Value Proposition

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value proposition

A good value proposition should be easily read in under 5 seconds. 

Over 65% of B2B companies meticulously craft their value propositions, with more than 52% tailoring unique propositions for each product or service they offer.

Imagine walking into a crowded marketplace, each stall shouting unique claims. Some promise the tastiest treats, others boast hidden treasures, all vying for your attention. How do you decide where to stop? 

This is how a well-crafted value proposition can help.

In this article, we are going to focus on:

So, let’s get started and understand what a value proposition is.

What is a value proposition?

A value proposition is a clear and short statement that explains why a customer should choose your product or service over the competition. It’s more than just a description of what you offer; it’s a promise of value that speaks directly to the customer’s needs and wants.

While a strong value proposition can emphasize your uniqueness compared to competitors, its primary emphasis should consistently revolve around how customers perceive and define the value you provide.

The quality of your value proposition can be the deciding factor between losing a sale or successfully closing it.

Why is value proposition important?

Value proposition is a statement that communicates the unique benefits and value a product or service offers; it is important from many aspects:

Attracts the right customers

By focusing on your specific benefits, you attract customers who truly need and value your product or service. This saves time and resources by avoiding prospects who are a poor fit. 

A strong value proposition sets your business apart from competitors while also resonating with your target audience’s pain point. This will help attract higher-quality leads that are likely to convert. 

Guides marketing and sales efforts

A strong value proposition clearly communicates the unique benefits and values of a product & service. 

It also helps marketers to develop targeted messaging for their audience. With this, you can maintain consistent messaging across all communication channels. 

A strong value proposition also helps the sales team to alter their pitches and overcome objections, ultimately driving traffic. 

Boosts conversion rates

A well-thought-out value proposition keeps your messaging focused and consistent across different channels, which enhances the overall effectiveness of your conversion strategies. 

Moreover, when your team believes in the value proposition, they convey it with more conviction to potential customers, which can positively impact conversion rates.

Aligns internal teams

A well-defined value proposition ensures everyone within your organization, from product development to customer service, understands the core value you offer. This leads to more consistent and focused efforts across all departments.

Helps prioritize features and resources

It can guide your product development and resource allocation decisions by focusing on features directly contributing to your unique value. This makes sure that your efforts are aligned with customer needs.

Easier decision-making

Customers are more likely to make a purchase when they understand the value they will receive. A well-defined value proposition simplifies the decision-making process for customers.

What are the elements of the value proposition?

A value proposition is kind of a promise of value to be delivered. You can incorporate your value proposition into marketing campaigns, product pages, and brochures.  Placing it strategically in these areas ensures that anyone visiting your site or other marketing collaterals quickly understands your business’s distinctive value.

The elements of a value proposition collectively convey the unique value and benefits a product or service offers to its target audience are: 


It captures the essence of the unique value the product or service provides. A compelling headline should be clear, concise, and attention-grabbing, instantly communicating the main benefit to the customer triggering them to read further


While the headline is designed to grab attention, the sub-headline elaborates on the value proposition, offering a bit more information about how the product or service addresses customer needs or solves problems.


It helps in enhancing the overall appeal and communication of the value proposition. These can include images, infographics, videos, or any visual representation that helps convey the product’s benefits.

How to write a value proposition?

Crafting a compelling value proposition requires focusing on your target audience and clearly communicating the benefits your product offers. 

To come up with a compelling value proposition, you need to follow the below steps: 

  1. Know your customer’s struggle
  2. List down the benefits your product offer
  3. What makes benefits valuable
  4. Establish a connection with the value
  5. Differentiate from your competitor
  6. Use templates

Let’s discuss the steps in detail: 

Step 1: Know your customer’s struggles

Begin by deeply understanding your target audience. What keeps them up at night? their biggest pain points. 

Conduct surveys, hold interviews, and immerse yourself in their world. Only then can you truly identify the central problem your product needs to solve.

Step 2: List down the benefits your product offer

Next, take a deep dive into your product’s offerings. List every single benefit it provides, even the seemingly small ones. Remember, even seemingly minor conveniences can be valuable to the right customer. 

