Your company\u2019s value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor.<\/p>\n<\/p>\n
So how do you actually write a value proposition statement that’s strong enough to lift conversion rates and sales? In this article, you\u2019ll learn the definition of a value proposition, what a value prop isn’t, examples of some of the best value props we\u2019ve seen, and tactics to create amazing value props.<\/p>\n
<\/a> What is a value proposition?<\/a> <\/a> <\/p>\n Ready to dive in?<\/p>\n<\/p>\n Value propositions are one of the most important conversion factors. A great value proposition could be the difference between losing a sale \u2014 and closing it.<\/p>\n For that reason, it\u2019s important to create one that accurately represents your products and services and makes it clear why you\u2019re the best choice. However, writing it from scratch is hard. Download our templates below so you can follow along with the rest of the post.<\/p>\n<\/p>\n Your value proposition is a unique identifier for your business. Without it, buyers won\u2019t have a reason to purchase what you sell. They may even choose a competitor simply because that business communicates its value proposition clearly in its marketing campaigns<\/a> and sales process<\/a>.<\/p>\n That said, you might think: Isn\u2019t my value prop interchangeable with, say, my slogan?<\/em><\/p>\n Nope. It\u2019s easy to confuse your value proposition with other similar brand assets<\/a>, such as your mission statement, slogan<\/a>, or tagline. We break down the differences below.<\/p>\n <\/a> <\/p>\n Your value proposition details what you offer customers and why they should choose you, while a mission statement details your objective as an organization. While the two can have points in common, a value prop is more product- and service-oriented while a mission statement is more goal-oriented.<\/p>\n Here are two examples for HubSpot and our CRM platform:<\/p>\n Value Proposition:<\/strong> \u201cAn easy-to-use CRM.\u201d<\/p>\n Mission Statement:<\/strong> \u201cTo help businesses grow better.\u201d<\/p>\n A slogan is a short, catchy statement that brands use in marketing campaigns to sell a specific product. While your value proposition wouldn\u2019t necessarily go in an ad (at least, not usually), a slogan would. The most important thing to note is that a company can have different slogans for different campaigns or products.<\/p>\n Here are two examples from De Beers Group:<\/p>\n Value Proposition:<\/strong> \u201cExquisite diamonds, world-class designs, breathtaking jewelry.\u201d<\/p>\n Slogan<\/strong>: \u201cA diamond is forever.\u201d<\/p>\n A tagline is a short statement that embodies a certain aspect of your brand or business. While a value proposition is more concrete, a tagline can represent a concept or idea that your business stands for. Most businesses have only one tagline that is instantly recognizable and connected to their brand.<\/p>\n Here\u2019s an example from Apple:<\/p>\n Value Proposition<\/strong>: \u201cThe best experiences. Only on Apple.\u201d<\/p>\n Tagline<\/strong>: \u201cThink Different.\u201d<\/p>\n Now, let\u2019s look at an example of a business that has all four: Nike. Remember that slogans can differ depending on the campaign.<\/p>\n Value Proposition<\/strong>: \u201cCustomizable performance or lifestyle sneakers with unique colorways and materials.\u201d<\/p>\n Mission Statement:<\/strong> \u201cTo bring inspiration and innovation to every athlete in the world.\u201d<\/p>\n Slogan<\/strong>: \u201cTwice the guts. Double the glory.\u201d<\/p>\n Tagline<\/strong>: \u201cJust do it.\u201d<\/p>\n TLDR; While your value prop should help differentiate you from the rest of the industry, keep in mind it’s not a slogan<\/a>, tagline, or mission statement. Those types of copy are important accessories to your brand, but your potential customers and employees don’t choose one business over the other solely based on these elements.<\/p>\n Your value proposition goes deep into the problems you want to solve for buyers, and what makes your product or service the perfect solution.<\/p>\n Now, before you write the statement itself, it\u2019s important to create a value proposition canvas.<\/p>\n <\/a> <\/p>\n Taking these three elements into consideration, you’ll be able to make your own after you build a value proposition canvas.<\/p>\n<\/p>\n The value proposition canvas is made up of two major components: the customer profile and the value map.<\/p>\n Here\u2019s how to make one:<\/p>\n The customer profile makes up the first half of the value proposition canvas. When performing this exercise, you\u2019ll want to start with this section first so that their wants and needs can influence the overall value proposition canvas.