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Your company‘s competitive advantage lives or dies by its value proposition. If you can’t clearly distinguish your product or service from your competitors — and then deliver on your brand promise — why should customers choose you? The reality is that unclear or generic messaging leads to lost sales, poor conversion rates, and competitors winning business simply because their value is easier to understand. But writing a great value proposition doesn't have to strike fear into your heart. In this guide, we‘ll show you exactly how to craft, test, and optimize a high-impact value proposition using actionable frameworks and real-world examples. You’ll learn what a value proposition is, what makes one effective, and how to create one that differentiates your brand, boosts conversions, and communicates clear value to your customers. Table of Contents What is a value proposition? Elements of a Powerful Value Proposition How to Write a Value Proposition 4 Methods to Build Great Value Propositions Value Proposition Canvas Value Proposition Templates Value Proposition Examples Value Proposition Canvas Examples Tactics for Developing an Effective Value Proposition What Makes a Good Value Proposition? Value Proposition Frequently Asked Questions What is a value proposition? A value proposition is a short statement that communicates why buyers should choose your products or services. It‘s more than just a product or service description — it’s the specific solution that your business provides and the promise of value that a customer can expect you to deliver. Your value proposition is the foundation of your marketing strategy and a critical conversion factor. Research shows that companies with clear value propositions see significantly higher conversion rates and customer engagement compared to those with vague or generic messaging. “The most important thing to note is that a company can have different slogans for different campaigns or products.” 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. Target's value proposition centers its commitment to creating an unparalleled product assortment with high-quality designs at affordable prices. Tagline: “Expect more. Pay less.” Your value prop should differentiate you from your peers and competitors, but it's not quite the same thing as a slogan, tagline, or mission statement. Elements of a Powerful Value Proposition Before we get into writing a great value proposition, let's explore the six essential elements based on the Value Proposition Canvas methodology. Understanding these components will help you create a proposition that truly resonates with your target audience. Target Audience and Customer Jobs Customer jobs represent the tasks your customers are trying to complete, the problems they‘re trying to solve, or the needs they’re trying to satisfy. These jobs fall into three categories: Functional jobs: Practical tasks your customers need to accomplish (e.g., “file my business taxes quickly and accurately”) Social jobs: How customers want to be perceived by others (e.g., “appear professional and organized to clients”) Emotional jobs: How customers want to feel (e.g., “feel confident that my taxes are done correctly”) Understanding all three types of customer jobs helps you address the full scope of what drives purchasing decisions. Customer Pains Customer pains are the obstacles, risks, frustrations, and negative emotions your customers experience before, during, or after completing their jobs.
Step 1: Identify your customer's main problem. As ever, know your customers. Your teammates are a rich source of knowledge: Customer service reps, marketing specialists, and salespeople can fill in the gaps about what problems your customers want to solve. They can also help develop use cases, which will be invaluable throughout the process. For example, let's say your business, Tax-tastic!, sells tax software on a subscription basis, and it includes automated templates 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' offerings could be the solution they need. My fellow HubSpotter Jan Bogaert, Product Marketer for Sales Hub and Smart CRM, is a value prop pro. He suggests asking, “Why now?” at this part of the process to capture the urgency of your value prop. Step 2: Understand your target audience. “I really love digging deep into the target audience,” Rodriguez tells me. “What are they going through right now?” Rodriguez loves to talk about value propositions — so much so that her LinkedIn tagline reads, “Does your value prop suck?” She suggests spending some time on this step to make sure your value props don't suck. She identifies customer problems, any issues they encounter while trying to solve them, and any customer preferences. Social media, she says, can be a goldmine of information. Reading Google and Yelp reviews — both yours and your competitors‘ — can give you a realistic view of your target audience’s mindset. Depending on timeline and budget, Rodriguez may also use consumer insight tools like Forrester and Gartner to develop a more robust understanding of the target audience. Step 3: Understand your competitors. It may seem like wasted time to think so much about your competitors — your brand is obviously better, right? “Conduct competitive analysis to understand:” This might include: Proprietary technology or processes Specialized expertise or experience Unique business model advantages Superior customer service or support Better pricing or value for money Faster delivery or implementation Step 6: Use a template to help you brainstorm. Here's a pro tip from branding strategist Liz Ellis. She‘s seen brands skip a crucial step to their great detriment: Ask if you can execute the value proposition with excellence. And if you can’t? It's not a good value prop. Ellis uses a method with clients of The Liz Ellis Word Company that packs a one-two punch. She divides a slide in two; one side has a grid with basics like target audience, key emotional benefit, and key functional benefit. The other half has the same info, but she writes it as a short narrative. “You can fill in the blanks [of a grid],” she tells me, “but taken in aggregate, they don't paint a picture, they don't hang together.” On the other hand, “if you start with a narrative, [it's easy] to write a few beautiful sentences that might not even be a value prop.” Ellis combines the two components as a kind of pressure test. “If it works in both formats, that's a good test to see if it's a good value prop.” Bogaert says to write as many long, descriptive sentences as you can, and then keep editing until you land on something that's succinct, creative, and accurate. “Write a lot of variations. Be descriptive. And then edit and edit and edit.” If you get writer's block, he says that AI tools like ChatGPT can help you break through. “Ask for something more action-focused, or a lot of synonyms — it can inspire you to try something different.” Finally, polish your value proposition. Is there a specific customer service offering your business provides that others don't? Do you offer any additional services that other companies charge for? These elements can differentiate your value proposition from competitors while keeping the focus on the buyer's needs.
