{"id":215,"date":"2019-10-17T12:25:03","date_gmt":"2019-10-17T10:25:03","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=215"},"modified":"2025-01-21T10:25:18","modified_gmt":"2025-01-21T09:25:18","slug":"value-proposition-how-to-tell-my-addressee-what-i-want-from-them","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/value-proposition-how-to-tell-my-addressee-what-i-want-from-them\/","title":{"rendered":"Value Proposition \u2013 How to Tell Your Addressee Why You Reached Out to Them? (Updated)"},"content":{"rendered":"<p>The value proposition is probably the most difficult part to craft well in an <span id=\"urn:enhancement-6d0d0921\" class=\"textannotation disambiguated wl-thing\">email<\/span>. Why? \u2018Cause if it sounds even a bit salesy \u2013 the prospect may get scared off. Too blurry \u2013 the addressee may not get what we want from them and become disinterested. Too personal \u2013 it may just seem creepy. So how should it sound so the recipient gets actually intrigued and wants to reply? Keep reading or watch the video to find out:<\/p>\n<p><center><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/jX1FM5EbVV4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe>\u00a0<\/center><\/p>\n<h2>What is the value proposition all about?<\/h2>\n<p>That\u2019s the part of an outbound <span id=\"urn:enhancement-86836d52\" class=\"textannotation disambiguated wl-thing\">email<\/span> where we\u2019re telling the addressee the reason why we reach out to them. Even though the roots of a value proposition are in <span id=\"urn:enhancement-6f48bc4b\" class=\"textannotation disambiguated wl-thing\">sales<\/span> emails, it applies to any situation when the addressee doesn\u2019t know us.<\/p>\n<p>Value proposition is a very tricky part of such an <span id=\"urn:enhancement-e5319fa2\" class=\"textannotation disambiguated wl-thing\">email<\/span> because we need to write a little about ourselves and our offer and at the same time keep our focus on the addressee. In other words, we should write about ourselves while still writing about them.<\/p>\n<p>So here\u2019s a question for you: Can you confirm that the value proposition of your <span id=\"urn:enhancement-7300d0a0\" class=\"textannotation disambiguated wl-thing\">email<\/span> is NOT totally focused on you? Because if it is, it surely has some value to you, but not necessarily to your addressees. And you might need best value proposition templates for that.<\/p>\n<h2>How to make our value proposition actually valuable to the addressee?<\/h2>\n<p>No matter whether your outbound <span id=\"urn:enhancement-3f7e999f\" class=\"textannotation disambiguated wl-thing\">email<\/span>\u2019s goal is to generate leads, build links or expand your PR outreach, the value proposition of your <span id=\"urn:enhancement-61419d3d\" class=\"textannotation disambiguated wl-thing\">emails<\/span> should be of importance to the addressee.<\/p>\n<p>The mistake I often see in outbound <span id=\"urn:enhancement-e49475aa\" class=\"textannotation disambiguated wl-thing\">emails<\/span> is that they are focused too much on either the product or on the sender and their company (for more on that topic, go to the post about <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/how-should-i-start-my-cold-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">cold email introductions<\/a>).<\/p>\n<p>As Heather Morgan rightly points out in many of her articles on outbound <span id=\"urn:enhancement-af3a7e3f\" class=\"textannotation disambiguated wl-thing\">emails<\/span> at <a href=\"http:\/\/salesfolk.com\/blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">Salesfolk\u2019s blog<\/a>, we should forget about presenting a longish list of our product\u2019s features and telling the prospect how awesome our company is.<\/p>\n<p>The most important thing to remember on this part is to avoid the \u201cme, me, me\u201d tone in our outbound <span id=\"urn:enhancement-53bf14ce\" class=\"textannotation disambiguated wl-thing\">email<\/span>. The truth is, the very short story we build in our message is not about us, or our product for that matter. It is about our addressee and their company. They play the main part and they need to feel that. We and our product are just a background character.