<\/p>\n The customer profile consists of three areas:<\/p>\n What is the task your customer needs to complete or the problem they\u2019re trying to solve with your product or service? The answer to this question sums up the \u201ccustomer job\u201d or the purpose of your product or service in the eyes of the customer.<\/p>\n \u201cExpectations\u201d are also referred to as \u201cgains\u201d \u2014 in other words, what your customer is hoping to gain from doing business with you. No matter what you sell, your ideal customer will have an expectation of what that product or service will do for them. In this section, you\u2019ll use research to explain what your customers expect from you in order to purchase your product.<\/p>\n As your customer completes their \u201ccustomer job,\u201d what pains do they experience? Do they take any risks while they do the customer\u2019s job? Do they experience any negative emotions? These pain points should be considered so that you include the most helpful products and services on the value map side of the value proposition canvas.<\/p>\n In this section of the value proposition canvas, three specific sectors help describe what the business offers to the customer.<\/p>\n These are features your products or services have that make the customer happy. Think creatively about the elements of happiness your customers experience. Consider their financial and social goals as well as their psychographics<\/a>.<\/p>\n In the section above, we discussed customer pains. This section will define exactly how your business will help them overcome those pain points.<\/p>\n While this section won\u2019t list every single product or service your company offers, it should include the ones that will create the most gain and alleviate the most pains for your customers.<\/p>\n Once you\u2019ve completed the value proposition canvas exercise, the next step will be to determine how your value proposition fits within the customer profile. To do this, you\u2019ll use a ranking process that prioritizes products and services based on how well they address the customer profile.<\/p>\n All together, your value proposition canvas should look like this:<\/p>\n<\/p>\n Next up, let\u2019s go over the elements you should include in your value proposition when you\u2019re creating it and publishing it on your website.<\/p>\n <\/a> <\/p>\n Your value proposition will most often appear on your website. While you can include it on marketing campaigns and brochures, the most visible place is your home page and, if you\u2019d like, your product pages.<\/p>\n There are three main elements of a value proposition: the headline, the subheadline, and a visual element.<\/p>\n The headline of your value proposition describes the benefit the customer will receive as a result of making a purchase from your business. The headline can be creative and catchy, but it should be clear and concise, first and foremost.<\/p>\n The subheadline or paragraph should explain in detail what your company offers, who it serves, and why. In this section, you can elaborate on the information in the headline.<\/p>\n In some cases, a video, infographic, or image may convey your value proposition better than words alone can. Enhance your message with these visual elements to capture your audience\u2019s attention.<\/p>\n To better visualize these tools, here are a couple templates to follow when formatting a value proposition.<\/p>\n <\/a> <\/p>\n <\/a>Download for Free<\/a><\/p>\n We’ve crafted 15 templates to help you create an amazing value proposition for your brand \u2014 and pairing each of them with an example of how they may look for a real business. Click here<\/a> to download these free value proposition templates for your business.<\/p>\n <\/a> <\/p>\n Now that we\u2019ve reviewed the elements, visual tools, and templates \u2014 let\u2019s look at some brand examples that effectively identify and satisfy its customer needs.<\/p>\n<\/p>\n Because value propositions are typically internal information and rarely stated publicly, finding a value proposition example to model yours after can be difficult. We\u2019ve taken the liberty of using the value proposition canvas and applying it to some successful companies that have been recognized by the American Customer Satisfaction Index<\/a> (ASCI).<\/p>\n In these examples, you\u2019ll see real-world instances of customer gains and pains aligned with well-known products and services offered by these companies.<\/p>\n Headline<\/strong>: “An easy-to-use CRM.”