The best value propositions have one thing in common: they tell your customers exactly why they should choose you over other solutions in your market. How? By highlighting the unique value only you can provide. But understanding this and putting it into practice are two very different things.
In this blog post, you'll learn what a good value proposition includes, how to write one that's clear and compelling, and how to structure it for maximum impact.
...what is a value proposition?
A value proposition provides a succinct summary of your products or services and the benefits customers can expect when they use them. Specifically, it highlights the unique features that set you apart from your competitors.
Writing an effective value proposition begins with research. Look at your competitors. How do they position themselves? What do you notice about their value propositions? This is important as it helps you pinpoint exactly where you fit into the wider market and identify the unique aspects of your offering.
Consider your ideal customers. These are the people you’re going to target, so you need to know:
What their biggest pain points are
How your solution helps to address these issues
What they look for in a solution
Once you’ve completed your competitor and customer research, you can start thinking about the specific details or elements of your offering that distinguish you from your competitors. This could be a free service you provide to complement your offering or something unique in your approach.
Tip: If you have multiple buyer personas, you’ll need to create separate value propositions for each.
What are the key elements of a strong value proposition?
A generic value proposition won't help you stand out from the crowd. But there are common elements you can incorporate into your value proposition to ensure your message is clear and compelling.
1. Use clear and concise language
Don’t waste the limited space you have on unnecessary verbiage, empty claims, industry buzzwords, or technical jargon. Use clear and concise language to quickly articulate what you do and how it benefits your customers.
2. Address a specific problem or need
Focus on a specific customer need or challenge and explain how your solution addresses it. If you try to cover too much ground instead of concentrating on a single issue, it may be difficult for customers to understand what you do.
3. Highlight the benefits of your solution
Describe the tangible benefits or outcomes customers get when they work with you. Will they cut costs? Save time? Make their processes more efficient? Unlock new revenue streams? If you can provide an example of these outcomes – in the form of a relevant stat, for example – even better.
4. Differentiate your offering
Most customers like to shop around before making a purchase decision. Put your unique selling point (USP) front and centre. This will help customers understand what sets you apart from your competitors.
5. Avoid hyperbole
Claiming to be the market leader in your field might look good on paper, but how do you prove it? What’s to stop your competitors from saying the same thing? Avoid superlatives and simply highlight the things you do that no one else does.
How to structure your value proposition
A strong value proposition is composed of three core components:
Subheading or paragraph text
This performs a similar function to the headline in an article, ebook, or any other piece of content. It describes the top-level benefits you provide using clear, concise, and engaging language. An effective headline is one that grabs the reader’s attention and encourages them to learn more.
You can afford to be a bit more descriptive with your subheading or paragraph text. Use this section to expand on the central theme established in your headline. Explain, as succinctly as you can, what you offer, who you serve, and how your products or services differ from your competitors.
If you’re struggling to condense your value proposition into a couple of sentences, consider including a visual element. This could be an eye-catching image, a short infographic that features a few key stats, or even a video that helps to convey your value proposition.
Blend’s value proposition, for instance, might read something like this:
Inbound demand generation for B2Bs in growth mode
We help technology businesses generate pipeline and achieve sustainable growth through a unique combination of inbound marketing expertise and award-winning web design. We’re one of only a handful of HubSpot Elite partners in the world.
Putting it all together
Articulating the reason your business exists and condensing that into a few short sentences can be a daunting task. By following these tips, you’ll be able to write an effective value proposition that resonates with your customers and supports your wider inbound marketing strategy.