Define your core purpose

- [Narrator] One of the most important features…in a high-impact sell sheet…is a quality value proposition.…If done correctly, your value proposition…will tell your ideal prospect…why they should buy from you instead of your competitor.…If your product doesn't have any competitors,…then your value proposition…will tell your audience why the can't live without…your product or service.…Before getting started, let's identify…a few things that a value proposition should not do.…A value proposition should not be a mission statement.…

It should not be a list of features.…And it should not call out your competition.…More often than not, brands tend to either…overexplain their value or rely too heavily…on buzzwords that, when strung together,…make very little sense.…In a previous video I explained…that today's audiences only read…20% of the content put in front of them…when that content exceeds 600 words.…This means that you can't just place…too much emphasis on text in your sell sheet,…and instead, you need to use it…as sparingly as possible.…