\u00a0<\/p>\n Subheadline\/Paragraph<\/strong>: “HubSpot\u2019s CRM platform has all the tools and integrations you need for marketing, sales, content management, and customer service.”<\/p>\n Visual Element<\/strong>:<\/p>\n<\/p>\n Most companies can benefit from using a CRM \u2014 even freelance businesses and small family-owned firms. The problem is that most systems are over-complicated and cobbled together, not to mention expensive.<\/p>\n HubSpot\u2019s value proposition aims to target active CRM users who are tired of handling over-complicated systems, and beginners who are intimidated by legacy options. To that end, the product\u2019s value proposition emphasizes its ease-of-use and ability to synchronize different teams across the business. The brand includes an image of a smiling woman to show what it would be like to use the product in your team (hint: it\u2019s so easy, it\u2019ll make you smile).<\/p>\n Customer Jobs<\/strong>: HubSpot customers need to effectively enable their sales teams to do their best work while avoiding complicated workflows. Gain Creators<\/strong>: The HubSpot CRM platform offers streamlined contact management software and productivity tools that will help sales teams do their best work. Headline:<\/strong> “Manage Your Home Deliveries”<\/p>\n Subheadline\/Paragraph:<\/strong> Sending and receiving packages is convenient and safe for individuals who want to ship ideas and innovations across the globe.<\/p>\n Visual Element:<\/strong><\/p>\n<\/p>\n Image Source<\/a><\/p>\n If you own a business, shipping and packaging prpoducts is likely a significant part of your operations, but it can be a time-consuming, labor-intensive, and plain inconvenient process. If you\u2019re a consumer, you\u2019ve likely experienced driving to a shipping office to get your package after a missed delivery. Both of these are significant pain points for FedEx\u2019s target customers.<\/p>\n FedEx\u2019s value proposition makes it clear that it will make managing your deliveries much, much easier \u2014 whether you\u2019re a business or a consumer.<\/p>\n Customer Jobs: <\/strong>FedEx customers want to share ideas and innovations with other individuals by shipping goods around the world. Gain Creators:<\/strong> Customers can drop off their FedEx packages at places they shop most like Walgreens or Dollar General, and have peace of mind knowing where their package is at all times. Headline:<\/strong> “State-of-the-art Living Experience”<\/p>\n Subheadline\/Paragraph:<\/strong> LG SIGNATURE delivers an innovative product design that creates an exceptional living experience for people who want to achieve a state-of-the-art living experience.<\/p>\n Visual Element:<\/strong><\/p>\n<\/p>\n Image Source<\/a><\/p>\n The right home appliances can make your at-home experience easy and hassle-free \u2014 or it can quickly create headaches with low power efficiency and outdated features. In its value proposition, LG targets customers who are willing to spend just a little more on the right appliance in exchange for a comfortable, hassle-free, and luxurious experience.<\/p>\n Even the imagery helps you imagine what your life would be like after purchasing an LG appliance.<\/p>\n Customer Jobs:<\/strong> LG customers want simple, yet innovative technology that helps them achieve a state-of-the-art living experience. Gain Creators:<\/strong> Customers can use technology to enhance their home experience without needing to read a manual. Headline:<\/strong> “The most adventurous, most reliable, safest, best Subaru Outback ever.”<\/p>\n Subheadline\/paragraph:<\/strong> The 2022 Subaru Outback takes drivers to the most adventurous places in style with the most advanced safety technology.<\/p>\n Visual element:<\/strong><\/p>\n<\/p>\n Image Source<\/a><\/p>\n Subaru knows that its target audience uses its Outback SUVs for outdoor adventures. So in its value proposition, it makes it clear that the Outback will help its drivers go off the road safely and in style. Even more, it states as much right in the headline.<\/p>\n If I were a potential Subaru customer, I\u2019d know exactly what I\u2019m getting from that headline alone. That\u2019s why it\u2019s so important to think about your wording, because it\u2019s likely the first thing potential buyers will see.<\/p>\n Customer Jobs: <\/strong>Subaru customers want to explore the world\u2019s most adventurous places in a reliable and safe vehicle Gain Creators:<\/strong> Subarus have a stylish exterior and interior with ample ground clearance that protects the vehicle against damage from the environment and advanced technology to reduce crashes and make long road trips safer. Headline:<\/strong> “Get Ready to Unfold Your World”<\/p>\n Subheadline\/paragraph:<\/strong> This is everything you’d want in a premium, durable, 5G smartphone. Then we made it unfold \u2014 revealing a massive screen so you can watch, work and play like never before.