21 value proposition examples that every marketer can learn ...

21 value proposition examples that every marketer can learn from in 2021 · 1. MailChimp: Integrated marketing platform · 3. Lyft: Get a ride or ... ... LearningCenterInboundMarketing ContentMarketing FreeCourse: ElementsofaGreatTheyAsk,YouAnswerWebsite StarttheCourse FreeWebsiteCourse FreeCourse: Transformyourwebsiteintoyourbestsalespersonandgetsetupforinboundmarketingsuccess! Inthiscourse,you’lllearn: Whatcontentandfeaturesyourwebsiteneedstosucceedwithinboundmarketing Howtodesignyourwebsitetobesteducateyouraudience Howtograduallymakeimprovementsorredesignentireelementsofthewebsite StarttheCourse 21valuepropositionexamplesthateverymarketercanlearnfromin2021 By RamonaSukhraj RamonaSukhrajalsorecommendsthisfreecourse,ElementsofaGreatTheyAsk,YouAnswerWebsite. StarttheCourse Withtheaveragehumanattentionspanthesedaysgettingshorterandshorter,inboundmarketingisalotlikespeeddating. Whenprospectsgetinfrontofyou(orinthiscase,arriveonyourbusinesswebsite),youhavetobeabletoshowthemeverythingyouofferwhileyouhavetheirattention,orelsethebellwillringandthey'llbeofftothenextoptionbeforeyougetthechance.  🎓IMPACT+course:Investinginyourbusinesswebsite'suserexperience Talkaboutamissedconnection.  Inthemarketingworld,themosteffectivewayofavoidingthislonelyfateisthroughaskillfullywritten valuepropositionasapartof yourgreaterbrandmessagingstrategy. FreeCourse: ElementsofaGreatTheyAsk,YouAnswerWebsite Whatisavalueproposition?  Simplyput,avaluepropositionisessentiallyawrittenpromiseofwhatyourbusinesswilldeliver.Itintroducesyouraudienceandsetsaclearunderstandingofwhatyoudo,whomyoudoitfor,andhowyoudoitdifferently. AccordingtoaninfographicfromQuickSprout,atrulygreatvaluepropositioninthedigitalmarketingspaceisalso: Easytounderstand. Communicatesspecificresultsthatthecustomerwillget. Explainshowyou'redifferent(andbetter). Canbereadandunderstoodinfiveseconds. Buthowdoyoudothat? Howtowriteavalueproposition Thereareseveraldifferentapproachestowritinganeffectivevalueproposition.Oneofourfavorites(thoughdesignedformarketingmessagingatlarge)isTheStoryBrandFramework,butregardlessofwhichapproachyoutake,yourvaluepropositionshouldanswerfourquestions: Whoisyouraudience? Whatpainpointdoyousolveforthem? Whatdoyoudotosolveit? Howdoesyourproductorservicedoitdifferentlyfromotheroptions? 🔎Related:4questionsfordefiningawinningvaluepropositionin2021 Towriteyourvalueproposition,startbyaimingtoanswerallofthesequestionsinasinglesentence.Itmaybealongsentence,butthat'sOK. Onceyouhavethat,thisiswherekeenmarketingandcopywritingskillscomeintoplay.Startrefiningtonotonlyshortenbutgettoaheadlinethathitstherightbalanceofclarityandemotionalresonanceneededtoreachyouraudience. Ifyouhavetroublefittingeverythingintoashortheadline,don'tworry!Avaluepropositioncanandiscommonlyaidedbyasubheader,acall-to-action(CTA),orevenvisualslikeavideoorimages.  Writingapowerfulvaluepropositionisdefinitelysomethingyoucanlearn–butlikeanyskill,ithelpstoseeexamplesfromthosethatdiditright.Withthatinmind,hereare21ridiculouslyeffectivevaluepropositionexamples. 1.MailChimp:Integratedmarketingplatform Afewyearsago,MailChimpwasjustanemailmarketingtool,butasthey'veexpandedtoaddmarketingautomationandstorefronts(amongotherthings),theirvaluepropositionmakesitclearthatyoucannowdoitallwiththem.  