A value proposition is a statement we use in business to summarize why a consumer (or business if your customers are other businesses) should buy your product or service. It’s an easy-to-understand statement that explains how a product solves a pain point, communicates the specifics of its added benefit and states the reason why it’s better than similar products on the market. The ideal value proposition is concise and appeals to a customer’s strongest decision-making drivers.
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
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:
- Headline. 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.
- 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.
Evaluate your value proposition by checking 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?