How to Write a Great Value Proposition [4 Top Examples + ...

Value Proposition Examples · 1. FedEx: Manage Your Home Deliveries · 2. LG: State-of-the-art Living Experience · 3. Subaru: The most adventurous, ... Logo-Full(Color) Skiptocontent English 日本語 Deutsch English Español Português Français ContactSales Login CustomerSupport About AboutUs Careers ContactUs InvestorRelations ManagementTeam Home Software Software TheHubSpotCRMPlatform AllofHubSpot’smarketing,salesCRM,customerservice,CMS,andoperationssoftwareononeplatform. FreeHubSpotCRM Overviewofallproducts MarketingHub Marketingautomationsoftware.Freeandpremiumplans SalesHub SalesCRMsoftware.Freeandpremiumplans ServiceHub Customerservicesoftware.Freeandpremiumplans CMSHub Contentmanagementsystemsoftware.Premiumplans OperationsHub Operationssoftware.Freeandpremiumplans AppMarketplace ConnectyourfavoriteappstoHubSpot.Seeallintegrations Pricing Resources Resources Education Blog Ebooks,Guides&More FreeCourses&Certifications InboundMethodology WhyHubSpot? CaseStudies WhyChooseHubSpot? 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Startfreeorgetademo Marketing|13minread HowtoWriteaGreatValueProposition[4TopExamples+Template] WrittenbyBashaColeman Writeyourownvaluepropositionwiththese15freetemplates.Get15FreeValuePropTemplates Yourvaluepropositionisthecoreofyourcompetitiveadvantage.Itclearlyarticulateswhysomeonewouldwanttobuyfromyourcompanyinsteadofacompetitor. It'salsooneofthemostimportantconversionfactors(learnallaboutconversionbestpracticeswiththisfreeguide).Agreatvaluepropositioncouldbethedifferencebetweenlosingasale—andclosingit. Sohowdoyouactuallywriteavaluepropositionthat'sstrongenoughtoliftconversionratesandsales?Inthisarticle,you’lllearnthedefinitionofavalueproposition,whatavaluepropisn't,examplesofsomeofthebestvaluepropswe’veseenandtacticstocreateamazingvalueprops. Readytodivein? Whatisavalueproposition? Avaluepropositionisthepromiseofvaluethatacustomercanexpectabusinesstodeliver.It’smorethanjustaproductorservicedescription—it'sthespecificsolutionthatyourbusinessprovidestoacustomerwhichacompetitorcan’toffer. Yourvaluepropositionisauniqueidentifierforyourbusiness.Withoutit,buyerswon’thaveareasontopurchasewhatyousell.Theymayevenpatronizeacompetitorsimplybecausethatbusinesscommunicatesitsvaluepropositionclearlyinitsmarketingmaterialsandsalesprocess. Whileyourvaluepropshouldhelpdifferentiateyoufromtherestoftheindustry,keepinmindit'snotaslogan,tagline,ormissionstatement.Thosetypesofcopyareimportantaccessoriestoyourbrand,butyourpotentialcustomersandemployeesdon'tchooseonebusinessovertheothersolelybasedontheseelements. Yourvaluepropositiongoesdeepintotheproblemsyouwanttosolveforbuyers,andwhatmakesyourproductorservicetheperfectsolution. FeaturedResource FreeValuePropositionTemplates 15templatestohelpyoubrainstorm,write,andpromoteyourvalueprop. TheElementsofaValueProposition Therearethreemainelementsofavalueproposition:theheadline,thesubheadline,andavisualelement. Headline Theheadlineofyourvaluepropositiondescribesthebenefitthecustomerwillreceiveasaresultofmakingapurchasefromyourbusiness.Theheadlinecanbecreativeandcatchy,butitshouldbeclearandconcise,firstandforemost. SubheadlineorParagraph