*Going viral is not a strategy... this is.*<p>Let's talk about creating an Ideal Customer Profile (ICP) and value propositions.<p>*Here’s the reality:*
Over and over, I’ve seen startups struggle to get users, and the root cause is almost always the same—they haven’t nailed their value propositions.<p>They want to move fast. So they just create ads and hope.
Or they chase TikTok viral spikes like it’s a golden ticket - that’s going to solve all problems.<p>Bad value props lead to bad copy. Bad copy leads to bad results. And then you wonder:<p>“Why are NO users are coming through the door?”<p>*Why do value props and your ICP matter?*
When your value propositions aren’t clear, two things happen:<p>1. Your copy converts poorly.
2. You pick the wrong channels to test.<p>The result? You don’t get users.<p>*Here’s the thing:*
Startups often <i>think</i> they understand why users want their product. But they miss crucial details about why users <i>actually</i> want it. This disconnect means their positioning doesn’t land, their marketing efforts fall flat, and ultimately, customers don’t convert.<p>*So, what’s the solution?*
By walking through a process to create your value props, you’ll avoid these blind spots. You’ll build a sharper intuition for which experiments will succeed and learn what copy resonates with your audience.<p>*But there’s more:*
This isn’t just about fixing immediate problems. By sharing why people use your product, we can strategize more effectively and provide better feedback. And if you ever onboard someone new—a contractor, an agency, a new hire—you can share this sheet to get <i>them</i> up to speed quickly.<p>This work is FOUNDATIONAL.<p>Skip at your peril.<p>Get it right and well, IYKYK.<p>Let’s stop chasing virality and start focusing on the fundamentals that drive sustainable growth.