Create a value proposition for your business with this easy formula

A value proposition is an easy-to-understand reason why a customer should purchase a product or service from you. Value propositions can follow different formats, as long as they’re unique to your company and to your customers.

Generally speaking, the value proposition is usually a block of text (a headline, sub-headline and one paragraph of text) with a visual (photo, hero shot, or graphics). There is no one right way to go about it, but we suggest you start with the following formula:


What is the end-benefit you’re offering, in one short sentence? You can mention the product and/or the customer. Build in an attention grabber.


(Or a two to three sentence paragraph.) A specific explanation of what you do/offer, for whom and why is it useful.

Three bullet points

List the key benefits or features.


Images communicate much faster than words. Show the product, the hero shot or an image reinforcing your main message.

Evaluate your value proposition

Now that you’ve got a rough idea of the formula of a value proposition, evaluate yours by checking whether it answers these questions:

  • What product or service is your company selling?
  • What is the end-benefit of using it?
  • Who is your target customer for this product or service?
  • What makes your offering unique and different?

Using the headline-paragraph-bullets-visual formula, you can get yourself well on your way to creating a clear, solid, and compelling value proposition for your small business.

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