Thesubheadlineorparagraphshouldexplainindetailwhatyourcompanyoffers,whoitserves,andwhy.Inthissection,youcanelaborateontheinformationintheheadline. VisualElement Insomecases,avideo,infographic,orimagemayconveyyourvaluepropositionbetterthanwordsalonecan.Enhanceyourmessagewiththesevisualelementstocaptureyouraudience’sattention. Takingthesethreeelementsintoconsideration,you'llbeabletomakeyourownafteryoubuildavaluepropositioncanvas. ValuePropositionCanvas Avaluepropositioncanvasisavisualtoolthathelpsyoupositionyourbusiness’sproductorservicearoundyourcustomers’needs.Thegoalofthevaluepropositioncanvasistoidentifyhowyourbusinessprovidesvaluewithinthemarket.Youcanusethevaluepropositioncanvaswhenintroducinganewofferintothemarketorwhenenhancinganexistingone. Thevaluepropositioncanvasismadeupoftwomajorcomponents:thecustomerprofileandthevaluemap. CustomerProfile Thecustomerprofilemakesupthefirsthalfofthevaluepropositioncanvas.Whenperformingthisexerciseyou’llwanttostartwiththissectionfirstsothattheirwantsandneedscaninfluencetheoverallvaluepropositioncanvas. Thecustomerprofileconsistsofthreeareasthatwe’lldetailbelow. CustomerJobs Whatisthetaskyourcustomerneedstocompleteortheproblemthey’retryingtosolvewithyourproductorservice?Theanswertothisquestionsumsupthe“customerjob”orthepurposeofyourproductorserviceintheeyesofthecustomer. CustomerExpectations Nomatterwhatyousell,youridealcustomerwillhaveanexpectationofwhatthatproductorservicewilldoforthem.Inthissection,you’lluseresearchtoexplainwhatyourcustomersexpectfromyouinordertopurchaseyourproduct. PainPoints Asyourcustomercompletestheir“customerjob,”whatpainsdotheyexperience?Dotheytakeanyriskswhiletheydothecustomer’sjob?Dotheyexperienceanynegativeemotions?Thesepainpointsshouldbeconsideredsothatyouincludethemosthelpfulproductsandservicesonthevaluemapsideofthevaluepropositioncanvas. ValueMap Inthissectionofthevaluepropositioncanvas,threespecificsectorshelpdescribewhatthebusinessofferstothecustomer. GainCreators Thesearefeaturesyourproductsorserviceshavethatmakethecustomerhappy.Thinkcreativelyabouttheelementsofhappinessyourcustomersexperience.Considertheirfinancialandsocialgoalsaswellastheirpsychographics. PainRelievers Inthesectionabove,wediscussedcustomerpains.Thissectionwilldefineexactlyhowyourbusinesswillhelpthemovercomethosepainpoints. Products&Services Whilethissectionwon’tlisteverysingleproductorserviceyourcompanyoffers,itshouldincludetheonesthatwillcreatethemostgainandalleviatethemostpainsforyourcustomers. DetermineValueProposition-CustomerFit Onceyou’vecompletedthevaluepropositioncanvasexercise,thenextstepwillbetodeterminehowyourvaluepropositionfitswithinthecustomerprofile.Todothis,you’llusearankingprocessthatprioritizesproductsandservicesbasedonhowwelltheyaddressthecustomerprofile. Tobettervisualizethesetools,here’sacoupletemplatestofollowwhenformattingavalueproposition. ValuePropositionTemplates FeaturedResource:15ValuePropositionTemplates DownloadforFree We'vecrafted15templatestohelpyoucreateanamazingvaluepropositionforyourbrand–andpairingeachofthemwithanexampleofhowtheymaylookforarealbusiness.Clickheretodownloadthesefreevaluepropositiontemplatesforyourbusiness. Nowthatwe’vereviewedtheelements,visualtools,andtemplates—let’slookatsomebrandexamplesthateffectivelyidentifyandsatisfyitscustomerneeds. ValuePropositionExamples