an offer, but I can't clearly explain why this particular customer should see it as valuable.
To make your target customers want what you are offering, you must make them see how valuable ithe offer is for them
Step 7: Define The Value Proposition
If you have been following and implementing the roadmaps to this point, you must now have:
A validated problem
A promising solution
Problem–Solution Fit
A defined customer outcome
A transformation roadmap
A designed offer
A packaged offer
But there’s still a gap. You now know what you’re offering. However, your customer needs to understand why it matters to them in order to buy it.
That’s the job of your value proposition. A value proposition connects customer need to your offer, then to the custimer’s desired outcome and what makes your offer valuable to them.
It answers Why should this customer care about this particular offer?
The EVUNN Mindset Shift
You go From Here’s What I Do → Here’s The Value You Get
Experts often describe their expertise like I provide business consulting or I offer executive coaching. But your customer isn’t buying your expertise.
They’re buying what your expertise helps them accomplish.
So instead of starting with: What do I want to tell people about my offer?
start with: What does this customer value, and how does my offer create that value?
Recommended Book for this Step: Value Proposition Design
Author: Alexander Osterwalder, Yves Pigneur, Greg Bernarda & Alan Smith
Time Investment: 5+ hours (Audiobook)
Buy the book at the Bookshop
This is the primary book for Step 7.
You don’t need to read the entire book. Your goal is to use its Value Proposition Canvas to connect your customer’s needs with your offer.
Sections of the Book to Focus on
Part 1.1 Customer Profile (Essential)
Focus on:
Customer Jobs
Pains
Gains
You have already done much of this work in Phase 1. So do not start from scratch. You are to bring forward the strongest evidence from your phase 1 steos from:
Problem Opportunity Finder
Buyer Motivation Mapper
Jobs-to-be-Done Canvas
Customer Discovery Interview Kit
Problem Validation Toolkit
Your job now is to select and prioritize, not rediscover.
Part 1.2 Value Map: (Essential)
Focus on:
Products & Services
Pain Relievers
Gain Creators
This connects the offer you created in Steps 5–6 with the customer’s actual needs.
Part 1.3 Fit: (Essential)
This is the most important section for this step. Ask: Does our offer actually create meaningful value for this customer?
Part 2.3 Understanding Customers (Recommended)
Use this only where your existing customer evidence isn’t strong enough. Don’t turn Step 7 back into customer discovery.
Part 2.4 Making Choices (Recommended)
This helps you decide which pains and gains deserve priority. Your value proposition should not try to solve everything.
At this point, the work you’ve done so far from phase 1 till now should flow together like this:
Validated Problem
↓
Most Promising Solution
↓
Problem–Solution Fit
↓
Customer Outcome
↓
Transformation Roadmap
↓
Designed Offer
↓
Packaged Offer
↓
And now once steo 7 is completed, you Customer Value Proposition (your offer is almost ready for the market)
Your custoner value proposition is the point where you clearly explain:
Who you’re helping → what matters to them → what you’re offering → what value it creates.
Time to make your offer value clear. Your customer should quickly understand what you can help them achieve and why your solution is worth choosing.
🔓Use the EVUNN Execution Toolkit – Customer Value Proposition Canvas
Don’t leave this step with scattered notes.
Use the EVUNN Customer Value Proposition Canvas to bring your customer and offer work together in one place. The Customer Value Proposition canvas will help you put your offer into words, in a way that speaks to what your customer actually cares about.
This toilkit will help you map: Customer Jobs → Pains → Gains
against:
Your Offer → Pain Relievers → Gain Creators
and finish with your Core Customer Value Proposition.
Don’t start marketing without implementing this step otherwise, you may have a valuable offer that your customer simply doesn’t see the value in.
One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life. Plus access to EVUNN Doers Community
No monthly subscription. No recurring fees. Just the tools you need to execute
What Should I Do Next?
If you have implemented this step, you should now know why your offer is valuable.
However knowing the value isn’t the same as making the offer as compelling and low-risk as possible for your customer to have no reason not to buy.
The next question we need to take care of is: how can I strengthen the value of this offer and increase the customer’s confidence in buying it?
Next? Step 8: Increase Offer Value & Customer Confidence
That’s where we’ll work on value enhancement, proof, risk reduction, bonuses, guarantees, delivery confidence and other mechanisms that can make the offer easier to say yes to.
