How to Create a Value Proposition That Works | Zoltan Vardy - 1937

Do you ever struggle to explain what you do in a way that clicks with prospects? My guest, Zoltan Vardy, is here to help. In this episode, he walks us through a live roleplay to demonstrate how you can clearly articulate your company’s value and get your message across with ease. Grab a pen and paper—you’ll want to jot down his simple, practical framework.

Meet Zoltan Vardy

· Zoltan Vardy is a B2B sales advisor, author, and speaker who helps founders accelerate their revenue growth by sharpening their focus and structuring their sales to scale faster.

· He’s generated $2 billion in sales over his 30 years as a C-suite executive and entrepreneur and has helped 200+ startups in 26 countries close high-ticket deals using The Launch Code sales framework — also the foundation of his book on founder-led sales.

· Zoltan has had successful exits as a founder and investor and is chairman of Antavo, an enterprise SaaS tech company.

The Sales Messaging Problem

· Salespeople and founders often list features and benefits when talking to customers, but this can overwhelm prospects with technical jargon, leaving them feeling confused.

· With so much noise in today’s digital world, clarity and brevity are more important than ever.

Zoltan’s Five-Step Value Proposition Framework

· Zoltan shares his five-question framework to craft a powerful value proposition:

o Identify the Problem: What is your target customer struggling with? What question are they asking themselves that your business answers?

o Define the Target Customer: Who are you trying to help? What are the key traits of these companies or individuals?

o Describe Your Product/Service: What is your offering in clear, simple terms?

o Highlight the Key Benefit: What is the main advantage your customer gains from working with you?

o Clarify Your Competitive Advantage: What makes your solution uniquely compelling and difficult for competitors to copy?

Live Walkthrough: Crafting a Value Proposition for Blue Mango

· I volunteer my own production company, Blue Mango, as a case study. Together, we dive into each step, discussing:

o The challenges faced by traditional manufacturing companies in creating engaging content

o The needs of marketing leaders at these firms for more lead generation and greater brand authority

o The importance of defining Blue Mango as a content production agency with a sales focus

o The main benefits: saving clients time and generating qualified leads

o Blue Mango’s competitive advantage: expertise in integrating sales strategy with content production

The Final Value Proposition

· Using Zoltan’s structure, they draft a clear, compelling value proposition for Blue Mango:

o “Blue Mango is a content production agency that helps traditional manufacturers generate leads by building a turnkey service that delivers social media and podcast content focused on supporting sales.”

· Zoltan emphasizes that this message is succinct, easily repeatable in any setting, and serves as a launchpad for deeper conversation.

Tips for Refining Your Message

· Keep the language natural—imagine explaining what you do to a bright 12-year-old.

· Avoid cramming in too many details or buzzwords.

· Test your value proposition in real conversations and refine it as you go.

· Remember: the purpose is to spark curiosity and open the door to further discussion, not explain everything at...