9 Best Value Proposition Examples + How to Write It - Sixads

Unique value proposition examples · Slack makes it downright pleasant to work together. · Payments infrastructure for the internet · Great writing, ... Knockknock.Who'sthere?2022.You’rejustintimetohoponthemoresaleswagon.Learnhow.HomepageBlog9BestValuePropositionExamples+HowtoCreateOneByKristina31Mar,202112minreadValuePropositionExamplesTableofContentsWhatisavalueproposition? HowtowriteavaluepropositionstatementValuepropositionguide:4templatesStructureofavaluepropositionExtravaluepropositionexamplesUniquevaluepropositionexamplesCharacteristicsofacompellingvalueproposition Writingavaluepropositionisn'taone-off. Sharearticle:Notquiteaslogan,notquiteamissionstatement;avaluepropositionisyourchancetotellyourtargetmarketwhatmakesyoubetterthaneveryoneelse.Yourvaluepropositionbringstogetheryourcustomers’wants,needs,andfearswithyourproduct’sbenefitsandfeatures.Butyourvaluepropshouldn’tjustbealistoffeatures…Itneedstobeexcellentcopywritingthatcapturesyouraudience’sattention,usingtheirlanguageandtellstheminafewshort,simplephraseswhytheyshouldbuyfromyouratherthanyourcompetitors.Agreatorpoorvaluepropositioncanbethekeydeciderinwhetheracustomerwilldivedeeperintoyourwebsiteorhitthe“back”button,soit’svitalyougetthisright.Whatisavalueproposition? Ifyourunasearchtotryandfindoutwhatavaluepropositionis,chancesareyou’llbeoverwhelmedwithaplethoraofresultsthatreallydon’tclarifyanything. ButwethinkthebestvaluepropositiondefinitioncomesfromMichaelSkok: “Initssimplestterms,avaluepropositionisapositioningstatementthatexplainswhatbenefityouprovideforwhoandhowyoudoituniquelywell.Itdescribesyourtargetbuyer,thepainpointyousolve,andwhyyou’redistinctlybetterthanthealternatives.”Thekeywordinthisvaluepropositiondefinitionis“uniquely.”Successfule-commercevaluepropositionswillfocusonhowyourbrandisdifferentfromitscompetitorsandwhatservicesyouofferthatnobodyelsedoes.EstablishingauniquevaluepropositionAlthoughtheconceptofhavingauniquevaluepropositionmightnotsoundlikeanythingnew,itcanbeeasiersaidthandonetocomeupwithauniquesellingpoint(USP)inasaturatedmarket.It’simportantnottopickauniquefeatureforthesakeofauniquefeature(“ourplumbersallhaveredhair”);theuniquenessofyourbrand,product,and/orservicesneedtoaddvaluetoyourcustomers’livesandtheirexperiencewithyou.Remember,whatmakesyouuniquedoesn’tneedtoapplytoeverybrandever:itjustneedstomakeyoustandoutinyourcustomer’smind.Byofferingsomethingthat’sbetterthanwhatyourcompetitorsells–andclearlystatingwhatthisisinyourvalueprop–customersaremorelikelytorememberandbuyfromyou.Isavaluepropositionthesameasaslogan? Althoughvaluepropositionsandsloganshaveafairamountincommon–they’recatchy,memorablestatementsthattellacustomerwhoyouare–theyarenotthesamething.Asloganortaglineisashort,catchyphraseof3-5wordsthatgoalongsideyourbrandnameandlogo.Thinkofitasalogoinwriting.Whileasloganisanadvantageousmethodofintroducingyourselftothemarketplace,itdoesn’tactuallyoffermuchinformation.However,avaluepropositionstatementislongerandgoesdeeperintowhoyouareasabrandandwhyyou’redifferentfromthecompetition. Whenwritingavalueproposition,you’llneedtodemonstrateathoroughunderstandingofyourtargetmarket:theirneeds,wants,andfears,andhowyourproductorservicecanaddressthese.HowtowriteavaluepropositionstatementCreatingavaluepropositionstatementcanfeellikeadauntingtask,particularlyifyou’renewtomarketing,butitdoesn’tneedtobe.Aslongasyouunderstandyourtargetaudienceandhaveaclearideaofwhatyourbrandoffers,therearesometricksthatmakeiteasiertocraftanexcellentvalueproposition. It’sagoodideatostartwithareasonablysmallfocusgrouptobrainstormandtestthevaluepropositionofaproduct.Thisshouldinvolvepeopleacrossyourbusiness,andeveryoneshouldgetasayinthefinaldraft.Onceyou’rehappy,it’svitaltotestyourvaluepropositionwithrealcustomers.A/Btestingisinstrumentalforcraftingaqualityvalueproposition.Youshouldalsoconsideryourwebsite’slayoutandwherethevaluestatementwillbeshownoneverypage.Valuepropositioncanvas