<\/p>\n<p>Additionally, for the <span id=\"urn:enhancement-b89c8203\" class=\"textannotation disambiguated wl-thing\">sales<\/span> <span id=\"urn:enhancement-5e3f26af\" class=\"textannotation disambiguated wl-thing\">email<\/span>, the story is not about how our totally awesome solution will solve all their problems \u2013 well, at least it shouldn\u2019t be like that because if it is, it sounds salesy as hell. It should be about some specific problems they may have and about how they can solve these problems with our help.<\/p>\n<p>The difference is very subtle, and the line between helping and selling is very thin. The key to effective <span id=\"urn:enhancement-3e01a056\" class=\"textannotation disambiguated wl-thing\">sales<\/span> email is to make sure we never cross that line.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-1452020872\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-1452020872\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><br \/>\n<aside class=\"cta-ebook-bundle js-cta-ebook-bundle ab-no-11-cta-ebook-bundle\">\n\t<div class=\"cta-ebook-bundle__container\">\n\t\t<div class=\"cta-ebook-bundle__content\">\n\t\t\t<div class=\"u-heading-preset-md-600\">\n\t\t\t\tSign up now and get our exclusive 3-ebook pack\n\t\t\t<\/div>\n\n\t\t\t<div class=\"cta-ebook-bundle__subheading u-heading-sm-400 u-text-l-400@mobile\">\n\t\t\t\t<span class=\"u-text-bg cta-ebook-bundle__accent\">Beginners Bundle<\/span> for free!\n\t\t\t<\/div>\n\n\t\t\t<img src=\"https:\/\/woodpecker.co\/blog\/app\/themes\/woodpecker-blog\/assets\/img\/cta-ebook-bundle-drawing.svg\" alt=\"\" class=\"cta-ebook-bundle__image\">\n\n\t\t\t\n    <form class=\"c-input-button-form js-cta-ebook-bundle-form\" action=\"https:\/\/woodpecker.co\/signup\/?variant=ebook-bundle\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                          \t\t\t\t\tInvalid email format\n\t\t\t\t\n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\" c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n    \t\t\t\t\tGet free TRIAL & ebook pack\n\t\t\t\t\n\n<\/button>        <\/div>\n\n            <\/form>\n\t\t<\/div>\n\t<\/div>\n<\/aside>\n<\/p>\n<h2>What a value proposition should sound like?<\/h2>\n<p>As we already established, it is not self-centered and not salesy. It should not include a long list of features or services packed with adjectives and adverbs.<\/p>\n<h3>So what is it like? What should it include?<\/h3>\n<p>1. The reason why we reached out to them exactly, and not someone else. That makes them feel the proposition is directed to them specifically, i.e. it feels more personal and more valuable. This should be nicely connected with your introduction, too.<\/p>\n<p>2. The clear answer to the question: What can we do for them? Or, what is it exactly that we are proposing in this message?<\/p>\n<p>3. The benefit of starting a <span id=\"urn:enhancement-3375f411\" class=\"textannotation disambiguated wl-thing\">business<\/span> relationship or cooperating with us. In other words, what\u2019s in it for them. What exactly they and their company can gain from our proposition. Remember, it\u2019s all about them, not you.<\/p>\n<p>4. The example of how other people and\/or companies benefited from cooperation with us. If you\u2019ve got some impressive numbers, you can mention them here. Check the <a href=\"http:\/\/salesfolk.com\/blog\/cold-email-template-got-16-new-b2b-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">post by Heather Morgan<\/a> to see how to do it right.<\/p>\n<p>5. The light, honest and polite tone devoid of fake praise and empty phrases. The language of a person looking for a start to talk, not a <span id=\"urn:enhancement-b314a3f4\" class=\"textannotation disambiguated wl-thing\">salesperson<\/span> who is trying to close a deal. See the <a href=\"https:\/\/blog.leanstack.com\/how-to-get-early-customers-to-respond-to-your-cold-emails-db31e2a1be4a#.qgn6ar5sj\" target=\"_blank\" rel=\"noopener noreferrer\">post by Robert Graham<\/a> for a good example.<\/p>\n<p>These are the best practices worth following. Now let\u2019s analyze a few examples of good value propositions you can base on while writing your own <span id=\"urn:enhancement-eea95c16\" class=\"textannotation disambiguated wl-thing\">emails<\/span>.<\/p>\n<ul>\n<li>Cold <span id=\"urn:enhancement-256bd1c3\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaign goal: lead generation<\/li>\n<\/ul>\n<blockquote><p>\u201cWe know that a team like yours has great skills but often is limited by time and resources to step up their outbound lead generation. Our tool can help you automate the sending process, so your team members can focus on what they do best \u2013 deal closing.