<\/p>\n Visual element:<\/strong><\/p>\n<\/p>\n Image Source<\/a><\/p>\n In its value proposition, Samsung effectively targets its most tech-savvy segment by front-lining its most innovative design to date: a foldable phone that can double as a mini-tablet. Even more, it solves a common pain point for some customers: owning both a tablet and a mobile device can feel unnecessary, so why not get the best of both worlds?<\/p>\n Samsung\u2019s value proposition for its foldable mobile device is smart, well-targeted, and visually stunning.<\/p>\n Customer Jobs: <\/strong>Samsung customers are tech-savvy and follow the latest trends, driven by efficiency and aspirational lifestyles. Gain Creators:<\/strong> Samsung offers a unique and expansive design with capabilities beyond that of an average smartphone, offering the most advanced technology to help customers perform tasks to fulfill work and play. <\/a> <\/p>\n You\u2019ve seen some brilliant value proposition examples, now let\u2019s break down how to make your own.<\/p>\n<\/p>\n While this will require some upfront research, you can get a head start on this aspect of the value proposition by speaking with different members of your team. Customer service reps, marketing specialists, and salespeople can fill in the gaps about what problems your customers are looking to solve by using your product or service.<\/p>\n For example, let\u2019s say your business sells tax software on a subscription basis and automated templates are included in the software package. Your ideal customer is looking for an affordable and user-friendly way to access complicated tax documents for their business. In this example, your business\u2019s offerings could be the solution they need.<\/p>\n This step can be as simple as listing out every product you sell and describing its primary benefit. The benefit should be concise and focused on a single customer need.<\/p>\n In our tax software example, you\u2019d list each tax template, explain the benefit it provides, and why a customer would need it.<\/p>\n Next, add another sentence that explains why this benefit matters to the customer.<\/p>\n Using the same example above, the value would be that customers have affordable tax documentation at their fingertips \u2014 something that would normally cost them thousands of dollars.<\/p>\n Next, pair the buyer\u2019s problem to the elements that make your product or service valuable. Do they align? If so, you\u2019re ready to refine your value proposition to differentiate your offerings from the competition. If they don\u2019t align, repeat the steps above until you find a valid buyer need and a viable solution your business offers to meet that need.<\/p>\n There\u2019re three templates we think do an excellent job of connecting value to buyer pain points:<\/p>\n Finally, polish your value proposition to make it unique. Is there a specific customer service offering your business provides that others don\u2019t? Do you offer any additional services that other companies charge for? These elements can help differentiate your value proposition from competitors while keeping the focus on the buyer\u2019s needs.<\/p>\n Once you understand these steps, you can easily implement them into value proposition templates as follows.<\/p>\n Instead of focusing on the features themselves, Blank saw the need to emphasize the benefits derived from the features in a simple sentence. By following this formula you\u2019ll connect the target market and their pain points to the solution:<\/p>\n \u201cWe help (X) do (Y) by doing (Z)\u201d<\/em><\/p>\n Moore provides a template that\u2019s more specific in identifying the industry categories alongside the benefits customers value. This makes a more clear value proposition formula as follows:<\/p>\n \u201cFor [target customer] who [needs or wants X], our [product\/service] is [category of industry] that [benefits]\u201d<\/em><\/p>\n According to HBS a value proposition is executed best when it answers the following questions:<\/p>\n What is my brand offering?<\/em><\/p>\n What job does the customer hire my brand to do?<\/em><\/p>\n What companies and products compete with my brand to do this job for the customer?<\/em><\/p>\n What sets my brand apart from competitors?<\/em><\/p>\n <\/a> <\/p>\n Now that we\u2019ve gone through steps and templates to follow, there\u2019s some tactics we think you should keep in mind.