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How to Write a Value Proposition


A value proposition is a vital component of a brand’s marketing toolbox. Without an effective one, it can be difficult to convince consumers that your company is worth doing business with. This is why it is absolutely critical that you invest the time and resources necessary to get your value proposition right. 

What is a value proposition?

A value proposition is a collection of key ideas that convey your offerings to consumers. Essentially, it outlines the reasons why a consumer would choose you over a competitor. 

What value can you provide to customers? What can you offer that other organizations cannot? Why should someone choose your product or service?

The answers to these questions become a core part of a brand’s marketing strategy.

Steps for writing an effective value proposition

The following steps will help to get your thoughts flowing and ensure that you have a customer-winning value proposition.

List the benefits of your product or service 

To begin your value proposition, make a list of all of the benefits your product or service offers. How can it change things for your consumers? What value does it add? Why do they need it in their life? Begin with a big brainstorm and then narrow your list down to the main 2-3 benefits.

Identify your customer’s needs

Now it’s time to turn your attention to your target audience. Why do they need your product or service? Are they faced with a particular problem that your service or product can fix? Will your product or service enhance their life in some way? Making note of your customers’ specific needs allows you to be very targeted in your marketing.

Make the link between the benefits of your offering and a customer’s need

Next, bring steps 1 and 2 together. How do the benefits identified at step 1 address the needs of your customers identified at step 2? 

This is a fundamental step for any good value proposition. It allows you to do the thinking for your target audience, demonstrating the logical reasoning why they should buy your product or service. 

Identify the advantages of your offerings over competitors

Finally, make note of the differentiating factors between your product or service and those of your competitors. This information is critical in showing consumers why they should pick you over another brand.

Characteristics of a good value proposition

Once you’ve drafted your value proposition, test it against the following characteristics. You want to make sure that it ticks these boxes to optimize its effectiveness.

It engages your specific target audience

If it doesn’t speak to your target audience, it is a waste of time. Make sure that it is specifically engaging for the people you are trying to target by considering their tastes and preferences.

It is clear and direct

Does it communicate what it is meant to? Now is not the time for ambiguity. There should be no confusion surrounding your company’s offerings and value.

It describes your services accurately

Good value propositions are descriptive. Yours should create a vision for consumers so that they truly understand the value you can provide.

It conveys your brand promise

What commitment are you making to your customers? Your value proposition should outline what you are promising. 

Creating a value proposition isn’t overly difficult, but getting it right does take some thought. This information will help your marketing efforts greatly and can even assist in finding business name ideas.

About the author

Jenna Jackson

Jenna is a branding consultant at, the World's #1 Naming Platform.

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