{"id":16940,"date":"2023-04-04T14:00:30","date_gmt":"2023-04-04T14:00:30","guid":{"rendered":"https:\/\/viafoura.com\/blog\/aperfeicoe-a-sua-proposta-de-valor-para-converter-mais-leitores-em-subscritores\/"},"modified":"2025-08-21T17:32:42","modified_gmt":"2025-08-21T17:32:42","slug":"aperfeicoe-a-sua-proposta-de-valor-para-converter-mais-leitores-em-subscritores","status":"publish","type":"post","link":"https:\/\/viafoura.com\/pt-br\/blog\/aperfeicoe-a-sua-proposta-de-valor-para-converter-mais-leitores-em-subscritores\/","title":{"rendered":"Aperfei\u00e7oe a sua proposta de valor para converter mais leitores em subscritores"},"content":{"rendered":"<p> <\/p><blockquote>This article wrapped up: <ul> <li>The value proposition canvas helps you define your customer&#8217;s profile and pair this with your product\/service to ensure your premium offers provide value<\/li> <li>The Golden Circle framework will allow you to work on your why, what and how<\/li> <li>Starting with the why is how you&#8217;ll best define a value proposition that matches your audience&#8217;s needs<\/li> <li>Defining your value proposition is by no means easy and yet it is THE essential preliminary step to work through before launching or re-launching a premium strategy<\/li> <\/ul> <\/blockquote> \n<p> <\/p><h2>Rapidamente, o que \u00e9 uma proposta de valor?<\/h2> \u00a0 <div class=\"restricted-content\" data-poool-mode=\"excerpt\" data-poool=\"80\"> A value proposition is a statement that summarizes why someone should purchase your product or service. It refers to the value that you are providing to your customers should they choose to purchase from you. It\u2019s therefore hugely important and plays a significant role in whether users will partake in any exchanges of value (e.g. subscribe or register to your site).Given this, how can you even begin to sell a product or service without first defining what it is that you\u2019re selling and how you\u2019re providing value to your customers? In this article, we\u2019ll work through Poool\u2019s method of defining a value proposition, ensuring that you can write conversion texts, build offer pages and create promotional campaigns with ease. Let\u2019s break this down into 2 steps: <ul> <li>Define the content and benefits of your offer<\/li> <li>Work on your why, how and what.<\/li> <\/ul> <h2>Defina o conte\u00fado e os benef\u00edcios da(s) sua(s) oferta(s)<\/h2> We propose to work from a framework initially developed by Dr. Alexander Osterwalder, The Value Proposition Canvas, built for ensuring that a product is adapted to its market. The canvas is divided into two sections: customer profile and value proposition. <\/div> \n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/Value-proposition-1-1-642x454-1.png\" alt=\"\"\/>\n<\/figure><p><strong>Perfil do cliente<\/strong>: Comece sempre com o cliente, pois ele est\u00e1 no centro do seu valor como empresa. Tamb\u00e9m \u00e9 prov\u00e1vel que voc\u00ea tenha diferentes segmentos de clientes, cada um com suas pr\u00f3prias necessidades, desejos e interesses, por isso \u00e9 importante preencher um perfil de cliente exclusivo para cada segmento.  <\/p><ul> <li><strong>Gains<\/strong>: the benefits that customers expect and need from you. These should appeal to their interests and make them more likely to embrace your value proposition<\/li> <li><strong>Job-to-be-done<\/strong>: this refers to the operational, social and emotional tasks that a client must carry out. It involves any problems they have to solve and what they hope to satisfy<\/li> <\/ul> <blockquote class=\"wp-block-quote\">\u201cWhat social, emotional, and functional jobs does your customer do on a daily basis? They have some functional jobs that you probably know about. But you\u2019ll also need to uncover how they do that job, how they feel, and what social qualities come into play. For instance, a parent with the job of driving a child to school may also have functional jobs of getting them there on time, ensuring they\u2019re fed throughout the day, making sure they\u2019re not looking like an outcast (social standing may be important), providing the feeling of being loved and appreciated, etc. Ask enough \u201cwhys\u201d and you\u2019ll get this info.