Value props: words to avoid

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Startup value propositions are tough to get right.

And easy to get wrong.

Here’s a list of words to avoid:

1️⃣ Words ending in ‘-er’
2️⃣ ‘More’

That’s it.

Use the above and you end up describing your offer like this:

➡️ Smarter
➡️ Better
➡️ Faster
➡️ Easier
➡️ More efficient

Such words sound deceptively good. But actually, they’re pretty feeble from a positioning perspective.

Think of it like this:

You can’t be smarter, better, faster, easier or more efficient than the BEST in your category, can you?

And isn’t the best what every customer (not to mention investor), is looking for in return for their hard-earned cash?

🤔

Try using these words instead:

1️⃣ Words ending in ‘-est’
2️⃣ ‘Most’

In the above examples, this takes you from:

➡️ Smarter to smartest
➡️ Better to best
➡️ Faster to fastest
➡️ Easier to easiest
➡️ More efficient to most efficient

It’s a small grammatical change.

But a big one in the mind of the prospect.

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