<\/p>\n<\/p>\n Because your value proposition is the differentiating factor between your business and the competition, it\u2019s important to research the propositions of your closest competitors. You can use the value proposition canvas in this post to determine how each company meets the needs of your buyer persona.<\/p>\n Be honest here \u2014 it\u2019s tempting to focus on the areas in which your competition doesn\u2019t excel, but you\u2019ll have a better idea of where your product or service fits within the market if you key in on your competitors\u2019 strengths.<\/p>\n You\u2019re probably familiar with outlining the features and benefits of your product and service offerings. This tactic takes that concept a step further. By matching the benefits of your offerings to specific values that your customers have, you\u2019ll be able to align what your business provides with what your customers need.<\/p>\n When crafting this part of your value proposition, include details about how your product or service will benefit the customer and use examples where you can. Videos, photos, and live demonstrations are all effective ways to illustrate your value proposition because they show the customer exactly what they can expect from your business.<\/p>\n Ideally, you\u2019ll be focusing your marketing efforts on a specific target audience. You\u2019ll also find that this audience will have different needs based on their buying behaviors. Buyer personas can help you segment your larger audience into groups of customers with similar desires, goals, pain points, and buying behaviors. As a result, you\u2019ll need a unique value proposition for each persona. Different products and services you offer may solve certain customer pain points<\/a> better than others, so developing a value proposition for each persona will better serve each one.<\/p>\n Each of these tactics will likely be developed internally by your team which means you\u2019ll want to validate your work with your target audience. Your value proposition will be communicated through various marketing channels like your website, social media accounts, video, audio, and in person. Test your proposition with members of your audience (both existing customers and non-customers) using each of these channels. Tools like <\/a>UserTesting<\/a> can help you streamline this feedback process so that you can implement changes quickly to finalize your value proposition.<\/p>\n We know the makings of a value proposition, so how can you make it a good one? Here\u2019s the last three tips we have for you.<\/p>\n
\nWe\u2019ll cover:<\/span> <\/p>\n
\n Value Proposition vs Mission Statement (vs Others)<\/a>
\n How to Create a Value Proposition Canvas<\/a>
\n Elements of a Value Proposition<\/a>
\n Value Proposition Templates<\/a>
\n Value Proposition Examples<\/a>
\n How to Write a Value Proposition<\/a>
\n Tactics to Develop an Effective Value Proposition<\/a>
\n Let\u2019s summarize: What makes a good value prop?<\/a> <\/p>\nValue Proposition vs Mission Statement<\/h2>\n
Value Proposition vs Slogan<\/h3>\n
Value Proposition vs Tagline<\/h3>\n
Value Proposition vs Mission Statement vs Slogan vs Tagline<\/h3>\n
Step 1: Create a customer profile to represent your target buyer.<\/h3>\n
Customer Jobs<\/h4>\n
Customer Expectations<\/h4>\n
Customer Pain Points<\/h4>\n
Step 2: Create a value map for your products and services.<\/h3>\n
Gain Creators<\/h4>\n
Pain Relievers<\/h4>\n
Products & Services<\/h4>\n
Step 3: Determine value proposition-customer fit.<\/h3>\n
Elements of a Value Proposition<\/h2>\n
<\/h3>\n
Headline<\/h3>\n
Subheadline or Paragraph<\/h3>\n
Visual Element<\/h3>\n
Value Proposition Templates<\/h2>\n
1. HubSpot: “An easy-to-use CRM.”<\/h3>\n
HubSpot Value Proposition Canvas<\/h4>\n<\/p>\n
Customer Profile<\/h5>\n
\n Gains<\/strong>: Customers want to increase their sales rep productivity levels and boost sales.
\n Pains<\/strong>: There are plenty of CRM options, but they\u2019re often overcomplicated and create silos. <\/p>\nValue Map<\/h5>\n
\n Pain Relievers<\/strong>: The user-friendly interface and unified platform offers ease-of-use and high visibility across systems.
\n Products & Services<\/strong>: The HubSpot CRM platform includes Sales Hub, an enterprise-level sales software that\u2019s simple yet powerful enough to cater to the needs of businesses small and large. <\/p>\n2. FedEx: “Manage your Home Deliveries”<\/h3>\n
FedEx Value Proposition Canvas<\/h4>\n<\/p>\n
Customer Profile<\/h5>\n
\n Gains:<\/strong> Customers want a hassle-free way to return online orders and are looking for a safe and secure way to receive their packages.
