7 of the Best Value Proposition Examples We've Ever Seen

7 of the Best Value Proposition Examples We've Ever Seen · 1. Uber – The Smartest Way to Get Around · 2. Apple iPhone – The Experience IS the ... 7oftheBestValuePropositionExamplesWe’veEverSeen DanShewan December9,2021 | Copywriting Home—Blog—7oftheBestValuePropositionExamplesWe’veEverSeen Yourbusiness’svaluepropositionisarguablythemostimportantelementofyouroverallmarketingmessaging.Avaluepropositiontellsprospectswhytheyshoulddobusinesswithyouratherthanyourcompetitors,andmakesthebenefitsofyourproductsorservicescrystalclearfromtheoutset. Unfortunately,manybusinesseseitherburytheirvaluepropositioninbuzzwordsortrite,meaninglessslogans,ordon’tbotherhighlightingitontheirsiteandintheirmarketingcampaigns–ortheydon’tfigureoutwhatitisatall! Today,we’llbelookingatsevenofthebestuniquevaluepropositionexampleswe’vecomeacross.We’llgooverwhatmakesthemsocompelling,someideasfordevelopingorrefiningyourownvalueproposition,andthingsyoushouldbearinmindwhenincorporatingyourvaluepropositionintoyourwebsiteandmarketingmaterials.There’safairbittocover,solet’sdiverightin. 1.Uber–TheSmartestWaytoGetAround FewtechcompaniesareaspolarizingorwidelycriticizedasUber.Asoneofthemostvocalproponentsoftheempowermentofferedbytheso-called“gigeconomy,”Uberhasdeservedlytakenalotofheatfordenyingitsdriversthebasicprotectionsaffordedtolegalemployees,beensubjecttonationalandevengovernmentalscrutinyforitsdecisiontoincorporateinBermudatoavoiditscorporatetaxobligations,andisgenerallytheposterchildforwhyeveryonehatesSiliconValley’suniquebrandof“disruption.” OnethingUbermostdefinitelydoesright,however,isitsuniquevalueproposition. Uber’svalueproposition,offeringuberconvenience Withoutexplicitlysayingso,Uberexpertlyhighlightseverythingthatsucksabouttakingatraditionaltaxiandpointsouthowitsserviceissuperior.Thesimple(yethighlyeffective)copyabove,takenfromtheUberhomepage,excellentlyconveysthesimplicityandeasethatliesattheheartofwhatmakesitsuchatemptingservice: Onetapandacarcomesdirectlytoyou Yourdriverknowsexactlywheretogo Paymentiscompletelycashless Everythingaboutthisdirectlycontraststhetypicalexperienceofgettingataxi–nophonecallstodisinteresteddispatchers,nopainfulconversationstryingtoexplaintoastressed-outcabbieaboutwhereyouneedtobe,andnofumblingforchangeorworryingyou’vegotenoughbillsinyourwallet.Justafast,efficientwaytogetwhereyou’regoing.ThisisreinforcedbytheaspirationalmessagingtowardthetopoftheUberhomepage,whichstatesthat“Yourdaybelongstoyou.” Atthispoint,it’sworthcomparingUber’svaluepropositionwiththatofrivalcompanyLyft.Thetwocompanies’offeringsarevirtuallyidentical,whichiswhatmakesadirectcomparisonofthetwosointeresting.TakealookatthisinformationfromtheLyfthomepage: Lyft’sstep-by-stepvalueproposition