\u201d<\/p><\/blockquote>\n<p>This value proposition is very prospect-centered. It starts with presenting a challenge that many similar teams face in their daily work and presents your product as a solution. The value for prospects, in this case, is the improvement of their workflow efficiency.<\/p>\n<ul>\n<li>Cold <span id=\"urn:enhancement-ef23deab\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaign goal: link building<\/li>\n<\/ul>\n<blockquote><p>\u201cAs I browsed through your blog I noticed that it targets the same kind of audience as mine. I thought that my latest blog post could be worth a read for your readers as it tackles {{Snippet_1}} from a slightly different perspective. It could make a great completion of your article and give the readers a full picture of {{Snippet_2}}.\u201d<\/p><\/blockquote>\n<p>Do you see how accurately this value proposition points to the benefits of this kind of cooperation? Content creators care about the reader&#8217;s experience above all. The opportunity to enhance it is your secret weapon here. Make it the core of your value proposition.<\/p>\n<ul>\n<li><a href=\"https:\/\/woodpecker.co\/blog\/how-to-write-a-cold-email-that-actually-works-six-step-tutorial\/\">Cold <span id=\"urn:enhancement-67b2ff38\" class=\"textannotation disambiguated wl-thing\">email<\/span><\/a> campaign goal: get press mentions<\/li>\n<\/ul>\n<blockquote><p>\u201cOur team is about to release the first tool to {{Snippet_1}} that will change the way small <span id=\"urn:enhancement-b9472897\" class=\"textannotation disambiguated wl-thing\">sales<\/span> teams have been prospecting so far. I believe this piece of news is something your audience is craving to read more about.\u201d<\/p><\/blockquote>\n<p>For a journalist, a blogger or an influencer the biggest value lies in the content that hooks their audience. Prove to them that what you\u2019d like them to publish matches their readers\u2019 or followers\u2019 taste and is worth sharing.<\/p>\n<ul>\n<li>Cold <span id=\"urn:enhancement-2da33d10\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaign goal: build new partnerships<\/li>\n<\/ul>\n<blockquote><p>\u201cHave you thought about extending your app\u2019s functionality by integrating it with a CRM tool? Currently, your customers need to manually import the contact data of their leads and customers to your tool. It would be much more convenient for them if they could do it with just one click.\u201d<\/p><\/blockquote>\n<p>Think about how your potential partner\u2019s <span id=\"urn:enhancement-f552ed0f\" class=\"textannotation disambiguated wl-thing\">business<\/span> goals can match with yours and make it your value proposition. In the example above, seamless user experience is a top priority for an app owner. It\u2019s their goal to improve it. Therefore, the integration of their software with other tools that their customers also use at work would be of great value for them.<\/p>\n<h2>What\u2019s in it for you?<\/h2>\n<p>Except for the points a) to e) above, it\u2019s crucial to remember two great rules about the value proposition in outbound emails:<\/p>\n<ul>\n<li>It\u2019s not about you, it\u2019s about your addressee.<\/li>\n<li>Do not try to sell here.<\/li>\n<\/ul>\n<p>I guess the first test to carry out as soon as you have your first draft ready is to read it to yourself out loud and check if it doesn\u2019t sound salesy or too self-centered. If there\u2019s even a shadow of a doubt \u2013 rewrite it.<\/p>\n<p>Another thing is to make sure the value proposition is smoothly linked with the introduction. You cannot refer to a blog post on weight loss in your intro and offer <a href=\"https:\/\/peoplemanagingpeople.com\/tools\/best-online-payroll-software\/\">online payroll solutions<\/a> or accounting services if you see what I mean.<\/p>\n<p>All parts of your email have to click with one another. The intro links naturally with the value proposition, and the latter is followed by a clear and appropriate CTA.<\/p>\n<p>That\u2019s very important \u2013 otherwise, the message sounds unnatural, confusing and irrelevant. And to make them reply, it has to be the exact opposite, i.e.: natural, clear and relevant.