\u201d <cite><a href=\"https:\/\/www.businessmodelsinc.com\/about-bmi\/tools\/value-proposition-canvas\/\" target=\"_blank\" rel=\"noreferrer noopener\">Business Models Inc.<\/a><\/cite><\/blockquote> <ul> <li><strong>Pains<\/strong>: these are the difficulties and negative experiences faced by the customer when trying to get the job done<\/li> <\/ul> <strong>Value proposition<\/strong>: here we turn to your product or service and how it fits with the above. <ul> <li><strong>Gain creators<\/strong>: how does the product or service meet the customer\u2019s needs and how does it provide them with value?<\/li> <li><strong>Pain reliever<\/strong>: how does the product or service solve the pain and difficulties that a customer may encounter whilst carrying out this task?<\/li> <li><strong>Product or service<\/strong>: what is the product or service that creates value, solves problems and justifies the creation of value for the customer?<\/li> <\/ul> Once these are defined, the question comes down to how this tool can be applied to content producers. We propose\u2026\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/questionnaire.png\" alt=\"\"\/>\n<\/figure><p> <\/p><h2>2. Trabalhe sobre o seu porqu\u00ea, o qu\u00ea e como<\/h2> For this second section, we\u2019re going to work from\u00a0<strong>The Golden Circle framework<\/strong>\u00a0laid out by Simon Sinek. If you\u2019re unfamiliar with his work, we\u2019d recommend having a\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=Jeg3lIK8lro\" target=\"_blank\" rel=\"noreferrer noopener\">watch of this video<\/a>. Although it was posted in 2009, the concepts are still relevant and useful today given that so few businesses are aware of how to define their why, what and how. The circle is divided into 3 parts: what, how and why.\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/why-how-what.png\" alt=\"\"\/>\n<\/figure><p><strong>O que<\/strong>: O que \u00e9 que se faz? Isto deve ser muito (muito) f\u00e1cil de responder. Em uma revista, por exemplo, voc\u00ea publica artigos, colunas, pesquisas etc. em vers\u00f5es impressas e digitais <strong>:<\/strong> Como voc\u00ea faz isso? Com o que as pessoas, ferramentas, foco, qualidade, layout, etc. Novamente, isso deve ser simples de responder e, acima de tudo, estritamente definido dentro da sua equipe <strong>:<\/strong> Por que voc\u00ea faz isso? Um pouco mais complicado e infelizmente n\u00e3o simplesmente como uma forma de ganhar dinheiro. A monetiza\u00e7\u00e3o \u00e9 o resultado e n\u00e3o o porqu\u00ea. Em vez disso, \u00e9 aqui que voc\u00ea define o que vai dizer aos seus clientes em potencial para que eles paguem em troca de seus produtos ou servi\u00e7os:  <\/p><ul> <li>Why does this structure exist?<\/li> <li>Why do you get up in the morning?<\/li> <li>Why should people be interested in what you do?<\/li> <li>Why are you useful?<\/li> <li>What makes you different from others in the industry?<\/li> <li>What do you bring to your reader to make them spend time with you?<\/li> <\/ul> Most businesses start by answering the obvious questions (on the outside of the circle) and then work their way in towards the center. This leads to simple messaging such as <em>\u201cSubscriber to access all our articles!\u201d<\/em> But, of course, you can do better. This is why more successful companies go the other way around,\u00a0<strong>starting from the center (the why) and moving outwards.<\/strong> <h3>Poynter<\/h3> \n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/poynter.png\" alt=\"\"\/>\n<\/figure><p><em>O que eles trazem para o leitor?<\/em> Um come\u00e7o de dia inteligente <em>Por que os usu\u00e1rios devem se inscrever?<\/em> Informa\u00e7\u00e3o e inspira\u00e7\u00e3o <em>Seguido do qu\u00ea<\/em> &#8211; o boletim informativo do Poynter  <\/p><h3>Alternatives Economiques<\/h3> \u201cThe media that belongs to\u00a0<s>a millionaire<\/s>\u00a0its employees. Alternatives Economiques is an exception to most in the publishing industry: our cooperative belongs to its employees and readers. By subscribing, you\u2019re helping us to preserve this valuable independence!