Step 1: Identify your customer's main problem. As ever, know your customers. Your teammates are a rich source of knowledge: Customer service reps, marketing specialists, and salespeople can fill in the gaps about what problems your customers want to solve. They can also help develop use cases, which will be invaluable throughout the process. For example, let's say your business, Tax-tastic!, sells tax software on a subscription basis, and it includes automated templates 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' offerings could be the solution they need. My fellow HubSpotter Jan Bogaert, Product Marketer for Sales Hub and Smart CRM, is a value prop pro. He suggests asking, “Why now?” at this part of the process to capture the urgency of your value prop. Step 2: Understand your target audience. “I really love digging deep into the target audience,” Rodriguez tells me. “What are they going through right now?” Rodriguez loves to talk about value propositions — so much so that her LinkedIn tagline reads, “Does your value prop suck?” She suggests spending some time on this step to make sure your value props don't suck. She identifies customer problems, any issues they encounter while trying to solve them, and any customer preferences. Social media, she says, can be a goldmine of information. Reading Google and Yelp reviews — both yours and your competitors‘ — can give you a realistic view of your target audience’s mindset. Depending on timeline and budget, Rodriguez may also use consumer insight tools like Forrester and Gartner to develop a more robust understanding of the target audience. Step 3: Understand your competitors. It may seem like wasted time to think so much about your competitors — your brand is obviously better, right? “Add a sentence that explains why each benefit matters to the customer.” This might include: Proprietary technology or processes Specialized expertise or experience Unique business model advantages Superior customer service or support Better pricing or value for money Faster delivery or implementation Step 6: Use a template to help you brainstorm. Here's a pro tip from branding strategist Liz Ellis. She‘s seen brands skip a crucial step to their great detriment: Ask if you can execute the value proposition with excellence. And if you can’t? It's not a good value prop. Ellis uses a method with clients of The Liz Ellis Word Company that packs a one-two punch. She divides a slide in two; one side has a grid with basics like target audience, key emotional benefit, and key functional benefit. The other half has the same info, but she writes it as a short narrative. “You can fill in the blanks [of a grid],” she tells me, “but taken in aggregate, they don't paint a picture, they don't hang together.” On the other hand, “if you start with a narrative, [it's easy] to write a few beautiful sentences that might not even be a value prop.” Ellis combines the two components as a kind of pressure test. “If it works in both formats, that's a good test to see if it's a good value prop.” Bogaert says to write as many long, descriptive sentences as you can, and then keep editing until you land on something that's succinct, creative, and accurate. “Write a lot of variations. Be descriptive. And then edit and edit and edit.” If you get writer's block, he says that AI tools like ChatGPT can help you break through. “Ask for something more action-focused, or a lot of synonyms — it can inspire you to try something different.” Finally, polish your value proposition. Is there a specific customer service offering your business provides that others don't? Do you offer any additional services that other companies charge for? These elements can differentiate your value proposition from competitors while keeping the focus on the buyer's needs.
Final words of advice from Ellis to test your final value prop: “Is it true? Is it relevant and motivating? And is it possible to execute with excellence?” Step 7: Test and validate your value proposition Before launching your value proposition at scale, you need to validate it with real customers. Even the most carefully crafted proposition needs to be tested against actual market response. A/B Testing Use A/B testing on landing pages, email campaigns, and ads to compare different versions of your value proposition. Test variations in: Headline messaging and word choice Benefit emphasis (which benefits you lead with) Length and format (short vs. detailed) Visual presentation and supporting imagery Track metrics like conversion rates, click-through rates, bounce rates, and time on page to determine which version resonates most strongly with your audience. Customer Interviews Conduct one-on-one interviews with both current customers and potential buyers. Ask open-ended questions like: “What's the main problem you're trying to solve?” “How would you describe what we offer to a colleague?” “What made you choose us over other options?” (for existing customers) “What questions or concerns do you still have?” (for prospects) Listen for language patterns and pain points that customers mention repeatedly — these insights can help you refine your messaging to match how your audience naturally thinks and talks about their problems. The 5-Second Test This simple test reveals whether your value proposition is immediately clear and compelling. Show your value proposition to someone unfamiliar with your company for just five seconds, then remove it and ask: “What does this company do?” “Who is it for?” “What's the main benefit?” If they can't answer these questions accurately, your value proposition needs to be clearer and more focused. “Fix: For every feature you mention, answer “so what?” until you reach the actual benefit the customer experiences.” Mistake #5: Using jargon and buzzwords Bad example: “Leverage our synergistic, best-in-class platform to optimize your digital transformation journey.” Better: “Get all your marketing data in one dashboard, so you can see what's working and make better decisions.” Fix: Use clear, simple language your customers would use. If you wouldn‘t say it in conversation, don’t put it in your value proposition. What we like: Companies that test and iterate on their value propositions consistently outperform those that “set it and forget it.” Plan to review and refine your proposition regularly based on customer feedback and market changes. 4 Methods to Build Great Value Propositions There are, of course, other methods for building great value props. Here are four we like: Steve Blank Method 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'll connect the target market and their pain points to the solution: “We help (X) do (Y) by doing (Z)” Geoff Moore Method Moore provides a template that's more specific in identifying the industry categories alongside the benefits customers value. This makes a more clear value proposition formula as follows: “For [target customer] who [needs or wants X], our [product/service] is [category of industry] that [benefits]” Harvard Business School Method According to HBS, a value proposition is executed best when it answers the following questions: What is my brand offering? What job does the customer hire my brand to do? What companies and products compete with my brand to do this job for the customer? What sets my brand apart from competitors? Slow Storytelling Method A 2022 paper in the Journal of Business Research proposes a different approach the authors call slow storytelling.