Structurallyandthematically,Lyft’shomepageisverysimilartoUber’s.However,there’ssomekeydifferencesherethathighlighthowUber’svaluepropositionismoreclearlypositioned. Firstly,Lyftdoesscoresomepointsforincludingseveralstep-by-stepimagesoftheLyftexperience,helpingvisitorsvisualizewhattakingaridewithLyftislike.However,lookatthecopyforthefirststepoftheprocess.ItliststhethreetiersofLyftservice–Lyft,LyftLine,andLyftPlus–butdoesn’texplainthedifferencebetweentheseservicetiers,ortelltheprospectwhytheyshouldchoosebetweenthem. Also,whileclearlyexplainingthefinalstageoftheprocess–payingandratingthedriver–thisinformationimpliesthatthereisafinaldefinitiveactionrequiredbytheuser,somethingUberdoesnot.Personally,IalmostalwaystrytoratemyUberdrivers(bearinginmindtheoft-speculated“secret”ratingofaround4.6outof5thatmanybelieveservesastheperformancebenchmarkforUberdrivers),butIdon’thaveto.SometimesI’llforgetaboutitandjustgetonwithmyday–itcertainlyisn’trequired,andnorismanuallypayingmydriver.Foraservicebuiltonthenotionofefficiencyandconvenience,thisisabigdeal. Now,onecouldarguethatLyftdoesabetterjobofbeingtransparentaboutwhatuserscanexpect,anargumentthatdefinitelyhasmerit,especiallyifyou’veeverbeenstungbyUber’sunexpected“surge”pricing.However,fortwosuchsimilarservices,I’darguethatUber’svaluepropositionismoreclearlypositioned,andcertainlymorepersuasivethanthatofLyft–animportantdistinctionifyou’reoperatinginacrowdedmarketwithseveralsimilarcompetitors. Freedownload: Upyourgamewithour freeall-staronlineadvertisingplaybook. 2.AppleiPhone–TheExperienceIStheProduct Evenintoday’soversaturatedconsumerelectronicsmarketplace,it’shardtoimagineamoreiconicproductthantheAppleiPhone.It’salsodifficulttoimagineaproductwithasmuchcompetitionasApple’sflagshipmobiledevice,sowhatsetstheiPhoneapartfromthe(literally)hundredsofcompetingdevicesonthemarket? Apple’siPhonevalueproposition,offeringuniqueexperience Asyou’dprobablyexpectfromApple,afirmrenownedasmuchforitscommitmenttosleek,elegantproductdesignasitsactualproducts,ApplefirmlyreiteratesitsvaluepropositioninthecopyaboutitsiPhonerangeofproducts–specifically,thedesignofthedeviceitself,theeaseofusethathasbeenacornerstoneofApple’sdesignaestheticsincethelaunchofOSX,andtheaspirationalqualitiesthataniPhonesupposedlyofferstheuser. ThisaspirationalmessagingisApple’svalueproposition. Takealookatthecopy.Applestatesthatitbelievesaphone“shouldbemorethanacollectionoffeatures”–yetthisispreciselywhatasmartphoneis.WecouldsithereandpokefunatApple’sloftydesignaestheticfordays(the#freejonyivehashtagonTwitter,whichjokesthatApple’sleaddesignerhasbeentrappedinawhiteroomforseveralyears,isaprimeexample),butit’saremarkablyeffectiveapproachthathashelpedAppleremainattheforefrontofabrutallycompetitivemarketforalmostadecade. JonyIve(#freejonyive) Appleknowshowcrowdedandcompetitivethesmartdevicemarketis,soratherthanfocusonaspecificfeature–virtuallynoneofwhichareuniquetotheiPhoneoriOS–thecompanyinsteadoptstofocusontheexperienceofusinganiPhone.Mostcompaniescouldn’tpulloffusingwordssuchas“magical”todescribeusingasmartphone,butApplecan. Ofcourse,Appledoesn’tjustsitonitsproverbiallaurelsandrelyonaspirationalmessagingtosellyouonitsvalueproposition.TheofficialiPhonesitealsotouchesonseveralofthegenuinelyuniquefeaturesofiPhoneandiOStomakeitscase,includingsecurity: AppleiPhonevalueproposition,focusingonsecurity NotonlyisthisaveryclevermoveonApple’spart(especiallyinthewakeofthedisastrousFBISanBernardinoiPhoneunlockinglawsuit),butthecopymatchestherestofApple’smessagingperfectlyandmanagestosimplifyanincrediblycomplextopic–encryption–intoeasilyunderstandablelanguagethatmostuserscangraspandfeelgoodabout. AppleunderstandsthatevenfocusingontheuniquefeaturesofiPhonewouldn’tbeenoughtodistinguishthedeviceinsuchacrowdedmarket.Byemphasizingtheoverallexperienceofusingthedevice,however,Apple’svaluepropositionisasuniqueasitsapproachtoproductdesignandaesthetics. 