Itthenaddscontextwithasubheaderexplaininghowitbringsyour"audiencedata,marketingchannels,andinsightstogethersoyoucanreachyourgoalsfaster—allfromasingleplatform." 2.BillRaganRoofing*:Localroofrepair *Editor'sNote:BillyRaganRoofingisanIMPACTClient Nextup,wehaveBillRaganRoofing. Thisvalueproposition'sauthenticitystruckmewhenIfirstlandedontheirhomepage. "Repairingorreplacingyourroofisn'tfun,wewanttomakeitabetterexperienceforyou."It'ssimpleandhuman;liketheyactuallyunderstandthepainpointoftheircustomersandcareaboutmakingtheirlivesalittlebitbetterinthisway.  Whatdotheydo?Theysolveyourroofingproblems.How?Bymakingittheirproblem,notyours.  🔎Relatedcontent: BillRaganRoofingdoubledtheirrevenueafterhiringacontentmanager IMPACT+course:Howtohireacontentmanagerforyourcompany 3.Lyft:Getarideorbecomeadriver Whilethisdeviatesabitfromourformulasharedearlier,IlovethecreativityofLyft'svalueproposition. Ratherthanovertlystatewhatitdoes(ride-sharingforanyonewhoneedsit),itdescribestheexperienceofthis—hoppinginacar,openingawindow,and,aftertheCOVID-19pandemic,gettingoutintotheworld.  Unlikeothersonourlist,Lyftalsoskillfullytargetstwopersonas(ridersanddrivers)atthesametimewiththisoneheadline.Manycompanieswouldshyawayfromthis,butLyft'scleandesignandcalls-to-actionmakethejourneyandvalueeasytounderstand. Theyalsomakegreatuseofdiverseandrelatableimagery.🔎Related:11diversestockphotoresourcestohelpbuyersseethemselvesinyourbrand 4.HubSpot:Techyouneedtohelpyourbusinessgroweffectively LikeMailChimp,HubSpot'sofferingshaveexpandedovertheyears.Whileit'salwaysbeenanall-in-oneformarketing,italsonowaimstohelpsalesandserviceteamsaswell. Inthisvalueproposition,theyhighlighttheirpurpose:tohelpyougrowbetter.Itthenusesasubheadertogointodetailabouthow.  5.MizzenandMain:Classy,butcomfortabledressshirts Inthisexample,thecottondressshirtcompanyclearlyknowsits buyerpersona—peoplewhowantdressshirtsthatlooklikeanice,formaldressshirt,butarebuilttobecomfortablethroughanentireworkday. MizzenandMaincapturesthisvaluepowerfullyinjustthreewords,thenusesasubheadertodrivehomethepainpointitsolvesandalsospeaktothepost-pandemicenvironmentwe'rein. Myonlyqualmhereisdesign.Thisvaluepropositionwouldbeevenstrongeriftherewasboldercontrastbetweenitandtheheroimage.  6.Pagely:ManagedWordPressservices Inthisvalueproposition,Pagelyissimplebutstronginansweringwhatitdoesandforwho:IthelpsbigbrandsandbusinessesscaleusingWordPress.Itthenusesasubheadertofurtherdetailhow(withmanagedservices)andaddsanemotionalpunchsayingit'lldeliverpeaceofmind.  Italsodoesagreatjobofgrabbingyourattentionbyshowingthelogosofwell-knownbrandsthey'veworkedwithassocialproofoftheirvalueproposition.  7.Bitly:Linkshortenerandanalyticstool Knownforitslinkshortening,Bitlyisallaboutremovingclutterandbeingconcise,soit'sonlynaturalthatthecompany'svaluepropositionreflectsthesetraitsaswell. Inthissimplevalueproposition,Bitlysummarizeswhatitactuallydoes(createsshortlinks)andwhatitleadsto(bigresults).Simple,direct,andeffective.  8.AppliedEducationalSystems*(AES):Digitalcurriculummanagementtools *Editor'sNote:AppliedEducationalSystemsisanIMPACTClient AESisanotherIMPACTclientthatdoesagreatjobwithitsvalueproposition.Onitshomepage,theorganizationhighlightsthepainpointitsolves(spendingallyourtimeasaneducatorgradingandplanning)andthevalueitprovides(givingyoubackmoretimetoconnectwithyourstudents). Itthengoesontoexplainhowinashortsubheader.Overall,theydoabeautifuljobofstrikinganemotionalchordandspeakingdirectlytotheiraudience,butstillmakingitaclearmessageanyonecouldunderstand.  