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-1250391715\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-1250391715\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><br \/>\n<aside class=\"cta-ebook-bundle js-cta-ebook-bundle ab-no-11-cta-ebook-bundle\">\n\t<div class=\"cta-ebook-bundle__container\">\n\t\t<div class=\"cta-ebook-bundle__content\">\n\t\t\t<div class=\"u-heading-preset-md-600\">\n\t\t\t\tSign up now and get our exclusive 3-ebook pack\n\t\t\t<\/div>\n\n\t\t\t<div class=\"cta-ebook-bundle__subheading u-heading-sm-400 u-text-l-400@mobile\">\n\t\t\t\t<span class=\"u-text-bg cta-ebook-bundle__accent\">Beginners Bundle<\/span> for free!\n\t\t\t<\/div>\n\n\t\t\t<img src=\"https:\/\/woodpecker.co\/blog\/app\/themes\/woodpecker-blog\/assets\/img\/cta-ebook-bundle-drawing.svg\" alt=\"\" class=\"cta-ebook-bundle__image\">\n\n\t\t\t\n    <form class=\"c-input-button-form js-cta-ebook-bundle-form\" action=\"https:\/\/woodpecker.co\/signup\/?variant=ebook-bundle\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                          \t\t\t\t\tInvalid email format\n\t\t\t\t\n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\" c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n    \t\t\t\t\tGet free TRIAL & ebook pack\n\t\t\t\t\n\n<\/button>        <\/div>\n\n            <\/form>\n\t\t<\/div>\n\t<\/div>\n<\/aside>\n<\/p>\n<h2>FAQ<\/h2>\n<h3>What are best value proposition examples?<\/h3>\n<p>Examples of own value proposition include offering unique benefits, solving specific pain points, and providing competitive advantage. Great value proposition examples showcase clear solutions that align with the target audience&#8217;s needs.<\/p>\n<h3>How to write value emails?<\/h3>\n<p>To write value emails, focus on communicating a compelling value proposition that addresses the recipient&#8217;s specific needs and how your service or product can benefit them, reinforcing the message with a clear call to action.<\/p>\n<h3>What is the value proposition of communication?<\/h3>\n<p>Good value proposition of communication is to effectively convey the unique benefits and solutions a company offers, enhancing customer understanding and engagement through targeted marketing strategies.<\/p>\n<h3>What is a value email?<\/h3>\n<p>A value email explicitly outlines the benefits or advantages of a product or service, tailored to meet the needs of existing customers or potential customers, using a strong value proposition to drive engagement.<\/p>\n<h3>What are the golden rules of email?<\/h3>\n<p>The golden rules of email include being clear and concise, maintaining professionalism, aligning the content with your marketing strategy, and consistently providing value to your target customers.<\/p>\n<h3>How important is email?<\/h3>\n<p>Email is crucial in marketing efforts as it provides a direct and cost-effective channel to communicate with both existing customers and potential customers, supporting overall marketing strategies. Best value propositions usually come with value proposition template.<\/p>\n<h3>What is the value of email marketing?<\/h3>\n<p>The value of email marketing lies in its ability to reach a broad audience at a low cost, providing measurable results and the ability to tailor messages to the needs of specific segments of your target audience.<\/p>\n<h3>How to write a powerful email?<\/h3>\n<p>To write a powerful email, start with a clear value proposition statement that articulates the unique value proposition of your offering, address the recipient&#8217;s pain points, and close with a persuasive call to action.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The value proposition is probably the most difficult part to craft well in an email. Why? \u2018Cause if it sounds even a bit salesy \u2013 the prospect may get scared off. Too blurry \u2013 the addressee may not get what we want from them and become disinterested. Too personal \u2013 it may just seem creepy. So how should it sound so the recipient gets actually intrigued and wants to reply?<\/p>\n","protected":false},"author":17,"featured_media":7045,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Write Value Proposition in Cold Email?<\/title>\n<meta name=\"description\" content=\"How to tell your addressees what you want from them? Learn to write a clear and relevant value proposition that is not salesy and self-centered.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woodpecker.co\/blog\/value-proposition-how-to-tell-my-addressee-what-i-want-from-them\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Write Value Proposition in Cold Email?\" \/>\n<meta property=\"og:description\" content=\"How to tell your addressees what you want from them? 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