A ‘value proposition’ is the thing that a customer actually wants to buy from you. Your product might be just a way to get the thing they really want.
Your value proposition will be different for each type of customer. Different types of customers have different motivations.
There are only five main reasons why people don’t buy: no need, no desire, no money, no trust, no rush.
Identifying which of these is the reason people are not buying your product will show you where you need to focus your marketing activity.

You can use the comments on test social media adverts to get true feedback on why people are not buying your product.
An initial ‘no thank you’ doesn’t mean that person isn’t interested in becoming a customer.
Customers now make up their minds without getting in touch with you – you need a way to identify and engage these ‘invisible buyers’ before they choose your competitor.
Don’t start a business, start a movement. Your tribe will be the key to your success.