\u201d\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/alternatives-economiques.png\" alt=\"\"\/>\n<\/figure><p><em>Por que voc\u00eas publicam conte\u00fado? <\/em>Para fornecer jornalismo independente <em>O que torna voc\u00ea diferente de outros no setor?<\/em> A m\u00eddia \u00e9 propriedade de seus funcion\u00e1rios e leitores <em>Como voc\u00ea faz o que faz?<\/em> Gra\u00e7as aos assinantes (como o leitor, esperamos) e aos funcion\u00e1rios (isso repercute no leitor que tamb\u00e9m \u00e9 funcion\u00e1rio em algum lugar)  <\/p><h3>The Independent<\/h3> \n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/independent.png\" alt=\"\"\/>\n<\/figure><p><em>O que voc\u00ea oferece ao seu leitor para que ele passe mais tempo com voc\u00ea?<\/em> Insights, informa\u00e7\u00f5es e ideias\/inspira\u00e7\u00e3o <em>O que torna voc\u00ea diferente?<\/em> A perspectiva independente, uma vis\u00e3o \u00fanica das not\u00edcias Observe a falta de uma men\u00e7\u00e3o espec\u00edfica a &#8220;o qu\u00ea&#8221; &#8211; o produto em si, a assinatura.  <\/p><h3>The New Zealand Herald<\/h3> \n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/nzherald.png\" alt=\"\"\/>\n<\/figure><p><em>Porque deveriam as pessoas estar interessadas no que faz?<\/em>  N\u00e3o apenas compartilhando uma hist\u00f3ria, mas de todos os \u00e2ngulos  <\/p><h3>La diaria<\/h3> \u201cSubscribe to the diaria that depends solely on you\u201d\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/diaria.png\" alt=\"\"\/>\n<\/figure><p><em>Porque \u00e9 que esta estrutura existe?<\/em>  Agradecimentos ao leitor (personaliza\u00e7\u00e3o sint\u00e9tica com &#8220;voc\u00ea&#8221;)  <\/p><h3>The Wall Street Journal<\/h3> \n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/wall-street-journal.png\" alt=\"\"\/>\n<\/figure><p><em>Por que voc\u00eas publicam conte\u00fado?<\/em> Para fornecer um jornalismo confi\u00e1vel que resolva um ponto problem\u00e1tico para os leitores <em>. O que diferencia voc\u00ea de outros no setor? <\/em>O leitor toma decis\u00f5es diariamente, e o WSJ o ajudar\u00e1 a tomar decis\u00f5es mais informadas, com mais facilidade, por meio de jornalismo confi\u00e1vel, o que implica conte\u00fado bem pesquisado escrito por especialistas.  <\/p><div class=\"sc_layouts_iconed_text\"><\/div> \n<p>Este artigo foi originalmente publicado por <a href=\"https:\/\/www.theaudiencers.com\">The Audiencers<\/a>. The Audiencers \u00e9 uma publica\u00e7\u00e3o B2B de Poool, The Membership and Subscription Suite, uma plataforma simples, tudo-em-um para os produtores de conte\u00fados digitais converterem, gerirem e manterem os seus membros e subscritores. Saiba mais em <a href=\"https:\/\/poool.tech\/\">poool.tech<\/a> ou <a href=\"https:\/\/calendly.com\/poool-tech\/meet?month=2023-02\">marque uma demonstra\u00e7\u00e3o gratuita<\/a> com a sua equipa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This article wrapped up: The value proposition canvas helps you define your customer&#8217;s profile and pair this with your product\/service to ensure your premium offers provide value The Golden Circle framework will allow you to work on your why, what and how Starting with the why is how you&#8217;ll best define a value proposition that [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6141,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[128,129],"tags":[],"class_list":["post-16940","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inteligencia-de-publico-pt-br","category-noivado-pt-br"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Viafoura | Aperfei\u00e7oe a sua proposta de valor para converter mais leitores em subscritores<\/title>\n<meta name=\"description\" content=\"This article wrapped up: The value proposition canvas helps you define your customer&#039;s profile and pair this with your product\/service to ensure your\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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