3.Unbounce–A/BTestingWithoutTechHeadaches Movingawayfromtheworldofconsumer-facingelectronicsandappsandveeringintoB2Bterritory,ourfifthvaluepropositionexamplecomesfromourfriendsatlandingpageoptimizationplatformUnbounce. Unbounce’svalueproposition,offeringeaseofuse Asyoumightexpectfromacompanyspecializinginconversionrateoptimization,Unbounce’svaluepropositionisabundantlyclearfromthemomentyouarriveonthehomepage,namelytheabilitytobuild,publish,andtestlandingpageswithoutanyI.T.support.Formanysmallbusinesses(andevenlargercompanies),theperceivedtechnicaloverheadofA/Btestingisamajorbarriertoentry,makingUnbounce’svaluepropositionparticularlyappealing. Thishomepagealsoboastsanumberofotherfeaturesthatmaketheoverallexperienceverycompelling,suchasastrong,unmissableCTA,andasimplethree-stepvisualrepresentationofhowUnbounce’ssolutionworks.ThecopyalsoclearlystatesthatUnbounceisprimarilyaimedatmarketers(aclearindicationofunderstandingandappealingtoahighlyspecifictargetaudience),aswellasthefactthatuserscancreatemobile-responsivelandingpages,whichitselfaddressesaveryspecificneedorconcernforsomemarketers.Greatstuffallaround. 4.Slack–BeMoreProductiveatWorkwithLessEffort Theworldseemstobedividedintotwotypesofpeople;thosewholoveSlack,andthosewhohaven’ttriedityet.Fortheuninitiated,Slackisaworkplaceproductivityandmessagingapp.It’sdeceptivelysimpletouse,yetrobustenoughforlargeteamsworkingoncomplexprojects(asevidencedbySlack’sverycleverinclusionoftheNASAJetPropulsionLabexampleonthehomepage),sowhatsetsSlackapartfromthethousandsofothermessagingandproductivityapps? Slack’svalueproposition,focusingoncredibilityandproductivity Essentially,Slackdistillsitsvaluepropositionintheexampleabove–itmakesusers’“workinglivessimpler,morepleasant,andmoreproductive.”TheNASAJPLexampleisalsoverycleverinthatitsubtlyimpliesthatifit’sgoodenoughforlargeteamsofscientistsatNASA–thekindofpeoplewhoputrobotsonotherplanets–thenit’sgoodenoughforanyone. However,whilethismightseemlikethevaluepropofvirtuallyeveryproductivityapponthemarket,Slackhasseveraladvantagesthatsupportitscorevaluepropofmakingcollaborationsimpler. Forone,few(ifany)otherproductivityappsboastasmanyintegrationsasSlackdoes.Thismeansthatitsalmostguaranteedtofitintojustaboutanycompany’sexistingcommunicationsworkflow.It’sthisdiversityofsupportedappsthathashelpedSlackalmostsinglehandedlydominatetheworkplaceproductivityspace. “Slack:Allyourtoolsinoneplace.” SimplicityisalsoacorethemeattheheartofSlack’svalueproposition.Afterall,it’shardtogetmoredoneiftheappthatpromisestohelpyoudothatisapainintheasstouse.Thepremiseof“findanything,anywhere,anytime,fromanydevice”isanothersellingpointSlackusersroutinelyevangelizeabout,andforgoodreason. “Slack:Searchyourentirearchive.” Iwon’tdissecteveryaspectofSlack,butsufficetosaythatthemessagingandpositioningofSlackessentiallyaddresseseverycommonpainpointyoucanthinkofaboutcollaboratingwithothersatwork,thensimplifiesitinanalmostirresistibleway.Tonewcomers,itmayevenseemtoogoodtobetrue,whichisarguablywhySlackhasbecomesoinsanelypopular(andhelpedthecompanyachieveabreathtaking$3.8billionvaluation).ReadingoverSlack’swebsite,youcanalmostfeelthesighsofreliefthatSlackpromises. Slack’smantraof“BeLessBusy”isn’tjustacatchyslogan–it’sthecompany’svaluepropositionneatlysummarizedintothreebeautifullysimplewords. 