\n Pains: <\/strong>Returning a package at a FedEx shipping center can be inconvenient, and managing home deliveries can be a hassle. <\/p>\nValue Map<\/h5>\n
\n Pain Relievers:<\/strong> Thousands of FedEx drop-off locations across the country, receive notifications when a package is en route and inform the driver where to leave the package.
\n Products & Services:<\/strong> FedEx Drop Box locations make returning packages convenient, and the FedEx Delivery Manager reroutes or reschedules deliveries to work with the customer\u2019s schedule. <\/p>\n3. LG: “State-of-the-art Living Experience”<\/h3>\n
LG Value Proposition Canvas<\/h4>\n<\/p>\n
Customer Profile<\/h5>\n
\n Gains: <\/strong>Customers have an intuitive and responsive experience with each appliance they interact with inside their homes.
\n Pains:<\/strong> There are too many unnecessary buttons and features on appliances that get in the way of a simple living experience <\/p>\nValue Map<\/h5>\n
\n Pain Relievers:<\/strong> LG offers a simple design that focuses on the user and their lifestyle.
\n Products & Services: <\/strong>LG SIGNATURE delivers an innovative product design that creates an exceptional living experience. <\/p>\n4. Subaru: “The most adventurous, most reliable, safest, best Subaru Outback ever.”<\/h3>\n
Subaru Value Proposition Canvas<\/h4>\n<\/p>\n
Customer Profile<\/h5>\n
\n Gains: <\/strong>Customers want to explore the land in a stylish and spacious SUV and look for advanced technological elements in their vehicles that enhance performance and safety
\n Pains:<\/strong> The safest vehicles are not the most visually appealing, and some SUVs aren\u2019t equipped for all-weather or all-terrain environments <\/p>\nValue Map<\/h5>\n
\n Pain Relievers:<\/strong> Subarus have a rugged blacked-out trim for style and protection, 9.5-inch ground clearance for better stability and performance, and driver-assist technology that helps drivers see better, prevent crashes, manage cruise control, and brake automatically in emergency situations.
\n Products & Services:<\/strong> The 2022 Subaru Outback with standard eyesight assist technology, automatic pre-collision braking, adaptive cruise control, and lane-centering. <\/p>\n5. Samsung: “Get Ready to Unfold Your World”<\/h3>\n
Samsung Value Proposition Canvas<\/h4>\n<\/p>\n
Customer Profile<\/h5>\n
\n Gains: <\/strong>Customers want an all-in-one way to enjoy media, work productively, and have a fun experience all in the palm of their hands.
\n Pains:<\/strong> Common smartphones have size limitations that strain entertainment viewing, gameplay, and work capabilities. <\/p>\nValue Map<\/h5>\n
\n Pain Relievers: <\/strong>Samsung provides a smartphone that displays content in tablet-like viewing and displays up to three apps simultaneously.
\n Products & Services:<\/strong>The Galaxy Z Fold3 5G folding 6.2-inch smartphone with dynamic AMOLED 2X screens, ultra-thin glass with S Penfold edition, and super-strong lightweight armor aluminum frame. <\/p>\nStep 1: Identify your customer’s main problem.<\/h3>\n
Step 2: Identify all the benefits your products offer.<\/h3>\n
Step 3: Describe what makes these benefits valuable.<\/h3>\n
Step 4: Connect this value to your buyer’s problem.<\/h3>\n
Step 5: Differentiate yourself as the preferred provider of this value.<\/h3>\n
Value Proposition Templates<\/h4>\n
Steve Blank Method<\/strong><\/h5>\n
Geoff Moore Method<\/strong><\/h5>\n
Harvard Business School Method<\/strong><\/h5>\n
1. Conduct research to determine the value proposition of your competitors.<\/h3>\n
2. Explain the value of your products and services.<\/h3>\n
3. Describe the benefits your ideal customer will experience when they choose your product or service over the competition.<\/h3>\n
4. Develop a unique value proposition for each buyer persona you serve.<\/h3>\n
5. Test your value proposition with your audience using various marketing channels.<\/h3>\n