What’s on your Prospect Head?

Tip from growth hacker Matt Lerner: A workshop to test your value proposition.

It’s not about what you say but how you say it. Learn to craft messages that truly matter to your prospects.

Solution ideas are great. They’re exciting, they’re energizing, and they make us feel optimistic about the future.

But here’s the catch—they don’t mean much if they don’t resonate with the people you’re trying to serve.

Why does this happen?

It’s easy to get so wrapped up in our own ideas that we lose sight of what really matters to our audience.

We’re in love with our solutions, but if we’re not careful, we might overlook the real concerns and desires of the people we want to help.

Your prospects aren’t thinking about product features or marketing lingo. Their minds are filled with anxieties, fears, doubts, hopes, dreams, and struggles.

You could have the most incredible offer in the world, but if your message doesn’t hit home, it’s like hearing a tree fall in the rainforest—it might make a loud noise, but if no one’s listening, would it help you move forward?

How to Test Value Proposition with Headlines

Step 1: Gather Your Team

First things first, let’s get your team together. Whether you’re in the office or on a virtual call, this step is all about collaboration. The more minds, the better!

Your audience’s hopes and fears should shape your message. Here’s how to transform your ideas into solutions they can’t ignore.

Step 2: Set Up Your Table 

Grab a whiteboard or a big sheet of paper and draw a simple five-column table. Label each column with these prompts:

• I want to...

• I wish it were easier to...

• I hate it when...

• I’m tired of...

• Why can’t I just...

Step 3: Brainstorm Ideas 

Now, it’s time to let the creativity flow. Ask your team to think like your customers and jot down as many ideas as possible. One idea per sticky note—no holding back! Encourage everyone to dig deep into the frustrations, desires, and unmet needs that your product or service could address.

Pro Tip: If you haven’t done thorough customer research yet, this exercise is a great way to test your assumptions and gain fresh insights.

Step 4: Vote for the Best Ideas

Got a bunch of sticky notes filled with ideas? Awesome! Now, let’s narrow it down. Have your team vote on the top three ideas they believe will resonate the most with your target audience. This is where you start to see which pain points or desires stand out.

Step 5: Craft Your Headlines 

Take the top five ideas and turn them into headlines by completing the sentence: “Now you can...” 

For example, if someone wrote, “I wish I could create a custom ad in 1 hour,” you’d flip it to, “Now you can create a custom ad in 1 hour.” Another example might be, “Why can’t I generate leads faster?” which becomes, “Now you can generate leads faster.”

Step 6: Run Your Experiment

It’s time to put those headlines to the test. Create a simple ad design and run A/B tests with the different headlines you’ve created. For instance, your ads might read: “Create a custom ad in 1 hour” and “Generate leads faster.”

So, what’s next?

Take what you’ve learned and apply it to your project (product, service, digital offer) and see how it fits into your customer journey.

Remember, the difference between a good value proposition and a great one is just a few words—and those words could be the key to your next big win.

Source: Matt Lerner,