Products & Services: Handcrafted ice cream in unique flavors and varieties, seasonal and limited-edition flavor releases, online store for nationwide delivery, retail locations and scoop shops for in-person purchases. Tactics for Developing an Effective Value Proposition 1. Conduct research to determine the value proposition of your competitors. Because your value proposition is the differentiating factor between your business and the competition, it's important to research 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. Be honest here — it‘s tempting to focus on the areas in which your competition doesn’t excel, but you‘ll have a better idea of where your product or service fits within the market if you home in on your competitors’ strengths. 2. Explain the value of your products and services. You‘re 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’ll be able to align what your business provides with what your customers need. 3. Describe the benefits your ideal customer will experience when they choose your product or service over the competition. 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. 4. Develop a unique value proposition for each buyer persona you serve. Ideally, you'll focus your marketing efforts on a specific target audience. You'll also find that this audience will have different needs based on their buying behaviors. “After adjusting your value proposition based on the initial tests, the next step is to deploy at scale.” This helps solidify your buyer personas with concrete evidence regarding your audience's pain points and what makes them tick, while any inconsistencies can indicate that your value proposition needs further refinement. We know the makings of a value proposition, so how can you make it a good one? Here are our final tips. What Makes a Good Value Proposition? 1. Clear Language Your value proposition should address a primary customer need. Limiting your focus keeps your value proposition clear and easy to understand. With just one main idea, your audience can quickly decide whether your product or service will be the best solution for them. 2. Specific Outcomes Next, you'll want to communicate the specific outcomes your customer can expect to receive from your product or service. Will they save time? Demonstrate how. Will their workflow become more manageable? Show a before-and-after workflow diagram. The specific outcomes will be critical components of your value proposition as they'll exemplify exactly how your customers will use your solution to solve their problems. 3. Points of Differentiation Not only are your potential customers evaluating your business‘ offerings based on their own needs, but they’re also comparing what you offer against competitors. As a result, your value proposition needs detailed points of differentiation. These will help customers understand exactly what sets your company apart. Use Kassandra Rodriguez's litmus test: “You can tell a business has a strong value prop when everybody in the organization can be a salesperson for the brand.” 4. Ability to Execute with Excellence It's not just about whether you can execute on your value proposition. You've got to be able to execute it with excellence, Liz Ellis told me.
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. Target's value proposition centers its commitment to creating an unparalleled product assortment with high-quality designs at affordable prices. Tagline: “Expect more. Pay less.” Your value prop should differentiate you from your peers and competitors, but it's not quite the same thing as a slogan, tagline, or mission statement. Elements of a Powerful Value Proposition Before we get into writing a great value proposition, let's explore the six essential elements based on the Value Proposition Canvas methodology. Understanding these components will help you create a proposition that truly resonates with your target audience. Target Audience and Customer Jobs Customer jobs represent the tasks your customers are trying to complete, the problems they‘re trying to solve, or the needs they’re trying to satisfy. These jobs fall into three categories: Functional jobs: Practical tasks your customers need to accomplish (e.g., “file my business taxes quickly and accurately”) Social jobs: How customers want to be perceived by others (e.g., “appear professional and organized to clients”) Emotional jobs: How customers want to feel (e.g., “feel confident that my taxes are done correctly”) Understanding all three types of customer jobs helps you address the full scope of what drives purchasing decisions. Customer Pains Customer pains are the obstacles, risks, frustrations, and negative emotions your customers experience before, during, or after completing their jobs. “Pain relievers explain exactly how your products or services eliminate or reduce customer pains.” Gain Creators Gain creators describe how your offering produces the outcomes and benefits your customers expect, desire, and would be delighted by. They should clearly connect to the gains you identified in the customer profile. Strong gain creators go beyond basic features to explain the tangible results customers will experience. For example, instead of “cloud storage,” you might say “access your tax documents from anywhere, so you can work with your accountant in real-time during meetings.” Product-Service Fit Product-service fit is the alignment between what you offer and what your customers actually need. This element ensures your value proposition isn‘t just aspirational — it’s deliverable. Ask yourself: Can you consistently deliver on each pain reliever and gain creator you've identified? Do you have the resources, capabilities, and systems in place to execute with excellence? A value proposition that promises benefits you can't deliver will damage your brand far more than a modest proposition you can consistently exceed. If you're a visual learner, check out this video to learn how to create a value proposition. Before we start, there's an important through line that nearly every expert I spoke to brought up: Internal alignment. It can be tough to iron out internal disagreements about core benefits or even the target audience. Kassandra Rodriguez, the founder and brand strategist behind 1st House Branding, says that if you proceed with a value proposition before you‘re aligned in the conference room, you’re far more likely to fail once you're outside the conference room. “I've seen it many times,” she tells me. Companies make huge promises that they can solve certain problems for their potential clients. “And then when they're not able to do it,” she says, "it really, really affects the brand." “Your value prop can be very helpful to your brand,” but without internal alignment, “it can also completely destroy it.”
