Is it Credible?
Even if your value proposition is compelling, if it sounds too good to be true or if you can't point to real-life results that support it, you'll undermine your own efforts. Your statement should be believable and credible.
Can It Adapt to Changes in Your Business or Industry?
Your marketing value proposition is far more than a friendly blurb that you post on your About Uspage. It creates a framework for not only how your customers think about your business but also how you and your employees think about your business. A value proposition that is too confining and doesn't adapt to future growth and development will not work. As your business grows and changes and as your industry evolves, will your value proposition still hold true?
Does It Resonate with Your Audience?
Unless your value proposition elicits an emotional response, it will be quickly forgotten. Your value proposition should resonate with your audience by grabbing your customers' attention and being memorable. They should see their own needs in it and feel an emotional connection with your mission.
Your business may be but one fish in a sea full of competitors that all offer essentially the same features. This is why an effective marketing value proposition is so important: it goes beyond dry, standard features to showcase the rich benefits that your business is in a unique position to provide. Your marketing value proposition sets your brand apart from your competitors, demonstrating to your target audience how you understand them and have oriented your business around their needs.