9.Vimeo:Professional-qualityvideohosting Ifyou'refamiliarwithit,youknowVimeoisacompetitortoYouTubethattendstocatertoamoresophisticateduserbase.Andwhileitsheadlineisabitgeneral,thesubheadermakessuretodrivehomethisdifferentiatorandspeaktothisaudience.  WhenyouchoosetheVimeoplatformoverYouTube,you'remakingacommitmenttopostingsomething"professional"andhigh-quality,notjustanothercatvideo.(Nooffense,catvideos.)   Myonlyqualmhereisthat,foravisualplatform,there'snovisualelementtothepageorvalueproposition.Iwouldloveforthemtoaddavideoorimagetodrivehomethismessage.  10.FreshBooks:Small-businessaccountingsoftware Intheirvalueproposition,Freshbooksdoesagreatjoboftellingyouexactlywhattheydoandwhomitisfor,directlycallingouttheirpersonas(businessowners).  Initssubheader,FreshBooksthenmakesitclearthattheyunderstandwhereyourfocusandattentionasabusinessownershouldbe,andit'snotworryingaboutbalancingyourbooks.  11.DuckDuckGo:Trulyprivatewebbrowsing Thoughabitsmallerthanothersonourlist,DuckDuckGohasoneofthemosteffectivevaluepropositionsonourlistbecauseitusesaquestiondirectedatthevisitor. "Tiredofbeingtrackedonline?"Iftheanswerisyes,they'reheretohelpyou.Unlikebiggersearchengines,DuckDuckGomakesprivacyatoppriority,andasitskeydifferentiator,itwantsyoutoknowthatassoonasyouarriveonitssite.  12.Mint:Personalfinancemanagementmadeeasy Assomeonewholovesagoodpun,IadoreMint’svalueproposition. Itusesplayfullanguagetohighlightitsoffering(anewandmodernwaytomanagemoney)andthepainpoint(financialmanagement)inoneshort,memorableline.Likemanyothersonourlist,Mintthengoesontogivemoredetailsinasubheader,butwhatreallystandsouthereisthecleveruseofcolor. Theteamusesanon-brandgreentoguideyoureyetokeywordsdescribingitspurpose.ItthenusesthesamecolorfortheCTAyouneedtoclicktogetthevaluedescribed.Thisisasmallbuteffectivedetailthatmanybrandsoverlook. 13.Weebly:Free,buteffectivewebsites Withsomanyfreewebsiteplayersinthemarkettoday,Weeblyusesitsvaluepropositiontodrivehomethatwhileitswebsitesarefree,theyarebuilttolastandaccomplishwhatyouneedtogrowyourbusiness.  Whoisitfor?Businessesthatwanttoreachtheircustomers"instyle."What'stheirsolution?Afreewebsite.Whatmakesitdifferent?Namely,itswideselectionofstylishandcustomizabledesigns.   Theyalsointerestinglyoptedtoputthisvaluepropositionslightlybelowthefoldandleadwiththeircall-to-action.Greatwaytoletyourproductspeakforitselfandgetpeopleengaged,rightaway! 14.TortugaBackpacks:Backpacksmadeformorecarefreetravel   Manypeoplemayassociatebackpackswithschoolkids,butinthisformerproposition,Tortugamakesitclearthatthatwasnotitsmarket. Makingtravelbackpacksforinternational,urbantravel,thebrandtargetshardcoretravelersannoyedatthethoughtofbeingweigheddownbyheavyluggageandhavingitimpedeontheiradventures.Itsimageryandmessagingresonateperfectlywiththisaudience,giveadeeperlookattheproductandwhatmakesitunique,andalsoincorporatesomediversity.I'mafan! 