A value proposition is something every small business needs. But what is a value proposition, and how do you create a strong one?
What is a value proposition?
A value proposition is a statement that summarizes why someone should buy your product or service. It’s an easy-to-understand statement that explains how a product solves a pain point, communicates its specific benefits, and states the reason why it’s better than competitors.
It should always be displayed on your website and in other consumer touch points, or marketing materials. It should also be intuitive and easily understood.
How to write a good value proposition
A strong value proposition is concise and appeals to a customer’s strongest decision-making drivers. It can follow different formats, as long as it’s unique to your company and to your customers. 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 recommend the following formula:
- Headline. What’s the end-benefit you’re offering, in one short sentence? You can mention the product and/or the customer. Make this headline attention-getting
- Sub-headline 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.
- Visual. Images communicate much faster than words. Show the product, the hero shot or an image reinforcing your main message.
Not sure if your value proposition covers all the necessary bases? Check whether it answers the questions below:
- 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?