5.Digit–SaveMoneyWithoutThinkingAboutIt Theworldofpersonalfinanceisanotherruthlesslycompetitivespace,andtherearetensofthousandsofappsdesignedtohelppeoplemanagetheirmoneymoreeffectively.However,fewhaveasgoodavaluepropositionasDigit,arelativelynewservicethathelpsusers“savemoney,withoutthinkingaboutit.” Digit’svalueproposition,offeringhands-offsavings DigitallowsuserstosecurelyconnecttheirbankaccountstotheDigitservice,whichthenalgorithmicallyexaminesusers’spendinghabitsandregularexpenses.Itthenbeginsto“optimize”users’accountstosquirrelalittlemoneyawayhereandthereintoanFDIC-guaranteedsavingsaccount,fromwhichuserscanwithdrawtheirsavingsatanytime. ThekeydifferentiatorofDigitfromothersavingsappsisthattheprocessisentirelyautomated.Usersliterallydon’thavetodoathingforDigittostartputtingmoneyintoasavingaccount;afewbuckshere,afewbucksthere,andbeforeyouknowit,you’vegotadecentamountputawayforarainyday,allthewhilemaintainingsufficientfundsforregularoutgoingexpensestobetakencareof.It’sactuallykindofamazing. Savingcanbeamajorfinancialhurdleformanypeople,especiallythoseonreducedorlimitedincomes.Byautomatingtheentireprocess,Digitoffersusersacompletelyhands-offsolutiontosaving.It’snotforeveryone–butthenagain,noproduct,service,orappis–butitisunique,anditsvaluepropositionmakesthisclear. 6.LessAccounting–Bookkeeping,WithouttheHassle Formostpeople(read:peoplewhoaren’tCPAsoraccountingprofessionals),bookkeepingisapainintheass.It’sconfusing,time-consuming,andgenerallyanutterlymiserableexperience,evenifyourbusiness’booksarerelativelysimple.That’swhatmakesLessAccounting’svaluepropositionsocompelling. LessAccounting’svalueproposition,offeringimprovedqualityoflife LessAccounting’sentirepremiseisbuiltuponsimplifyingaccountingandbookkeeping,anditsvaluepropositionisreinforcedthroughoutthesite.Thehomepage’stagline–“Makeyourlifeeasierwithouraccountingsoftware”–makesthisimmediatelyapparent,andasyounavigatethroughthesite,you’reconstantlyremindedoftheproduct’svalueproposition,namelythatnootherbookkeepingsoftwaremakesaccountingassimpleandpainlessasLessAccounting. AlthoughLessAccountingisavailableforlargerbusinesses,it’sprimarilyaimedatsmalloperationssuchasfreelancersandsmall-businessowners,anditsmessagingreflectsthisateverystageofthefunnel.Fromblogpoststhatanswerquestionsthatnewcomerstoaccountingarelikelytohave,tocasestudiesfeaturingsmall-businessownerspraisingtheproduct’ssimplicityandeaseofuse,everyaspectofLessAccounting’smessagingfocusesonhowmucheasierandsimpleryourlifewillbebyusingLessAccounting. 