Quantify benefits whenever possible – time saved, money earned, improved efficiency – to make them tangible.

Step 3: What makes benefits valuable

How does each benefit alleviate their pain points? How does it bring them closer to their desired outcomes?

For example, instead of saying “fast loading times,” say “get back to work instantly without waiting for pages to load.” Make the connection clear and relatable.

Step 4: Establish connection with the value

Now, build a bridge between your customer’s problems and the value you offer. Explain how your product explicitly addresses their pain points and helps them achieve their desired outcomes. Use concise and action-oriented language to show them the cause-and-effect relationship.

Step 5: DIfferentiate from your competitor

Don’t be a generic face in the market. Highlight what makes your product unique and different from competitors. 

Do you have a special feature, an unmatched customer service experience, or a proven track record? This is your chance to shine and convince the customer why you’re the best choice.

Step 6: Use templates

Now that you have gathered all the information, you can implement the collected information in your preferred template.

Lets now get a closer look at the various templates

Value proposition templates

Since you have all the information with you, try the templates to come up with your value proposition.

Steve Blank’s Formula

We help [target customers] do [customer need] by offering [product features and benefits]

This formula prioritizes clarity and actionability. It emphasizes who your ideal customers are, their problems, and how your product directly solves them through its features and benefits.

For example, “We help busy entrepreneurs manage their finances by offering a user-friendly mobile app with automated expense tracking and budgeting tools.”

This formula explains complex products or services with several features and benefits. It’s concise and easy to grasp for a broad audience.

Geoff Moore Formula

For [your target customer] who [need or opportunity], our [product or service] in [product category] that [product benefit].

This approach emphasizes positioning within the market. It defines your target audience, their specific need, and how your product fulfills that need within its competitive category, highlighting a key differentiator.

For example, “For marketing teams who struggle with generating leads, our social media automation platform (in the marketing automation category) provides real-time insights and automates personalized campaigns for improved lead generation.”

This formula benefits products entering competitive markets or targeting a specific buyer persona within a broader audience. It clarifies your competitive edge and value proposition within the category.

Cooper & Vlaskovits’ Formula

[Customer] with [customer problem]. Our [product] offers [customer solution].

This formula emphasizes problem-solution fit. It directly connects the customer’s pain point with your product as the specific solution.

For example, “Entrepreneurs struggling with website optimization. Our AI-powered tool provides personalized recommendations for improving website traffic and conversions.”

This formula is effective for highlighting a unique solution to a well-defined problem. It’s memorable and easily relatable to customers facing that specific challenge.

Harvard Business School Formula

This isn’t a specific formula but rather a broader framework focusing on answering the below questions

  • What is my brand offering?
  • What job does the customer hire my brand to do?
  • What companies and products compete with my brand to do this job for the customer?
  • What sets my brand apart from those competitors?

This framework encourages a comprehensive approach to value proposition development, emphasizing customer understanding, tailoring your message to different segments, and choosing the right communication channels.

Value proposition canvas

The Value Proposition Canvas (VPC) is a powerful tool for businesses to understand their customers’ needs and match them with their product or service’s value proposition. 

This collaborative tool helps visualize and align your offerings with what your target audience truly wants and needs. 

To evaluate if your value proposition aligns with your customer’s pain points you need to follow these steps:

  1. Create a target customer profile
  2. Create a value map for your product and services
  3. Evaluate your value proposition-customer fit

Now let’s check each step in detail.

value proposition canvas

Step 1: Create a target customer profile

Let’s start with the customer profile to understand your customers’ pain and desires, which would influence the value proposition.

The customer profile consists of three parts: 

Customer’s jobCustomer’s painCustomer’s gain
What tasks are your customers trying to accomplish? What motivates them? What needs are they fulfilling? 
These answer us what the customer wants your product or service to do for them.
What challenges and frustrations do they face? What obstacles hinder their progress? What causes them pain? 
Keep these problems in mind when you are deciding what to put on the side of the value proposition canvas that talks about the products and services
What are their desired outcomes? What benefits do they seek? What makes them feel successful?
These questions will help you figure out what the customer expects form your product.