Becausevaluepropositionsaretypicallyinternalinformationandrarelystatedpublicly,findingavaluepropositionexampletomodelyoursaftercanbedifficult.We’vetakenthelibertyofusingthevaluepropositioncanvasandapplyingittosomesuccessfulcompaniesthathavebeenrecognizedbytheAmericanCustomerSatisfactionIndex(ASCI). Intheseexamples,you’llseereal-worldinstancesofcustomergainsandpainsalignedwithwell-knownproductsandservicesofferedbythesecompanies. ValuePropositionExamples FedEx:ManageYourHomeDeliveries LG:State-of-the-artLivingExperience Subaru:Themostadventurous,mostreliable,safest,bestSubaruOutbackever Samsung:GetReadytoUnfoldYourWorld 1.FedEx:ManageYourHomeDeliveries Headline:ManageYourHomeDeliveries Subheadline/Paragraph:Sendingandreceivingpackagesisconvenientandsafeforindividualswhowanttoshipideasandinnovationsacrosstheglobe. VisualElement: ImageSource CustomerProfileforFedEx CustomerJobs:FedExcustomerswanttoshareideasandinnovationswithotherindividualsbyshippinggoodsaroundtheworld. Gains:Customerswantahassle-freewaytoreturnonlineordersandarelookingforasafeandsecurewaytoreceivetheirpackages. Pains:ReturningapackageataFedExshippingcentercanbeinconvenient,andmanaginghomedeliveriescanbeahassle. ValueMapforFedEx GainCreators:CustomerscandropofftheirFedExpackagesatplacestheyshopmostlikeWalgreensorDollarGeneral,andhavepeaceofmindknowingwheretheirpackageisatalltimes. PainRelievers:ThousandsofFedExdrop-offlocationsacrossthecountry,receivenotificationswhenapackageisenrouteandinformthedriverwheretoleavethepackage. Products&Services:FedExDropBoxlocationsmakereturningpackagesconvenient,andtheFedExDeliveryManagerreroutesorreschedulesdeliveriestoworkwiththecustomer’sschedule. 2.LG:State-of-the-artLivingExperience Headline:State-of-the-artLivingExperience Subheadline/Paragraph:LGSIGNATUREdeliversaninnovativeproductdesignthatcreatesanexceptionallivingexperienceforpeoplewhowanttoachieveastate-of-the-artlivingexperience. VisualElement: ImageSource CustomerProfileforLG CustomerJobs:LGcustomerswantsimple,yetinnovativetechnologythathelpsthemachieveastate-of-the-artlivingexperience. Gains:Customershaveanintuitiveandresponsiveexperiencewitheachappliancetheyinteractwithinsidetheirhomes. Pains:Therearetoomanyunnecessarybuttonsandfeaturesonappliancesthatgetinthewayofasimplelivingexperience ValueMapforLG. GainCreators:Customerscanusetechnologytoenhancetheirhomeexperiencewithoutneedingtoreadamanual. PainRelievers:LGoffersasimpledesignthatfocusesontheuserandtheirlifestyle. Products&Services:LGSIGNATUREdeliversaninnovativeproductdesignthatcreatesanexceptionallivingexperience. 3.Subaru:Themostadventurous,mostreliable,safest,bestSubaruOutbackever. Headline:Themostadventurous,mostreliable,safest,bestSubaruOutbackever. Subheadline/paragraph:The2022SubaruOutbacktakesdriverstothemostadventurousplacesinstylewiththemostadvancedsafetytechnology. Visualelement: ImageSource CustomerProfileforSubaru CustomerJobs:Subarucustomerswanttoexploretheworld’smostadventurousplacesinareliableandsafevehicle Gains:CustomerswanttoexplorethelandinastylishandspaciousSUVandlookforadvancedtechnologicalelementsintheirvehiclesthatenhanceperformanceandsafety Pains:Thesafestvehiclesarenotthemostvisuallyappealing,andsomeSUVsaren’tequippedforall-weatherorall-terrainenvironments