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. Target's value proposition centers its commitment to creating an unparalleled product assortment with high-quality designs at affordable prices. Tagline: “Expect more. Pay less.” Your value prop should differentiate you from your peers and competitors, but it's not quite the same thing as a slogan, tagline, or mission statement. Elements of a Powerful Value Proposition Before we get into writing a great value proposition, let's explore the six essential elements based on the Value Proposition Canvas methodology. Understanding these components will help you create a proposition that truly resonates with your target audience. Target Audience and Customer Jobs Customer jobs represent the tasks your customers are trying to complete, the problems they‘re trying to solve, or the needs they’re trying to satisfy. These jobs fall into three categories: Functional jobs: Practical tasks your customers need to accomplish (e.g., “file my business taxes quickly and accurately”) Social jobs: How customers want to be perceived by others (e.g., “appear professional and organized to clients”) Emotional jobs: How customers want to feel (e.g., “feel confident that my taxes are done correctly”) Understanding all three types of customer jobs helps you address the full scope of what drives purchasing decisions. Customer Pains Customer pains are the obstacles, risks, frustrations, and negative emotions your customers experience before, during, or after completing their jobs. “Be specific about how you address each pain point.” Gain Creators Gain creators describe how your offering produces the outcomes and benefits your customers expect, desire, and would be delighted by. They should clearly connect to the gains you identified in the customer profile. Strong gain creators go beyond basic features to explain the tangible results customers will experience. For example, instead of “cloud storage,” you might say “access your tax documents from anywhere, so you can work with your accountant in real-time during meetings.” Product-Service Fit Product-service fit is the alignment between what you offer and what your customers actually need. This element ensures your value proposition isn‘t just aspirational — it’s deliverable. Ask yourself: Can you consistently deliver on each pain reliever and gain creator you've identified? Do you have the resources, capabilities, and systems in place to execute with excellence? A value proposition that promises benefits you can't deliver will damage your brand far more than a modest proposition you can consistently exceed. If you're a visual learner, check out this video to learn how to create a value proposition. Before we start, there's an important through line that nearly every expert I spoke to brought up: Internal alignment. It can be tough to iron out internal disagreements about core benefits or even the target audience. Kassandra Rodriguez, the founder and brand strategist behind 1st House Branding, says that if you proceed with a value proposition before you‘re aligned in the conference room, you’re far more likely to fail once you're outside the conference room. “I've seen it many times,” she tells me. Companies make huge promises that they can solve certain problems for their potential clients. “And then when they're not able to do it,” she says, "it really, really affects the brand." “Your value prop can be very helpful to your brand,” but without internal alignment, “it can also completely destroy it.”
Common pains include: Obstacles that prevent customers from getting started or slow them down Risks of things going wrong or undesirable outcomes Poor or missing features in existing solutions Negative emotions like frustration, anxiety, or overwhelm Common mistakes customers make when trying to solve their problems Barriers that make solutions too difficult, expensive, or time-consuming For example, a small business owner trying to manage taxes might experience pains like confusing software interfaces, fear of making costly errors, or spending excessive time on administrative tasks instead of growing their business. Customer Gains Gains describe the outcomes and benefits your customers want to achieve. These include: Required gains: Must-have outcomes without which a solution doesn't work (e.g., “accurate tax calculations”) Expected gains: Basic benefits customers assume will be included (e.g., “ability to save and retrieve documents”) Desired gains: Benefits that would make customers happy but aren't deal-breakers (e.g., “automated reminders for deadlines”) Unexpected gains: Delightful surprises that exceed expectations (e.g., “AI-powered tax optimization suggestions”) The most effective value propositions address all four levels of gains, with particular emphasis on delivering unexpected value that competitors don't provide. Pain Relievers Pain relievers explain exactly how your products or services eliminate or reduce customer pains. They should directly correspond to the pains you identified earlier. Be specific about how you address each pain point. Instead of saying “easy to use,” explain “guided workflows that eliminate confusion about which forms to complete.” Pro Tip: Not every pain needs a reliever, and not every reliever will be equally important to customers. Focus on the pains that matter most to your target audience. “Strong gain creators go beyond basic features to explain the tangible results customers will experience.” Step 1: Identify your customer's main problem. As ever, know your customers. Your teammates are a rich source of knowledge: Customer service reps, marketing specialists, and salespeople can fill in the gaps about what problems your customers want to solve. They can also help develop use cases, which will be invaluable throughout the process. For example, let's say your business, Tax-tastic!, sells tax software on a subscription basis, and it includes automated templates 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' offerings could be the solution they need. My fellow HubSpotter Jan Bogaert, Product Marketer for Sales Hub and Smart CRM, is a value prop pro. He suggests asking, “Why now?” at this part of the process to capture the urgency of your value prop. Step 2: Understand your target audience. “I really love digging deep into the target audience,” Rodriguez tells me. “What are they going through right now?” Rodriguez loves to talk about value propositions — so much so that her LinkedIn tagline reads, “Does your value prop suck?” She suggests spending some time on this step to make sure your value props don't suck. She identifies customer problems, any issues they encounter while trying to solve them, and any customer preferences. Social media, she says, can be a goldmine of information. Reading Google and Yelp reviews — both yours and your competitors‘ — can give you a realistic view of your target audience’s mindset. Depending on timeline and budget, Rodriguez may also use consumer insight tools like Forrester and Gartner to develop a more robust understanding of the target audience. Step 3: Understand your competitors. It may seem like wasted time to think so much about your competitors — your brand is obviously better, right?
