A compelling value proposition is what grabs your audience's attention and shows
them why they should choose your product or service.
Now, ChatGPT can streamline this process by generating and refining value
propositions that resonate with the target market that you've defined.
Let's say that we're creating a new value proposition for a business-to-business
cleaning services company.
So this business is in the market of selling cleaning services
to other businesses.
Let me show you how we can get started.
We'll be in ChatGPT for desktop.
I'm using the Mac version.
This will work the same on other platforms.
I'm also using the paid version, but the free version delivers similar results.
So we'll start with research.
Sometimes I like to figure out how you might describe the category
a business is in.
For example, I doubt business-to-business cleaning is a category that I
can really research within.
So I want to ask ChatGPT for help.
I'm going to do this by asking what NAICS code is a business-to-business
cleaning service in.
Now, if you're unfamiliar, NAICS stands
for North American Industry Classification System, and it's a system in the USA
used to categorize businesses.
In this case, ChatGPT has informed us that this business classifies
as janitorial services.
So let's continue our research.
What is the value proposition of the top 10 janitorial companies?
Okay. So what we're going to get
is a breakdown of the common value propositions
by all of the top companies.
And this is synthesized by ChatGPT.
So it's identifying and evaluating what it believes that their
value propositions are.
From here, we can begin to analyze.
"What is the common trend between these value propositions?"
Okay. So right away we're seeing some common trends;
customized cleaning solutions,
high quality standards, health and safety, sustainable and eco-friendly,
and so on and so forth.
Now, another thing that we can do in our analysis is ask, "What is the whitespace
that is missing in these value propositions but should exist?"
Here's an interesting one,
"Data-driven and predictive maintenance.
This is incorporating Internet of Things sensors and predictive analytics
to identify building cleanliness levels, usage patterns,
and supply stock in real time."
Now, this is actually really clever and creative, and it's something that I
likely would have missed if I wasn't asking ChatGPT for some ideas.
So from here, let's create.
"Write me a value proposition for
a janitorial business-to-business cleaning
company using the whitespace of data-driven maintenance."
So here we see.
"Value proposition, smart cleaning for a healthier workplace,"
and now it's giving us a value proposition.
For starters, this is a bit long, so we can challenge it.
"Again but shorter."
Okay. "We use data-driven insights and IoT sensors to monitor your
building's needs in real time."
That sounds really interesting, but we can challenge it again.
Let's say that we know more about our target market.
Our target market is a bit more emotion-driven, they've got a struggle.
We can say, "Make this value prop more
emotion-driven, focusing on the user's
struggle and the relief our value will provide." Here we go.
"End the stress of inconsistent cleaning, we know the frustration of walking
into an office that never feels quite clean, where supplies run out
and disruptions kill productivity."
That's a really nice start.
And then from here, we can continue to challenge this result.
We could say, "You know what?
This sounds too generic.
Cut through the noise and make it resonate to me as a small business owner."
And from here, I can just keep challenging and refining
until I get a value proposition that matches exactly what I'm looking
for for this particular business.
I encourage you to test the effectiveness of creating value prompts within ChatGPT,
and then generate variations-based on different angles or tones.
Remember, a great value proposition is going to be both precise and persuasive.