ValueMapforSubaru GainCreators:Subarushaveastylishexteriorandinteriorwithamplegroundclearancethatprotectsthevehicleagainstdamagefromtheenvironmentandadvancedtechnologytoreducecrashesandmakelongroadtripssafer. PainRelievers:Subarushavearuggedblacked-outtrimforstyleandprotection,9.5-inchgroundclearanceforbetterstabilityandperformance,driver-assisttechnologythathelpsdriversseebetter,preventcrashes,managecruisecontrol,andbrakeautomaticallyinemergencysituations. Products&Services:The2022SubaruOutbackwithstandardeyesightassisttechnology,automaticpre-collisionbraking,adaptivecruisecontrol,lane-centering,andisoneofthebrand'smostpopularmodels. Samsung:GetReadytoUnfoldYourWorld Headline:GetReadytoUnfoldYourWorld Subheadline/paragraph:Thisiseverythingyou'dwantinapremium,durable,5Gsmartphone.Thenwemadeitunfold—revealingamassivescreensoyoucanwatch,workandplaylikeneverbefore. Visualelement: ImageSource CustomerProfileforSamsung CustomerJobs:Samsungcustomersaretech-savvyandfollowthelatesttrends,drivenbyefficiencyandaspirationallifestyles. Gains:Customerswantanall-in-onewaytoenjoymedia,workproductively,andhaveafunexperienceallinthepalmoftheirhands. Pains:Commonsmartphoneshavesizelimitationsthatstrainentertainmentviewing,gameplay,andworkcapabilities. ValueMapforSamsung GainCreators:Samsungoffersauniqueandexpansivedesignwithcapabilitiesbeyondthatofanaveragesmartphone,offeringthemostadvancedtechnologytohelpcustomersperformtaskstofulfillworkandplay. PainRelievers:Samsungprovidesasmartphonethatdisplayscontentintablet-likeviewinganddisplaysuptothreeappssimultaneously. Products&Services:OneofSamsung’smostpopularphonesistheGalaxyZFold35Gfolding6.2-inchsmartphonewithdynamicAMOLED2Xscreens,ultra-thinglasswithSPenfoldedition,andsuper-stronglightweightarmoraluminumframe. You’veseensomebrilliantvaluepropositionexamples,nowlet’sbreakdownhowtomakeyourown. HowtoWriteaValueProposition Identifyyourcustomer'smainproblem. Identifyallthebenefitsyourproductoffers. Describewhatmakesthesebenefitsvaluable. Connectthisvaluetoyourbuyer'sproblem. Differentiateyourselfasthepreferredproviderofthisvalue. Step1:Identifyyourcustomer'smainproblem. Whilethiswillrequiresomeupfrontresearch,youcangetaheadstartonthisaspectofthevaluepropositionbyspeakingwithdifferentmembersofyourteam.Customerservicereps,marketingspecialists,andsalespeoplecanfillinthegapsaboutwhatproblemsyourcustomersarelookingtosolvebyusingyourproductorservice. Forexample,let’ssayyourbusinesssellstaxsoftwareonasubscriptionbasisandautomatedtemplatesareincludedinthesoftwarepackage.Youridealcustomerislookingforanaffordableanduser-friendlywaytoaccesscomplicatedtaxdocumentsfortheirbusiness.Inthisexample,yourbusiness’sofferingscouldbethesolutiontheyneed. Step2:Identifyallthebenefitsyourproductsoffer. Thisstepcanbeassimpleaslistingouteveryproductyousellanddescribingitsprimarybenefit.Thebenefitshouldbeconciseandfocusedonasinglecustomerneed. Inourtaxsoftwareexample,you’dlisteachtaxtemplate,explainthebenefititprovides,andwhyacustomerwouldneedit. Step3:Describewhatmakesthesebenefitsvaluable. Next,addanothersentencethatexplainswhythisbenefitmatterstothecustomer. Usingthesameexampleabove,thevaluewouldbethatcustomershaveaffordabletaxdocumentationattheirfingertips—somethingthatwouldnormallycostthemthousandsofdollars. Step4:Connectthisvaluetoyourbuyer'sproblem. Next,pairthebuyer’sproblemtotheelementsthatmakeyourproductorservicevaluable.Dotheyalign?Ifso,you’rereadytorefineyourvaluepropositiontodifferentiateyourofferingsfromthecompetition.Iftheydon’talign,repeatthestepsaboveuntilyoufindavalidbuyerneedandaviablesolutionyourbusinessofferstomeetthatneed. There’rethreetemplateswethinkdoanexcellentjobofconnectingvaluetobuyerpainpoints: Step5:Differentiateyourselfasthepreferredproviderofthisvalue. Finally,polishyourvaluepropositiontomakeitunique.Isthereaspecificcustomerserviceofferingyourbusinessprovidesthatothersdon’t?Doyouofferanyadditionalservicesthatothercompanieschargefor?Theseelementscanhelpdifferentiateyourvaluepropositionfromcompetitorswhilekeepingthefocusonthebuyer’sneeds. Onceyouunderstandthesesteps,youcaneasilyimplementthemintovaluepropositiontemplatesasfollows. ValuePropositionTemplates SteveBlankMethod Insteadoffocusingonthefeaturesthemselves,Blanksawtheneedtoemphasizethebenefitsderivedfromthefeaturesinasimplesentence.Byfollowingthisformulayou’llconnectthetargetmarketandtheirpainpointstothesolution: “Wehelp(X)do(Y)bydoing(Z)” GeoffMooreMethod Mooreprovidesatemplatethat’smorespecificinidentifyingtheindustrycategoriesalongsidethebenefitscustomersvalue.Thismakesamoreclearvaluepropositionformulaasfollows: “For[targetcustomer]who[needsorwantsX],our[product/service]is[categoryofindustry]that[benefits]” HarvardBusinessSchoolMethod AccordingtoHBSavaluepropositionisexecutedbestwhenitanswersthefollowingquestions: Whatismybrandoffering? Whatjobdoesthecustomerhiremybrandtodo? Whatcompaniesandproductscompetewithmybrandtodothisjobforthecustomer? Whatsetsmybrandapartfromcompetitors? Nowthatwe’vegonethroughstepsandtemplatestofollow,there’ssometacticswethinkyoushouldkeepinmind. TacticstoDevelopanEffectiveValueProposition Conductresearchtodeterminethevaluepropositionofyourcompetitors. Explainthevalueofyourproductsandservices. Describethebenefitsyouridealcustomerwillexperiencewhentheychooseyourproductorserviceoverthecompetition. Developauniquevaluepropositionforeachbuyerpersonayouserve. Testyourvaluepropositionwithyouraudienceusingvariousmarketingchannels. 1.Conductresearchtodeterminethevaluepropositionofyourcompetitors. Becauseyourvaluepropositionisthedifferentiatingfactorbetweenyourbusinessandthecompetition,it’simportanttoresearchthepropositionsofyourclosestcompetitors.Youcanusethevaluepropositioncanvasinthisposttodeterminehoweachcompanymeetstheneedsofyourbuyerpersona. Behonesthere—it’stemptingtofocusontheareasinwhichyourcompetitiondoesn’texcel,butyou’llhaveabetterideaofwhereyourproductorservicefitswithinthemarketifyoukeyinonyourcompetitors’strengths. 2.Explainthevalueofyourproductsandservices. You’reprobablyfamiliarwithoutliningthefeaturesandbenefitsofyourproductandserviceofferings.Thistactictakesthatconceptastepfurther.Bymatchingthebenefitsofyourofferingstospecificvaluesthatyourcustomershave,you’llbeabletoalignwhatyourbusinessprovideswithwhatyourcustomersneed. 3.Describethebenefitsyouridealcustomerwillexperiencewhentheychooseyourproductorserviceoverthecompetition. Whencraftingthispartofyourvalueproposition,includedetailsabouthowyourproductorservicewillbenefitthecustomeranduseexampleswhereyoucan.Videos,photos,andlivedemonstrationsarealleffectivewaystoillustrateyourvaluepropositionbecausetheyshowthecustomerexactlywhattheycanexpectfromyourbusiness. 