Final words of advice from Ellis to test your final value prop: “Is it true? Is it relevant and motivating? And is it possible to execute with excellence?” Step 7: Test and validate your value proposition Before launching your value proposition at scale, you need to validate it with real customers. Even the most carefully crafted proposition needs to be tested against actual market response. A/B Testing Use A/B testing on landing pages, email campaigns, and ads to compare different versions of your value proposition. Test variations in: Headline messaging and word choice Benefit emphasis (which benefits you lead with) Length and format (short vs. detailed) Visual presentation and supporting imagery Track metrics like conversion rates, click-through rates, bounce rates, and time on page to determine which version resonates most strongly with your audience. Customer Interviews Conduct one-on-one interviews with both current customers and potential buyers. Ask open-ended questions like: “What's the main problem you're trying to solve?” “How would you describe what we offer to a colleague?” “What made you choose us over other options?” (for existing customers) “What questions or concerns do you still have?” (for prospects) Listen for language patterns and pain points that customers mention repeatedly — these insights can help you refine your messaging to match how your audience naturally thinks and talks about their problems. The 5-Second Test This simple test reveals whether your value proposition is immediately clear and compelling. Show your value proposition to someone unfamiliar with your company for just five seconds, then remove it and ask: “What does this company do?” “Who is it for?” “What's the main benefit?” If they can't answer these questions accurately, your value proposition needs to be clearer and more focused. “Fix: Include specific outcomes, target audiences, and quantifiable benefits whenever possible.” Mistake #5: Using jargon and buzzwords Bad example: “Leverage our synergistic, best-in-class platform to optimize your digital transformation journey.” Better: “Get all your marketing data in one dashboard, so you can see what's working and make better decisions.” Fix: Use clear, simple language your customers would use. If you wouldn‘t say it in conversation, don’t put it in your value proposition. What we like: Companies that test and iterate on their value propositions consistently outperform those that “set it and forget it.” Plan to review and refine your proposition regularly based on customer feedback and market changes. 4 Methods to Build Great Value Propositions There are, of course, other methods for building great value props. Here are four we like: Steve Blank Method 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'll connect the target market and their pain points to the solution: “We help (X) do (Y) by doing (Z)” Geoff Moore Method Moore provides a template that's more specific in identifying the industry categories alongside the benefits customers value. This makes a more clear value proposition formula as follows: “For [target customer] who [needs or wants X], our [product/service] is [category of industry] that [benefits]” Harvard Business School Method According to HBS, a value proposition is executed best when it answers the following questions: What is my brand offering? What job does the customer hire my brand to do? What companies and products compete with my brand to do this job for the customer? What sets my brand apart from competitors? Slow Storytelling Method A 2022 paper in the Journal of Business Research proposes a different approach the authors call slow storytelling.
Products & Services: Handcrafted ice cream in unique flavors and varieties, seasonal and limited-edition flavor releases, online store for nationwide delivery, retail locations and scoop shops for in-person purchases. Tactics for Developing an Effective Value Proposition 1. Conduct research to determine the value proposition of your competitors. Because your value proposition is the differentiating factor between your business and the competition, it's important to research 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. Be honest here — it‘s tempting to focus on the areas in which your competition doesn’t excel, but you‘ll have a better idea of where your product or service fits within the market if you home in on your competitors’ strengths. 2. Explain the value of your products and services. You‘re 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’ll be able to align what your business provides with what your customers need. 3. Describe the benefits your ideal customer will experience when they choose your product or service over the competition. 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. 4. Develop a unique value proposition for each buyer persona you serve. Ideally, you'll focus your marketing efforts on a specific target audience. You'll also find that this audience will have different needs based on their buying behaviors. “As a result, you'll need a unique value proposition for each persona.” This helps solidify your buyer personas with concrete evidence regarding your audience's pain points and what makes them tick, while any inconsistencies can indicate that your value proposition needs further refinement. We know the makings of a value proposition, so how can you make it a good one? Here are our final tips. What Makes a Good Value Proposition? 1. Clear Language Your value proposition should address a primary customer need. Limiting your focus keeps your value proposition clear and easy to understand. With just one main idea, your audience can quickly decide whether your product or service will be the best solution for them. 2. Specific Outcomes Next, you'll want to communicate the specific outcomes your customer can expect to receive from your product or service. Will they save time? Demonstrate how. Will their workflow become more manageable? Show a before-and-after workflow diagram. The specific outcomes will be critical components of your value proposition as they'll exemplify exactly how your customers will use your solution to solve their problems. 3. Points of Differentiation Not only are your potential customers evaluating your business‘ offerings based on their own needs, but they’re also comparing what you offer against competitors. As a result, your value proposition needs detailed points of differentiation. These will help customers understand exactly what sets your company apart. Use Kassandra Rodriguez's litmus test: “You can tell a business has a strong value prop when everybody in the organization can be a salesperson for the brand.” 4. Ability to Execute with Excellence It's not just about whether you can execute on your value proposition. You've got to be able to execute it with excellence, Liz Ellis told me.