7.CrazyEgg–WebsiteBehaviorTrackingatanUnbeatablePrice Figuringoutpreciselyhowpeopleareusingyourwebsiteisamajorchallengeformanybusinesses.Youmightthinkyouhaveagoodideaaboutyourusers’behavior,butwithouthard,actionabledata,youcan’tknowforcertain.That’swhereCrazyEggcomesin. “CrazyEgg:Wanttomakeyoursitebetter?” CrazyEggisananalyticaltoolthatallowsuserstoviewheatmapsofhowpeopleareactuallyinteractingwithawebsite.Userscanseecursormovements,scrolldepth,andallsortsofothercoolbehavioraltrackingfeaturesthatletthemreallyunderstandhowpeopleareinteractingwiththeirwebsite. However,CrazyEggisfarfromtheonlyplayerinthebehavioraltrackingspace–sowhat’sthevalueproposition?Thatnootherserviceprovidesmorefunctionalityandinsightforabetterprice,withaslittlehassle,asCrazyEggdoes. “CrazyEgg:Likeapairofx-rayglasses” ThesmartfolksatCrazyEggrealizethatnoteveryonewhovisitstheirsitewillbefamiliarwiththeconceptofheatmapsorbehavioraltracking,sotheyprovidevisitorswithafriendly,accessibleoverviewofCrazyEgg’sfeaturestosimplifywhattheproductdoes.Ifyouscrollbeyondthisoverview,yougettotherealmeatofCrazyEgg’svalueproposition: CrazyEgg’svalueproposition,answeringintuitiveFAQ’swithactivediction  ThesitelistsallthethingsuserscandowithCrazyEgg,cleverlyusingactiveverbstoshowvisitorshowmuchbettertheirliveswillbebyusingit.Thislisttemptswould-beuserswiththeprospectsofmakingtheirbudgetsgofarther,advocatingforsitechangesusingactionabledata,makingtestingandanalyticseasierandmoreefficient,aswellasthepromiseofmoreconversionsandheightenedengagement. ItthengoesontohighlighttheeaseofusewithwhichCrazyEggcanbeimplemented,emphasizingthefactthatthereisvirtuallyzerotechnicaloverheadforusingtheproduct,beforestatinganothercoreaspectofitsvalueproposition,namelythatit’sthemostfullyfeaturedproductofitstypeinitspricerange. Whenyouconsidertheoverallflowofthispage,it’sverycleverindeed.Itusessimple,accessiblelanguageandposesaquestiondesignedtopiqueusers’interest,beforeprovidingaclearoverviewofwhatyoucandowithit,andthensealsthedealbyhighlightingthecentralelementsofthevalueproposition. Nailingyourownvalueprop Hopefullythesevaluepropositionexampleshavegivenyousomeideasofhowyoucanimproveorclarifyyourbusiness’valueproposition.Youdon’tneedanimmensemarketingordesignbudgettoputwhatmakesyourbusinessthebestfront-and-centerinyourmessaging–justalittlefocusandamomentortwotoconsideryoursitefromtheperspectiveofyourusers. MeetTheAuthor DanShewan OriginallyfromtheU.K.,DanShewanisajournalistandwebcontentspecialistwhonowlivesandwritesinNewEngland.Dan’sworkhasappearedinawiderangeofpublicationsinprintandonline,includingTheGuardian,TheDailyBeast,PacificStandardmagazine,TheIndependent,McSweeney’sInternetTendency,andmanyotheroutlets. SeeotherpostsbyDanShewan MoreArticlesLikeThis 24Creative,Competitive,&Click-WorthyAdCopyExamples(+HowtoReplicateThem) Saygoodbyeto[copy]writer'sblockwiththeseexamplesandtakeawaysfromsearch,display,andsocialads. HowtoWriteaGreatPressReleasein7Steps(withTemplates!) Herearethesevenessentialsforagreatpressrelease,howtowriteapressreleaseforanewbusiness,product,event,award,andmore—plusfreepressreleasetemplates! 64[Non-Cliche!]HolidayCopywritingIdeas,Examples,&Prompts Standoutfromgenericholidaymessagingwiththese64ideas,examples,andpromptsforauthenticholidaycopywriting. Comments PleasereadourCommentPolicybeforecommenting. Signupforourweeklynewsletter! Loading... 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