4.Developauniquevaluepropositionforeachbuyerpersonayouserve. Ideally,you’llbefocusingyourmarketingeffortsonaspecifictargetaudience.You’llalsofindthatthisaudiencewillhavedifferentneedsbasedontheirbuyingbehaviors.Buyerpersonascanhelpyousegmentyourlargeraudienceintogroupsofcustomerswithsimilardesires,goals,painpoints,andbuyingbehaviors.Asaresult,you’llneedauniquevaluepropositionforeachpersona.Differentproductsandservicesyouoffermaysolvecertaincustomerpainpointsbetterthanothers,sodevelopingavaluepropositionforeachpersonawillbetterserveeachone. 5.Testyourvaluepropositionwithyouraudienceusingvariousmarketingchannels. Eachofthesetacticswilllikelybedevelopedinternallybyyourteamwhichmeansyou’llwanttovalidateyourworkwithyourtargetaudience.Yourvaluepropositionwillbecommunicatedthroughvariousmarketingchannelslikeyourwebsite,socialmediaaccounts,video,audio,andinperson.Testyourpropositionwithmembersofyouraudience(bothexistingcustomersandnon-customers)usingeachofthesechannels.ToolslikeUserTestingcanhelpyoustreamlinethisfeedbackprocesssothatyoucanimplementchangesquicklytofinalizeyourvalueproposition. Weknowthemakingsofavalueproposition,sohowcanyoumakeitagoodone?Here’sthelastthreetipswehaveforyou. Whatmakesagoodvalueproposition? ClearLanguage Yourvaluepropositionshouldaimtoaddressaprimarycustomerneed.Thislimitedfocushelpskeepyourvaluepropositionclearandeasytounderstand.Withjustonemainideatocomprehend,youraudiencewillbeabletoquicklydecidewhetherornotyourproductorservicewillbethebestsolutionforthem. SpecificOutcomes Next,you’llwanttocommunicatethespecificoutcomesyourcustomercanexpecttoreceivefromyourproductorservice.Willtheysavetime?Demonstratehow.Willtheirworkflowbecomemoremanageable?Showabeforeandafterworkflowdiagram.Thespecificoutcomeswillbecriticalcomponentsofyourvaluepropositionasthey’llexemplifyexactlyhowyourcustomerswilluseyoursolutiontosolvetheirproblems. PointsofDifferentiation Notonlyareyourpotentialcustomersevaluatingyourbusiness’sofferingsbasedontheirownneeds,butthey’realsocomparingwhatyouofferagainstcompetitors.Asaresult,yourvaluepropositionwillneedtoincludedetailedpointsofdifferentiation.Thesekeypointswillhelpcustomersunderstandexactlywhatsetsyourcompanyapart. ComposeaRemarkableValueProposition Thefactorsthatinfluenceapotentialcustomertobecomealoyalcustomerarelimited.Whetheryourindustryhasalotofopportunitiestodifferentiate(likeretail)orvirtuallynouniqueidentifiers(likedairy),you’llfindthatavaluepropositionwillhelpyouunderstandyouridealcustomerandpositionyourbusinessasthebestsolutionfortheirneeds.Usethetactics,tips,framework,andexamplesinthisposttocraftyouruniquevalueproposition. Editor'snote:ThispostwasoriginallypublishedinJune2018andhasbeenupdatedforcomprehensiveness.   OriginallypublishedOct13,20213:00:00PM,updatedOctober132021 Topics: BrandSlogans Don'tforgettosharethispost! RelatedArticles 26CompaniesWithReallyCatchySlogans&BrandTaglines Marketing  |21minread 27TrulyInspiringCompanyVisionandMissionStatementExamples Marketing  |18minread ExpandOffer SocialMediaContentCalendarTemplate Getitnow Getitnow DownloadforLater