ThebestplacetostartcraftingavaluepropositionstatementisbydownloadingafreevaluepropositioncanvasfromStrategyzer. Imagesource:strategyzerThisusefultoolwillaidwiththebrainstormingprocessandhelpyoufindthelinksbetweenwhatyourcustomerswantandwhatyouhavetooffer.OneofthemostusefulexamplesofthiscanvasthatwefoundcomesfromPeterThomson: Imagesource:strategyzerTocompletethiscanvas,you’llneedtoaskyourself(andthefocusgroup)aseriesofquestions,including:Abouttheproduct: Whatdoesitdo? Howdoesitwork?Whatfeaturesdoesithave?Whatdoesusingtheproductfeellike?Tothecustomer: Whatemotionswoulddriveyoutopurchasethis?Whataretherationalreasonstopurchase?Arethereanyhiddenneedssolvedbytheproduct?Whywouldapersonnotwanttoswitchtoyourproduct?Howisthecustomercurrentlydealingwiththeproblemthisproductsolves?Valuepropositionguide:4templatesOnceyou’vecompletedthevaluepropositioncanvasandhaveacomprehensiveunderstandingofwhatyourcustomerswant/needandhowyourproductsolvesaproblemforthem,it’stimetocomeupwithyouruniquevalueproposition.Thereareafewoptionsforphrasingthevaluepropositionofaproduct,butsomeofthebesttemplateswe’vefoundincludethefollowing:E-storesaregoingtomakethebigbucksthisyear.Youcandoittoo.Youcandoittoo.Showmehow1.GeoffMooreInGeoffMoore’sbook,CrossingtheChasm,hesuggestsanexcellenttemplateforformattingavaluepropositionexample:              “For[targetcustomer]who[needsorwantsX],our[product/service]is[categoryofindustry]that[benefits]”Ifwepretendtobeasustainablefashionretailer,thiscouldbe:             Foreco-consciousfashionistaswhowanttolookgoodwithoutharmingtheplanet,ourclothingisthelatestfashionthatismadefromsustainablysourcedandrecycledmaterials.2.SteveBlankSteveBlankprobablyoffersthemoststraightforwardapproachtocraftingauniquevalueproposition:             “Wehelp[X]to[Y]by[Z]”Usingoureco-friendlyfashionstorefromearlier,thiscouldbe:             “Wehelpeco-consciousfashionistastolookgreatandlowertheirenvironmentalimpactbycreatingsustainableclothinginthelatesttrends.”3.PeterSandeenPeterSandeen’sapproachtovaluepropositionsistoavoid“marketingbladiblaa”andensureyourvaluestatementexamplesareexplicitandclear,withevidencetobackupyourclaims.Todothis,hesuggeststhinkingaboutthefollowingtwoquestions: Whatmakesyouvaluable?Howcanyouproveit? Sandeen’sideaisthatbyusingstudies,socialproof,andtestimonialstobackupthemostpersuasivereasonspeopleshoulduseyourbrand,you’llpresentamorepersuasiveargumentandincreasesalesconversions.  4.VlaskovitsandCooperIntheirbook,TheEntrepreneur’sGuidetoCustomerDevelopment,VlaskovitsandCoopercraftedacustomer-problem-solutionvaluepropositionguidetohelpyouclarifyexactlyhowyourproductorserviceaddsvalue.Tousethisguide,youneedtoestablishthreethings:Customer[whoisyourtargetcustomer?]Problem[whatproblemisthecustomercurrentlyfacing?]Solution[howwillyousolvetheproblem?]Foroureco-friendlyfashionstore,thiscouldbebrokendownasfollows:Customer=eco-consciousfashionistasProblem=Feelingliketheyhavetochoosebetweenenvironmentallyfriendlyproductsorthelatestfashiontrends.Solution=afashionbrandthatusessustainableandrecycledmaterialswhilekeepingupwiththelateststyles.Onceyou’veestablishedyourcustomer-problem-solutiontemplate,youcantransformthekeypointsintoafewshortandcatchysentencestocapturetheattentionofyourtargetaudience.StructureofavaluepropositionOnceyou’vefiguredoutthekeypointsthatneedtobeaddressed,youneedtolearnhowtowriteavalueproposition.Whilesuccessfule-commercevaluepropositionswillvaryfrombrand-to-brand,someofthebestvaluepropswillbestructuredasfollows:Headline:Whatisthemainbenefityou’reoffering?Summarizethisinoneshort,attention-grabbingsentence. 