This might include: Proprietary technology or processes Specialized expertise or experience Unique business model advantages Superior customer service or support Better pricing or value for money Faster delivery or implementation Step 6: Use a template to help you brainstorm. Here's a pro tip from branding strategist Liz Ellis. She‘s seen brands skip a crucial step to their great detriment: Ask if you can execute the value proposition with excellence. And if you can’t? It's not a good value prop. Ellis uses a method with clients of The Liz Ellis Word Company that packs a one-two punch. She divides a slide in two; one side has a grid with basics like target audience, key emotional benefit, and key functional benefit. The other half has the same info, but she writes it as a short narrative. “You can fill in the blanks [of a grid],” she tells me, “but taken in aggregate, they don't paint a picture, they don't hang together.” On the other hand, “if you start with a narrative, [it's easy] to write a few beautiful sentences that might not even be a value prop.” Ellis combines the two components as a kind of pressure test. “If it works in both formats, that's a good test to see if it's a good value prop.” Bogaert says to write as many long, descriptive sentences as you can, and then keep editing until you land on something that's succinct, creative, and accurate. “Write a lot of variations. Be descriptive. And then edit and edit and edit.” If you get writer's block, he says that AI tools like ChatGPT can help you break through. “Ask for something more action-focused, or a lot of synonyms — it can inspire you to try something different.” Finally, polish your value proposition. Is there a specific customer service offering your business provides that others don't? Do you offer any additional services that other companies charge for? These elements can differentiate your value proposition from competitors while keeping the focus on the buyer's needs. “Use A/B testing on landing pages, email campaigns, and ads to compare different versions of your value proposition.” Sales Team Feedback Your sales team interacts with prospects daily and hears objections, questions, and concerns firsthand. Gather their input on: Whether the value proposition addresses the most common objections they encounter How well it differentiates you from competitors Whether it accurately reflects what they can deliver Which aspects resonate most (and least) with prospects Step 8: Common mistakes to avoid Even experienced marketers fall into predictable traps when crafting value propositions. Here are the most common mistakes and how to avoid them: Mistake #1: Being too vague or generic Bad example: “We provide innovative solutions for businesses.” Better: “We help mid-sized manufacturers reduce equipment downtime by 40% through predictive maintenance software.” Fix: Include specific outcomes, target audiences, and quantifiable benefits whenever possible. Mistake #2: Focusing on features instead of benefits Bad example: “Our software has 50+ integrations and real-time syncing.” Better: “Connect all your business tools so your team never wastes time switching between apps or re-entering data.” Fix: For every feature you mention, answer “so what?” until you reach the actual benefit the customer experiences. Mistake #3: Making promises you can't keep Bad example: “We guarantee 10x ROI in 30 days.” Fix: Only include claims you can consistently deliver. Overpromising damages trust and creates customer dissatisfaction even if your product is good. Mistake #4: Trying to appeal to everyone Bad example: “Perfect for small businesses, enterprises, nonprofits, and individuals.” Better: “Built specifically for growing ecommerce brands with 10-100 employees who need to scale customer service without scaling headcount.” Fix: Choose your primary target audience and speak directly to their specific needs. You can create separate value propositions for different buyer personas, but each one should be highly focused.
This might include: Proprietary technology or processes Specialized expertise or experience Unique business model advantages Superior customer service or support Better pricing or value for money Faster delivery or implementation Step 6: Use a template to help you brainstorm. Here's a pro tip from branding strategist Liz Ellis. She‘s seen brands skip a crucial step to their great detriment: Ask if you can execute the value proposition with excellence. And if you can’t? It's not a good value prop. Ellis uses a method with clients of The Liz Ellis Word Company that packs a one-two punch. She divides a slide in two; one side has a grid with basics like target audience, key emotional benefit, and key functional benefit. The other half has the same info, but she writes it as a short narrative. “You can fill in the blanks [of a grid],” she tells me, “but taken in aggregate, they don't paint a picture, they don't hang together.” On the other hand, “if you start with a narrative, [it's easy] to write a few beautiful sentences that might not even be a value prop.” Ellis combines the two components as a kind of pressure test. “If it works in both formats, that's a good test to see if it's a good value prop.” Bogaert says to write as many long, descriptive sentences as you can, and then keep editing until you land on something that's succinct, creative, and accurate. “Write a lot of variations. Be descriptive. And then edit and edit and edit.” If you get writer's block, he says that AI tools like ChatGPT can help you break through. “Ask for something more action-focused, or a lot of synonyms — it can inspire you to try something different.” Finally, polish your value proposition. Is there a specific customer service offering your business provides that others don't? Do you offer any additional services that other companies charge for? These elements can differentiate your value proposition from competitors while keeping the focus on the buyer's needs. “Track metrics like conversion rates, click-through rates, bounce rates, and time on page to determine which version resonates most strongly with your audience.” Sales Team Feedback Your sales team interacts with prospects daily and hears objections, questions, and concerns firsthand. Gather their input on: Whether the value proposition addresses the most common objections they encounter How well it differentiates you from competitors Whether it accurately reflects what they can deliver Which aspects resonate most (and least) with prospects Step 8: Common mistakes to avoid Even experienced marketers fall into predictable traps when crafting value propositions. Here are the most common mistakes and how to avoid them: Mistake #1: Being too vague or generic Bad example: “We provide innovative solutions for businesses.” Better: “We help mid-sized manufacturers reduce equipment downtime by 40% through predictive maintenance software.” Fix: Include specific outcomes, target audiences, and quantifiable benefits whenever possible. Mistake #2: Focusing on features instead of benefits Bad example: “Our software has 50+ integrations and real-time syncing.” Better: “Connect all your business tools so your team never wastes time switching between apps or re-entering data.” Fix: For every feature you mention, answer “so what?” until you reach the actual benefit the customer experiences. Mistake #3: Making promises you can't keep Bad example: “We guarantee 10x ROI in 30 days.” Fix: Only include claims you can consistently deliver. Overpromising damages trust and creates customer dissatisfaction even if your product is good. Mistake #4: Trying to appeal to everyone Bad example: “Perfect for small businesses, enterprises, nonprofits, and individuals.” Better: “Built specifically for growing ecommerce brands with 10-100 employees who need to scale customer service without scaling headcount.” Fix: Choose your primary target audience and speak directly to their specific needs. You can create separate value propositions for different buyer personas, but each one should be highly focused.
