By Clint Sanchez · Published · Updated · 3 min read
Quick answer
A value proposition is the clear statement of what a customer gets from your product or company and why they should choose it over the competition. To write one that sells, focus on the customer, keep it simple, be specific, use strong words, make every claim believable and backed by facts, and test it on your target market. Start by listing your benefits, features, the needs you address, and why a customer would pick you.
Key takeaways
- A good value proposition sets you apart from competitors selling the same products and tells customers what is in it for them.
- Write for the customer, not for yourself: the first question a value proposition answers is what is in it for them.
- Keep it short and simple, and be specific about what makes you better instead of claiming to be the best.
- Every claim needs to be believable and backed by evidence, not feelings or opinions.
- Test the finished value proposition on your target market and watch how they react before you commit to it.
- Your unique selling proposition is the single thing that distinguishes you from the competition and the main reason people should buy.
Search for a roofer, a plumber, or an HVAC company in Denham Springs and every result says the same three things: licensed, insured, family-owned. In a market this crowded, a value proposition that repeats those words is invisible. The Livingston Parish business that names a specific benefit, same-day service after a storm or a written price before the truck rolls, wins the click.
A good value proposition is what sets you apart from the millennia of competitors offering the same products. It’s the special factor that tells your potential customers why they should choose you.
Are you having a hard time getting people to see the value in your product or company? You’re not alone. Most business owners struggle with this issue, and it’s one of the main reasons so many businesses fail.
But don’t worry, there is a solution. A good value proposition sets you apart from the competition and gives you a better chance of attracting customers. It tells them what’s in it for them and why they should choose your product or company over the thousands of others available.
To create a good value proposition, you need to understand what makes your product or company unique. What are its benefits? What are its features? Once you know this, you can start crafting a value proposition that will sell.
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Here are a few tips to help you get started:
- Focus on the customer. When creating your value proposition, remember who you’re writing it for the customer. What’s in it for them?
- Keep it simple. Your value proposition doesn’t have to be long or complicated. Its goal is simply to tell your customers what’s unique about your product or company and why they should choose you.
- Be specific. Don’t just say that your product is the best or has a lot of features. Instead, be clear about what makes it the best and what sets it apart from the competition.
- Use strong adjectives. When describing your product or company, use strong adjectives to grab your customers’ attention. For example, “revolutionary,” “innovative,” “unique,” etc.
- Make it believable. Your value proposition should be believable and backed up by facts. Don’t make any outrageous claims that you can’t back up with evidence (not feelings, not opinions).
- Test it out. Once you’ve created your value proposition, test it out on your target market. See how they react to it and if it resonates with them.
Remember, a good value proposition is what sets you apart from the competition and makes people want to buy from you. So take the time to create one that’s well-crafted and will sell your product or company.
Next, ask yourself (and answer) the following questions:
What are the benefits of using your product or service?
Some benefits may include:
- Increased productivity
- Cost savings
- Time savings
- Enhanced security
- Greater efficiency
- Increased profits
What are the features of your product or service?
Some features may include:
- Customizable
- Scalable
- Easily accessible
- Intuitive interface
- Solid functionality
- User-friendly
- Fast and efficient
What needs does your product or service address?
Some needs that may be addressed include:
- Business efficiency
- Time management
- Security and privacy
- Organization and productivity
- Productivity enhancement
Why should the customer choose your product or service over the competition?
Some reasons may include:
- Lower cost
- Higher quality
- Better features
- More customized options
- Better customer service
What is your unique selling proposition?
Your unique selling proposition (USP) is what distinguishes your product or company from the competition. It’s what makes you get noticed and is the main reason why people should buy
Remember, a good value proposition should be clear, concise, and easy to understand. It should also highlight the benefits that your potential customers will receive by using your product or company. If you can accomplish this, you’ll be well on your way to creating a winning value proposition.
What do you think? What’s your business’s value proposition? How would you improve it?
Drop us a comment below and let us know!
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About the author
Founder & Lead Developer · Denham Springs, LA
Clint has built and marketed websites for 26 years, since founding BlakSheep Creative in 2000. He is also a 29-year firefighter and a 23-year member of IAFF Local 557, which is where the bias toward plain answers over sales copy comes from.
- Veteran-owned
- Firefighter-owned
- IAFF Local 557
Common questions about digital marketing
What is a value proposition?
How long should a value proposition be?
What is the difference between a value proposition and a unique selling proposition?
How do you test a value proposition?
What makes a value proposition believable?
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