Make every claim answer the prospect’s unspoken ‘So what?’. Practice turning features into differentiated outcomes that matter to your ICP.
What does the “So‑What” test force you to do in a value proposition?
List as many features as possible.
Link each claim to a specific customer outcome that matters to the ICP.
Avoid naming competitors or alternatives.
Guarantee results without evidence.
Which version best reflects a strong value proposition?
“The leading platform for enterprises.”
“Cut invoice processing time by 40% so finance closes faster and frees cash.”
“World‑class AI that streamlines workflows.”
“Modern UX for better synergy.”
What strengthens credibility of a bold value claim?
Independent proof such as quantified case studies or validated benchmarks.
Adding extra adjectives and buzzwords.
Using all‑caps and exclamation points.
Avoiding any numbers to stay flexible.
Which component is LEAST essential in a first‑line value proposition?
A detailed product architecture diagram.
Differentiator versus alternatives.
Target customer definition.
Primary problem/outcome promised.
Which tactic helps move from feature to outcome?
Listing every SDK method in the headline.
Repeating the word ‘innovative’ three times.
Hiding pricing to create intrigue.
Benefit laddering from capability → impact → business result.
For economic buyers, which benefit dimension often matters most?
Team‑building and swag options.
Vendor social media follower count.
Button shapes and iconography.
Financial impact such as cost reduction, risk mitigation, or revenue lift.
What is a practical way to A/B test a value proposition quickly?
Ask internal teams which headline they prefer.
Run landing page variants and compare qualified conversion and pipeline generated.
Increase ad budget until CTR rises.
Change logo colors and monitor bounce rate.
Which phrasing best passes the ‘So‑What’ test?
“Next‑gen protection for modern enterprises.”
“Seamless endpoint visibility.”
“Detect threats 3x faster so your team prevents breaches before downtime.”
“AI‑powered cybersecurity platform.”
What role does differentiation play in a value proposition?
It shows why your way achieves the outcome better than alternatives.
It should list every feature you have.
It is optional if you have a large TAM.
It replaces the need for outcomes entirely.
What should you do if a claim fails the ‘So‑What’ test?
Keep it and add more adjectives.
Hide it in footnotes to reduce scrutiny.
Rewrite it to state a concrete outcome or remove it.
Guarantee success to compensate.
Starter
Focus every claim on an outcome your ICP cares about, not a feature list.
Solid
Strong messaging instincts—add quantified proof and test on real traffic for validation.
Expert!
Masterful: your propositions are outcome‑led, differentiated, and backed by evidence.