This might include: Proprietary technology or processes Specialized expertise or experience Unique business model advantages Superior customer service or support Better pricing or value for money Faster delivery or implementation Step 6: Use a template to help you brainstorm. Here's a pro tip from branding strategist Liz Ellis. She‘s seen brands skip a crucial step to their great detriment: Ask if you can execute the value proposition with excellence. And if you can’t? It's not a good value prop. Ellis uses a method with clients of The Liz Ellis Word Company that packs a one-two punch. She divides a slide in two; one side has a grid with basics like target audience, key emotional benefit, and key functional benefit. The other half has the same info, but she writes it as a short narrative. “You can fill in the blanks [of a grid],” she tells me, “but taken in aggregate, they don't paint a picture, they don't hang together.” On the other hand, “if you start with a narrative, [it's easy] to write a few beautiful sentences that might not even be a value prop.” Ellis combines the two components as a kind of pressure test. “If it works in both formats, that's a good test to see if it's a good value prop.” Bogaert says to write as many long, descriptive sentences as you can, and then keep editing until you land on something that's succinct, creative, and accurate. “Write a lot of variations. Be descriptive. And then edit and edit and edit.” If you get writer's block, he says that AI tools like ChatGPT can help you break through. “Ask for something more action-focused, or a lot of synonyms — it can inspire you to try something different.” Finally, polish your value proposition. Is there a specific customer service offering your business provides that others don't? Do you offer any additional services that other companies charge for? These elements can differentiate your value proposition from competitors while keeping the focus on the buyer's needs. “This simple test reveals whether your value proposition is immediately clear and compelling.” Sales Team Feedback Your sales team interacts with prospects daily and hears objections, questions, and concerns firsthand. Gather their input on: Whether the value proposition addresses the most common objections they encounter How well it differentiates you from competitors Whether it accurately reflects what they can deliver Which aspects resonate most (and least) with prospects Step 8: Common mistakes to avoid Even experienced marketers fall into predictable traps when crafting value propositions. Here are the most common mistakes and how to avoid them: Mistake #1: Being too vague or generic Bad example: “We provide innovative solutions for businesses.” Better: “We help mid-sized manufacturers reduce equipment downtime by 40% through predictive maintenance software.” Fix: Include specific outcomes, target audiences, and quantifiable benefits whenever possible. Mistake #2: Focusing on features instead of benefits Bad example: “Our software has 50+ integrations and real-time syncing.” Better: “Connect all your business tools so your team never wastes time switching between apps or re-entering data.” Fix: For every feature you mention, answer “so what?” until you reach the actual benefit the customer experiences. Mistake #3: Making promises you can't keep Bad example: “We guarantee 10x ROI in 30 days.” Fix: Only include claims you can consistently deliver. Overpromising damages trust and creates customer dissatisfaction even if your product is good. Mistake #4: Trying to appeal to everyone Bad example: “Perfect for small businesses, enterprises, nonprofits, and individuals.” Better: “Built specifically for growing ecommerce brands with 10-100 employees who need to scale customer service without scaling headcount.” Fix: Choose your primary target audience and speak directly to their specific needs. You can create separate value propositions for different buyer personas, but each one should be highly focused.
Sales Team Feedback Your sales team interacts with prospects daily and hears objections, questions, and concerns firsthand. Gather their input on: Whether the value proposition addresses the most common objections they encounter How well it differentiates you from competitors Whether it accurately reflects what they can deliver Which aspects resonate most (and least) with prospects Step 8: Common mistakes to avoid Even experienced marketers fall into predictable traps when crafting value propositions. Here are the most common mistakes and how to avoid them: Mistake #1: Being too vague or generic Bad example: “We provide innovative solutions for businesses.” Better: “We help mid-sized manufacturers reduce equipment downtime by 40% through predictive maintenance software.” Fix: Include specific outcomes, target audiences, and quantifiable benefits whenever possible. Mistake #2: Focusing on features instead of benefits Bad example: “Our software has 50+ integrations and real-time syncing.” Better: “Connect all your business tools so your team never wastes time switching between apps or re-entering data.” Fix: For every feature you mention, answer “so what?” until you reach the actual benefit the customer experiences. Mistake #3: Making promises you can't keep Bad example: “We guarantee 10x ROI in 30 days.” Fix: Only include claims you can consistently deliver. Overpromising damages trust and creates customer dissatisfaction even if your product is good. Mistake #4: Trying to appeal to everyone Bad example: “Perfect for small businesses, enterprises, nonprofits, and individuals.” Better: “Built specifically for growing ecommerce brands with 10-100 employees who need to scale customer service without scaling headcount.” Fix: Choose your primary target audience and speak directly to their specific needs. You can create separate value propositions for different buyer personas, but each one should be highly focused. “Plan to review and refine your proposition regularly based on customer feedback and market changes.” It has eight steps: Narrating the organization Redefining the audience Articulating the heritage Mapping the journey Enhancing sustainability Engaging the ethical consumers Involving the customer as an advocate Enriching the customer experience The slow storytelling method was devised explicitly for a highly digitized, post-COVID world. It's built on the belief that activating social, environmental, cultural, and economic values makes for stronger value props. Before you write the statement itself, it's important to create a value proposition canvas. Value Proposition Canvas A value proposition canvas is a visual tool to help you position your business‘ product or service around your customers’ needs. The goal is to identify how your business provides value within the market. You can use one when introducing a new offer into the market or when enhancing an existing one. The value proposition canvas is made up of two major components: the customer profile and the value map. Here's how to make one: Step 1: Create a customer profile to represent your target buyer. The customer profile makes up the first half of the value proposition canvas. When performing this exercise, start with this section so that the customer's wants and needs can influence the overall value proposition canvas. A customer profile consists of three areas: Customer Jobs “Customer jobs” is just another way of saying, “Know your customer.” What does the customer have to do to solve their problem? The answer might be functional, like buying your tax software to solve for simplicity and speed. It could also be less tangible — for instance, if you sell a luxury product or experience, the “problem” could be that the McCoys wanted to keep up with the Joneses, and your luxury watch will raise the McCoys' social status. Customer Expectations “Expectations” are also referred to as “gains” — in other words, what your customer is hoping to gain from doing business with you.