2-3sentences:Breakdownwhatyouofferinalittlemoredetail,includingwhoit’sforandwhyitwouldbenefitthecustomer.Thiscouldalsobeasub-headline. 3bullet-points:Listthekeybenefitsoftheproductorservice.Ideally,thiswillfocusmoreonthebenefitsoftheproduct,ratherthanthespecificfeatures…Unlessthefeaturesareparticularlyuniqueorspecial. Image:thebestbrandingandmarketingincludesavisual.Featuringaphotooftheproduct,aheroshot,oranotherimagethatreinforcesyourmessagewillaidyourconversionsandhelpyoucreateanawesomevalueprop(andwhileyou’reatit,youmayaswellhaveathinkaboutcreativethingstopostonInstagram,too!). LanguagemattersWhenconsideringvaluestatementexamples,theyshouldalwaysbewrittenintheeverydaylanguageofyourtargetaudience…Thismeansthatvaluepropositionsshouldbefreefromjargonandcapableofbeingunderstoodin5secondsorless.Youshouldalsoavoidhyperboleinyourmarketing.Unlessyoucanprovethatyouactuallyhave“NewYork’sBestCoffee”oryourproductissomething“neverseenbefore!”insomequantifiableway,thesesortsofclaimshavenoplaceinyourvaluepropositionstatement.ExtravaluepropositionexamplesOccasionally,yourvaluepropositionstatementwon’tbequiteenoughtoconvincesomeonetochooseyouabovealltheotheroptionsinyourindustry…Inthiscase,extravalueproposition“boosters”onyourlandingpagecanbeagreatwaytotipthescalesinyourfavor.Theselittleextraperksshouldn’tgointhevaluepropositionofaproductitself,butcouldbeincludedinthecornerofyourhomepageandlandingpage,plusmentionedthroughoutyourwebsiteforenhancedconversionoptimization.Somemarketingideasforvalue-adding“boosters”include:FreeshippingNextdaydeliveryFreegiftwithpurchaseNosetupfeesCancelanytimeMoney-backguaranteeFreetrialDiscounts/salesCustomizationoptionsOrdertracking(checkoutsomeawesomeshippingappsthatofferthesefeatures)UniquevaluepropositionexamplesNowweknowhowtowriteavaluepropositionandsomeofthethingsyoumightincludeinthevaluepropositionofaproductorservice;herearesomeofthebestvaluepropositionexamplesyoucanuseforinspiration.Toanalyzethesevaluepropositionexamples,we’regoingtouseVlaskovitsandCooper’sCustomer-Product-Solutionmodel.Asthesearesomeofthebestvaluestatementexamples,wecanexpectittobeeffortlesstoestablishexactlywhothecustomeris,whatproblemthey’refacing,andhowthecompanysolvesthatproblem.1.SlackSlackmakesitdownrightpleasanttoworktogether.Slackoffersafewvariationsonitsvaluepropositionstatement,buttheyallfocusoneaseofuse,enhancedproductivity,andpleasantness.Intheexampleabove,theyuseashortandsweettaglinetodrawtheuserin,demonstratingwhattheirproductlookslikeandabriefexplanationofwhattheydo.Whenyouscrolldownonthehomepage,Slackalsoprovidesexamplesoflayouts,features,andbenefitsoftheproductandbacksanyclaimsupwithtestimonialsandstatistics.Slackalsooffersanextravaluepropositionboosterwiththe“tryforfree”calltoactiontoenticeuncertainuserstolearnmore.  