15.Salesforce:Theworld'sNo.1CRM Salesforce'svaluepropositionhasgonethroughmanyiterationsovertheyears.Initsmostrecentversion,ittakesaveryuniqueapproach,highlightingoneofitsclients/casestudiesassupportofitsclaim. Withthis,notonlydoesthevaluepropositiontellyouwhatSalesforcedoes,itintroducesyoutosomeonerealwhocanvouchforit.Italsoboldlycallsoutitsleadershipintheindustry,describingitselfas"theworld's#1CRM." 16.Evernote:Digitalnotecreationandstorage Peoplehavealottodothesedays,andevenmoretoremember.Evernoteknowsthatandwantstohelpbyhelpingyoutakebetternotesandsortthroughthemfasterwhenyouneedto.  Asanapp,Evernotedoesagreatjobofsupportingthisvalueproposition(andhighlightingitsflexibility)withimagesshowingwhatitstoollookslikeonmultipledevices.  17.HelloFresh:Stressfreemeals HelloFresh'sdirect-to-doorservicesendsyouyummyrecipesandfresh,pre-portionedingredientssothatyoucantrynewfoodsandhoneyourcookingskillswithoutallthebusywork. Inthissimplebuteffectivevalueproposition,HelloFreshspeaksdirectlytowhyitsidealcustomersbuyfromthem—becausetheymakemealtimelessstressful. Theythenusesocialproof(beingthemostpopularmealkitoptionintheU.S.)andacelebrityendorsement(AntoniPorowskiofNetflix'sQueerEyefame)tovouchforitsquality.  18.Invision:Betterdesigncollaboration Invisionisdedicatedtostreamliningthedesignprocessbymakingiteasierforpeopletoshare,view,andcollaborateondesignmockupsandprototypes. Theresult?Betterdesign,donefaster,anddoneasateam,asexplainedinitsvalueproposition.  19.Dakota* *Editor'sNote:DakotaisanIMPACTClient Inthisno-frillsexample,IMPACTclientDakotaisdirectandclearaboutwhomit'sspeakingto(Investmentfirms)andwhatproblemitsolvesforthem(findingallocators).Itthenusesaloopingvideoofimagesintheherobackgroundandasubheadertogetmorespecificabouthowandusingaboldredcall-to-actiontoguideyoutothenextstep.  Inmarketing,wesometimesforgetthatclarityisjustasimportantasbeingclever.AsDonaldMiller,authorofBuildingaStoryBrandsays,youdon'twantyourcustomerto"burntoomanycalories"tryingtofigureoutwhatyoudo.Dakotamakessurethatdoesn'thappen.  20.Updatey:Simplifiedprojectmanagement   Next,Updateyhascraftedavaluepropositionthatfeelscohesivetonotonlyitsproduct(asseenintheimagefeatured),buttoitsoverallbranding—simpleandbeautiful.  Brandconsistencyaside,thisvaluepropositionalsosuggeststhattheproductwilltakesomethingascomplicatedasprojectmanagementandmakeitjustassimple. 21.AdvancedDataSystemsCorp(ADSC)*:Efficientandeffectivemedicalpracticesoftware *Editor'sNote:AdvancedDataSystemsCorpisanIMPACTClient Last,butnotleast,ADSCisamedicalsoftwarecompanyofferingavarietyofsolutionsformedicalpractices.Inthisexampleofavalueproposition,theycapturethreeofthebiggestresultsyou'llseefromworkingwiththem. Notonlywillyoubemoreefficient,seeingmorepatientsandbeingabletoworkonthemove,you'llalsoultimatelygeneratemorerevenue.Thesubheaderandvideointheheroareathenaidthismessage,showingandtellingyoumorespecificallyhow.  FreeCourse: ElementsofaGreatTheyAsk,YouAnswerWebsite Transformyourwebsiteintoyourbestsalespersonandgetsetupforinboundmarketingsuccess! Inthiscourse,you’lllearn: Whatcontentandfeaturesyourwebsiteneedstosucceedwithinboundmarketing Howtodesignyourwebsitetobesteducateyouraudience Howtograduallymakeimprovementsorredesignentireelementsofthewebsite StarttheCourse Topics: ContentMarketing MarketingStrategy WebsiteCopy PublishedonJune3,2021 Don'tforgettosharethispost: RecentArticles ContentMarketing LongFormvs.ShortFormContent:WhichIsBetterForYourBusiness? January3,2022 • 9minread ContentMarketing WhatShoulda2022ContentMarketingStrategyInclude? 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