Your core value proposition should be concise — typically one to two sentences that can be read and understood in about five seconds. Think of it as an elevator pitch for your product or service. However, your value proposition should be supported by additional elements: One-line version: 10-15 words that capture the essence (used in headers, ads, social media) Full version: 1-2 sentences explaining who you serve, what you offer, and the key benefit (used on homepage, pitch decks) Supporting details: 2-3 bullet points that expand on specific benefits or outcomes (used in marketing materials) The key is that your shortest version should be clear enough to communicate your core value, while longer versions add context and proof without becoming overwhelming. What are the most common value proposition mistakes? 1. Being too vague or generic: Using buzzwords like “innovative solutions” or “world-class service” without specific, measurable outcomes 2. Focusing on features instead of benefits: Listing what your product does rather than the problems it solves or outcomes customers achieve 3. Making promises you can't keep: Overstating capabilities or results, which damages trust and leads to customer dissatisfaction 4. Trying to appeal to everyone: Attempting to serve all audiences rather than focusing on a specific target customer with specific needs 5. Using jargon and buzzwords: Relying on industry jargon, technical terms, or corporate speak that confuses rather than clarifies your value How often should you update your value proposition? Your value proposition should be reviewed quarterly and updated when significant changes occur in your business or market. Major revisions are typically needed every 12-18 months to ensure your positioning stays relevant and competitive. “Regular testing and iteration should be ongoing, but wholesale changes should be thoughtful and based on solid data about what‘s working and what isn’t.” Editor's note: This article was originally published August 2024 and has been updated for comprehensiveness.
This helps solidify your buyer personas with concrete evidence regarding your audience's pain points and what makes them tick, while any inconsistencies can indicate that your value proposition needs further refinement. We know the makings of a value proposition, so how can you make it a good one? Here are our final tips. What Makes a Good Value Proposition? 1. Clear Language Your value proposition should address a primary customer need. Limiting your focus keeps your value proposition clear and easy to understand. With just one main idea, your audience can quickly decide whether your product or service will be the best solution for them. 2. Specific Outcomes Next, you'll want to communicate the specific outcomes your customer can expect to receive from your product or service. Will they save time? Demonstrate how. Will their workflow become more manageable? Show a before-and-after workflow diagram. The specific outcomes will be critical components of your value proposition as they'll exemplify exactly how your customers will use your solution to solve their problems. 3. Points of Differentiation Not only are your potential customers evaluating your business‘ offerings based on their own needs, but they’re also comparing what you offer against competitors. As a result, your value proposition needs detailed points of differentiation. These will help customers understand exactly what sets your company apart. Use Kassandra Rodriguez's litmus test: “You can tell a business has a strong value prop when everybody in the organization can be a salesperson for the brand.” 4. Ability to Execute with Excellence It's not just about whether you can execute on your value proposition. You've got to be able to execute it with excellence, Liz Ellis told me. ““That's not a good value proposition because it's not possible to execute with excellence.”” The 5-Second Test: Show your value proposition to someone unfamiliar with your company for five seconds, then remove it. Ask them what the company does, who it‘s for, and what the main benefit is. If they can’t answer accurately, your message isn't clear enough. Sales Team Feedback: Your sales team hears objections and questions daily. Gather their input on whether your value proposition addresses common concerns, differentiates you effectively, and resonates with prospects during conversations. Analytics and Conversion Data: Monitor key metrics over time including website conversion rates, demo request rates, sales cycle length, and customer acquisition costs. Improvements in these areas often indicate a stronger value proposition is resonating with your audience. What's the difference between a value proposition and a unique value proposition (UVP)? While the terms are often used interchangeably, there's a subtle distinction. A value proposition communicates the overall value your product or service delivers to customers — the benefits, outcomes, and reasons why someone should choose your solution. A unique value proposition (UVP) specifically emphasizes what makes your offering different from and better than competitors. The UVP is the differentiating factor that sets you apart in the market. For example, “We help small businesses manage projects efficiently” is a value proposition. “We help small businesses manage projects efficiently without the complexity and high costs of enterprise software” is a unique value proposition — it adds the differentiation. In practice, the strongest value propositions incorporate uniqueness by default, which is why the terms are often used synonymously. Every value proposition should answer both “what value do you provide?” and “why should customers choose you over alternatives?” How long should a value proposition be?