Customer:Small,medium,orlargebusinessteams.Problem:Teamsneedtocommunicatewitheachotherinasharedspace.Solution:Fastmessagingwiththeabilitytocreate“channels”tokeepyourworkspaceandcommunicationsclearandorganized.2.StripePaymentsinfrastructurefortheinternetStripeisadigitalpaymenttoolthatmarketsitselfaseasilyaccessibleandstraightforwardtouse.Theheadline“paymentsinfrastructurefortheinternet”ispotentiallyalittlemoretechnicalinitslanugagethanother,moresimplevaluepropositionexamples.Still,itclearlyexplainswhatuserswillgetoutoftheservice.Customer:Companiesofallsizes.Problem:Managingthefinancialaspectsofthebusiness,includingsendingandreceivingpayments.Solution:Anall-in-oneprogramthatallowsyoutoacceptpayments,sendinvoices,andmanageyourbusinessinoneconvenientlocation.3.Grammarly Greatwriting,simplifiedGrammarly’sheadlinemakesitsimpletounderstandexactlywhatthecompanyisoffering.Thesuper-shortelaborationsentencemanagestosummarizetheservicesavailableineverydaylanguagethatappealstothetargetaudience.Oneofthethingsthatsetthisvaluepropositionexampleapartfromdifferentmarketingstrategiesistheincludedvideo:thisprovidesavisualexampleofwhatmakesGrammarlysogreatandensuresit’seasytoseethebenefitofusingthisservice.Customer:Anyonewhowantstomaketheirwritingbetter.Problem:Makesmistakes(grammar,spelling,formatting,clarity,etc.)Solution:ApowerfulAIthatpicksupanywritingerrorsandsuggestsimprovements/corrections.4.TrelloTrellohelpsteamsmoveworkforward. Trellooffersonlinesoftwarethatenablesteamstocollaborateandmanagetheirprojectsfromanywhereinonesimpleprogram.TohelpestablishhowTrelloisbetteranddifferentfromtheircompetitors,themarketerschoosetopropositionavalueofuniquenessontheirhomepage:tellingtheiraudiencehowTrellocanworkwithyouruniquebusiness.Furtherdownthehomepage,Trellousessocialprooftohighlighthowthesoftwaremakesadifferencetotheworkplaceof“over1,000,000teamsworldwide”andincludessomebig-namebusinessesthatuseit.  Trelloalsousesaboosterbenefit–“joinnow,it’sfree”–toenhanceconversionoptimization.Customer:Businessteams“fromhighrisestothehomeoffice.”Problem:Remoteteamsneedtocollaboratetomanageprojectsandworktogether.Solution:Acollaborationplatformthatworkswithyourbusiness’suniqueneedstoincreaseproductivityandmakemanagingprojectseasier.5.AppleiOS14Looksbrandnew.Feelslikehome.AlthoughoncetheiPhonerevolutionizedmoderncellphonesandthedigitalera,thesedays,Applehasplentyofcompetitorssellingsmartphonesandsimilardevices.However,themarketersatApplearealwaysabletosetAppleapart.ThesellingpointfortheiOS14isthatitoffersafreshapproachwhilestillfeelingfamiliarandsimpleforusers.Lettingcustomersknowwhatfeaturesthey’llgetwiththeupgrade-forexample,improvedprivacyandpersonalizationoptions-isagreatwaytoshowcasehowtheiOS14isdifferentandbetterthananythingthatcamebeforeit. Customer:AppleusersProblem:Old,complicated,impersonal,andunsecureoperatingsystemsSolution:UpgradediOSsoftwarethatmakesiteasiertocompleteyourdailytaskswithimprovedsecurityandcustomization/personalizationoptions.  6.UnbounceGrowyourbusinesswithUnbounceconversionintelligence. Unbouncedoesn’tuseanywaffleonitshomepage.Instead,itsmarketersfocusonaclear,concisemessagethatletsyouknowexactlywhatthecompanyisselling:“landingpagesandconversionintelligencetools.”Thisincrediblysimplemarketingisbackedupwithtestimonials,socialproof,andplentyofvisualsfurtherdownthehomepagethatexplainhowUnbouncecanhelpeCommercebusinessesimprovetheirwebsite,learnhowtousepopupsandstickybars,andoptimizesalesandconversions.Customer:eCommercebusinessownersProblem:Needtoimprovethecreationandmanagementoflandingpagestoimprovemarketingandincreasesalesandconversions.Solution:IntelligenttoolsdesignedtosimplifyeCommercemarketingandonlinesales.7.WordPressWelcometotheworld’smostpopularwebsitebuilder.WordPressusesplentyofsocialproofinitscompanyvalueproposition,highlightingitspopularityamongeveryonefrombloggerstoFortune500companies.TheentiretyoftheWordPresshomepageutilizesclearandconcisepointsthathighlightthebenefitsofbeingabletocreateabetterwebsiteusingWordPress.Customer:“Bloggers,smallbusinesses,andFortune500companies.”Problem:Needtojointheonlineworldwithabetterwebsite.Solution:Aclearandsimpletousewebsitebuilderthat’sbeenusedtobuild“40%oftheweb.”8.ShopifyAnyone,anywhere,canstartabusiness.Shopifyismadetohelppeoplesetupanonlinestoretosellproducts.TheshortandsimpletaglineontheShopifyhomepagegetsstraighttothepointwithacalltoactionofferinga“freetrial.”Furtherdownthepage,Shopifyelaboratesonthesimplevalueproposition,lettingpeopleknowtheplatformisoffering“powerfultoolsthathelpyoufindcustomers,drivesales,andmanageyourday-to-day.” Therearealsosomeconvenientstep-by-stepinstructionstohelpyoumoveyourbusinessonline.ThevideoalongsideShopify’svaluepropositionisalsogreatforprovidingadifferentwaypeoplecanviewthebenefitsofthecompany’sservices.Customers:eCommercebusinessowners(orpeoplewhowanttoopenanonlinestore).Problem:Nothavingthedigitalknow-howtoopenanonlinestore.Solution:Asimple,step-by-stepplatformtohelppeoplecreate,open,andmanageanonlinebusiness.9.sixadsStartsellingonFacebook/Google/Instagraminminutes…Noexpertiseneeded.Madeforclarity,sixadsvaluepropositionisdesignedtoletyouknowexactlywhatyougetwhensigningupwithsixads—yougetautomatedadsonFacebook,Google,andInstagramthiswayincreasingyourstoresales.Theapphelpsyousetupthoseads,soyoudon’tneedanypreviousadvertisingexperience. Customer:OnlinestoreownersProblem:AlackofdigitalmarketingexpertisemakesithardtogetproductsinfrontofpotentialcustomersonsocialmediaandGoogle. Solution:adautomationtohelpboostsalesandincreaseprofits. Characteristicsofacompellingvalueproposition Asyou’veprobablynoticedintheabovevaluepropositionexamples,thebestUVPscanbeverydifferent,buttheyallclearlydefinetheproduct,service,orbrandineverydaylanguage,freefromtechnicaljargonorhyperbole.Thebestcompanypropositionexampleshighlightanyfreefeaturesandareclearlydisplayedonacompanywebsite,primarylandingpages,about-uspage,andanyotherconsumertouchpoints.Remember,thisisyourchancetohighlighthowyourcompany(andtheproducts/servicesyousell)isdifferentandbetterthananyoneelse,sodon’twasteit!Tosummarize,agoodvaluepropshould:Beclearandconcise.Usetheeverydaylanguageofyourtargetaudience.Clearlydefinewhatyouoffer.Explainhowyourelieveapain-pointforpeople.Beprominentlydisplayedonyourwebsiteandcustomertouchpoints.Explainwhatsetsyouapartfromyourcompetitors.Makeyourproduct/serviceeasilydiscoverablewithsearchengineoptimization(checkouttheseappstoimproveyourSEO). Writingavaluepropositionisn’taone-off. Evenafteryou’vefinishedcreatingavaluepropositionthatclearlyaddressesyourcustomers’painpointsandticksalltheotherUVPboxes,thatdoesn’tmeanyourjobiscomplete!It’svitaltotest,test,testanyvaluepropositiontoensureit’sasgreatasitcanpossiblybe,andthatit’sinthebestpositiononyourwebsiteandlandingpages. What’smore,thebestvaluepropositionswillgrowandchangewithyourbrand,products,customers,andmarkettrends,soyoumightneedtoreevaluateyourvaluepropositiontoseewhetherit’sstillrelevantandsubstantialasyourcompanyandcommunitygrow. Bylisteningtoyourcustomersinreal-time,you’llbeabletomaintainarelevantandpersuasiveUVPthatcontinuestoconvertforaslongasyourbusinessisinaction. 3SPOTSONLY—EXCLUSIVEDEALDon’twaitforamiracletohappen–improveyourFacebookROASnow.GetstartedfreeWanttolearnmore?20BestTestimonialExamplesYouCanUse20BestSloganExamples+CreateYourOwn50PowerfulCalltoActionPhrasesSharearticle:Topics:E-CommerceKristinaI'macontentmanageratsixads.I'mfieryaboutmarketing,writingandtraveling,soyoucanoftenfindmescribblingawayinsomeunknowncorneroftheworld.Ifyouwanttoknowmorewaystoincreasetrafficandattractbuyerstoyouronlinestoregetintouchwithsixadsononeofthechannelsbellow.Relatedreading40BestBlackFridayQuotestoWintheSalesin2022BestBlackFridayIdeasForSmallBusinessesWhatisaDropshippingBusiness?