Step 2: Create a value map for your product and services

The value map also consists of three sections that will help you understand what your customers expect from your business. 

Products & ServicesPain RelieversGain Creators
What do you offer? What features and benefits are included?
This section should include the features that are most beneficial to your customers.
How does your offering address their pains? How does it eliminate or mitigate their challenges?
This part will clearly explain how your business will assist them in dealing with those problems.
How does your offering help them achieve their gains? How does it deliver the desired outcomes and benefits?
These are things about your products or services that bring joy to the customer.

Step 3: Evaluate your value proposition-customer fit

After finishing the value proposition canvas, the subsequent task is to evaluate how well your value proposition aligns with the customer profile. 

It’s essential to confirm that your product or service effectively addresses your target customer’s specific needs, challenges, and desired outcomes.

During this step, if you realise your value proposition-customer fit doesn’t work well, then you should consider reworking the value proposition once again. 

Value proposition examples

Headline: “Create sales opportunities and close more deals”

value proposition’s value proposition underscores the core objective of the platform: to empower businesses to generate sales opportunities that lead to increased deal closures. 

It speaks to the broader mission of, which is to provide businesses with the tools and capabilities they need to streamline their sales efforts, nurture leads, and ultimately convert prospects into customers. 

Moreover, the value proposition resonates with sales professionals by addressing a universal pain point: the need to consistently generate opportunities and close deals. By directly addressing this challenge, positions itself as a valuable ally for sales teams striving to achieve their revenue targets and business objectives.

Overall, the value proposition exemplifies clarity, relevance, and resonance with the needs of its target audience, making it compelling in communicating the benefits


Headline: “Made for people. Built for productivity”

value proposition

The value proposition of Slack conveys that the platform is designed with people in mind, focusing on ease of use, an intuitive interface, and a pleasant user experience. It suggests that Slack is not a complex or technical tool but rather one that is accessible and enjoyable to use for everyone, regardless of their technical expertise.

The line also shows that it helps teams work more efficiently and achieve their goals. This could be through features like real-time messaging, file sharing, search functionality, and integrations with project management tools.


Headline: “Grow better with HubSpot”

value proposition

The term “grow” implies growth in a sustainable and optimized way. It implies going beyond vanity metrics and focusing on strategies that lead to healthy, long-term growth. Businesses can streamline their efforts and data within one platform, potentially improving efficiency and alignment.

The mention of “better” growth emphasizes quality over quantity. This resonates with businesses aiming to attract and retain the right customers, build stronger relationships, and achieve sustainable growth through customer-centric strategies.


Headline: “Turn emails into revenue”

value proposition

This proposition directly addresses the primary concern of many businesses: increasing revenue. By emphasizing “revenue,” Mailchimp positions itself as a tool that goes beyond email marketing and helps businesses achieve their financial goals.

Using the verb “turn” implies that Mailchimp is not just a passive platform but rather an active tool that can transform emails into a revenue-generating channel. This resonates with businesses looking for concrete results and measurable impact.

Takeaway on value propositions

A well-crafted value proposition helps to highlight what you offer and who you serve, leading to focused efforts and maximized impact.

Remember, your value proposition isn’t just a tagline; it’s a powerful tool that shapes your entire marketing and sales strategy. 

Here are some key takeaways to keep in mind:

  • Focus on customer needs: Your value proposition should revolve around solving your target audience’s problems and fulfilling their desires.
  • Highlight your unique value: What sets you apart from the competition? Clearly communicate your differentiators.
  • Keep it clear and concise: Avoid jargon and complex language. Get straight to the point and capture attention quickly.
  • Use powerful language: Action verbs and emotive words can make your value proposition more impactful.
  • Test and iterate: Don’t be afraid to experiment and refine your value proposition based on customer feedback and market response.

Value proposition is the foundation for attracting the right customers, building trust, and ultimately achieving your growth goals.

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