What is the value of your brand to customers? Take a look at your value proposition.
In this blog, we will explain why having a value proposition in marketing is important and how it can set you apart from your competitors.
What You’ll Learn:
- What is a Value Proposition?
- Who Needs a Value Proposition and Why?
- How to Create Your Own Value Proposition
- 15 Compelling Value Proposition Examples
- FAQs About Value Propositions
So, What is a Value Proposition?
Value propositions in marketing are short, to-the-point explanations that convey value. Often, they become synonymous with a particular brand.
Some value proposition examples include Vimeo’s “The power of video at your fingertips,” or WordPress’ “Build simply.”
As you can see, these statements are simple and immediately display what’s in them for customers. What’s important in creating one is understanding what a value prop is not. It’s not a slogan, tagline, Vision Statement, or Mission Statement.
- Slogans are catchy campaign-specific phrases.
- Taglines are short phrases that define aspects of a brand and are more of a concept.
- Vision Statements are aspirational and include the company’s current and future objectives.
- Mission Statements are short explanations of a business’s reason for existence, describing its purpose and objectives.
These branded phrases don’t contribute to conversions, which is a primary purpose of a value proposition. Here’s an example to showcase the differences from Nike.
- Slogan: “Twice the guts. Double the glory.”
- Tagline: “Just Do It”
- Vision Statement: “We see a world where everybody is an athlete — united in the joy of movement.”
- Mission Statement: “To bring inspiration and innovation to every athlete in the world.”
- Value Proposition Statement: Customizable performance or lifestyle sneakers with unique colorways and materials.
Who Needs One (And Why)
To make a long story short: Every brand needs a unique value proposition.
Value propositions serve as an expression of intent and a “promise” to customers relating to how a company’s products or services will serve them. They focus on the heart of your audiences’ challenges and how you can solve them.
Pro Tip: The most successful value propositions are those that continuously evolve with your brand. Stay relevant by adapting to your audience’s changing needs and the marketplace dynamics. Businesses willing to grow and adapt with their audience usually see improved customer loyalty, engagement, and growth
Value Proposition in Marketing
If you want to be successful in marketing, you have to stand out. You have to show consumers why your brand or service is different from the rest.
This is where a value proposition can come into play. It will explain your mission to your audience but also guide your marketing and messaging.
You’re highlighting your distinct value, and it becomes a foundation for inbound and content marketing strategies. They are also instrumental in brand awareness marketing.
Examples of Short Value Propositions
Let’s look at some examples of short value propositions.
This tangible statement delivers to customers what they can expect from your solutions. It can include features, social proof, or other specific benefits.
A well-defined and impactful one can:
- Support efforts from marketing and sales.
- Help with the consistency of your messaging across the company.
- Improve customer engagement and sentiment.
- Address specific needs that are pain points for customers.
Now, let’s review how to write a value proposition statement.
How to Create Your Own Value Proposition
If you’ve never developed a value prop or are in a creative brand refresh mode, follow these six steps.
Step 1: Identify Unique Selling Points (USPs)
Start by asking, “What’s your customer’s main problem?”
Once you’ve identified their problem, think about why you are the best solution to solve it. What features or benefits do you provide that are different from other options on the market?
Pro Tip: Focus on your customers’ needs, not your company’s. Be as concise and specific as possible.
Step 2: Understanding the Target Audience
If you’re speaking to everyone, you’re speaking to no one. Be sure to identify your target audience and spend time getting to know them. Understanding their pain points, desires, and needs will help you craft a value proposition that describes your company and benefits your customers.
Step 3: Identify Product or Service Benefits
In a sentence or two, identify your product or service’s benefits. How do they solve your customer’s problem better than any other option?
Step 4: Crafting a Short, Memorable Statement
The key to a value proposition is that it shows why your company, product, or service is so valuable. What is it about you that makes you the right choice to solve your customers’ problems?
Work all of these elements into your value proposition.
Once you’ve completed these steps, you can write your value proposition using one of three methods in the image below:
Step 5: Differentiate From Competitors
A huge part of a successful proposition statement is making how you differentiate from your competitors very clear. Why should they choose you over other options? What makes your product or service unique or better?
Don’t be shy! Brag about your business a bit!
Step 6: Testing and Refining the Value Proposition
Like everything else in digital marketing, your value proposition statement is always evolving. What you think will resonate with your audience might end up falling flat.
That’s why it’s important to test and refine it as often as necessary. Try methods such as:
- A/B Testing – Evaluate the statement’s effectiveness in marketing campaigns.
- Monitor Social Media Mentions – See how your audience responds to your new statement.
- Analyze Customer Behavior – Has it improved or worsened since you’ve made your statement? KPIs like website interactions, purchase history, and click-through rates can give you some insight into how they resonate with your position.
Engage Directly – Use first-party data like surveys, interviews, or focus groups to gather honest feedback about your value proposition.
15 Compelling Value Proposition Examples
The following examples all do an excellent job of telling their business’s story while connecting with their audience on an emotional level. Check out these examples of short value propositions!
#1: NOVO
The Value Proposition: “We make unique watches from really cool things.”
Why It Works: It describes what they do and how they do it, with a little shock value thrown in.
It’s the first statement on their website, and if you read further, it goes deeper into how they turn historical physical materials into watches.
Not only do they do a great job of presenting value upfront, but they also continue to do so throughout the website by reinforcing the core values of craftsmanship and recycled materials.
Example #2: Stripe
The Value Proposition: “Millions of companies of all sizes use Stripe to accept payments online and in person, embed financial services, power custom revenue models, and build a more profitable business.”
Why It Works: This example accomplishes several things:
- It draws the audience in with a headline (“Financial infrastructure to grow your revenue”) that clues you into the overall theme of the business.
- It’s declarative as “millions of companies of all sizes.” There’s no room for argument, and it positions the brand as a leader among competitors.
- It follows up with a clear explanation of exactly who the service is for (online businesses) and what it does (handles high-traffic online payments).
Stripe successfully drives home that it’s a platform for businesses driven by innovative tech by leveraging top-name clients and simple graphic design. Every choice made on the website supports the business’ value proposition.
#3: BetterHelp
The Value Proposition: “With our therapists, you get the same professionalism and quality you would expect from an in-office therapist, but with the ability to communicate when and how you want.”
Why it Works: Mental health is no longer taboo, and people seek resources and the ability to connect virtually. The site immediately addresses the online component and aligns with being a convenient way for people to get therapy.
Example #4: Less Accounting
The Value Proposition: “Smart bookkeeping. Powered by professionals. Backed by technology.”
Why it Works: Less Accounting’s value proposition example works because:
- It immediately addresses who the software is for and that they don’t have the time or resources to dedicate to bookkeeping.
- As you scroll down the page, it presents common customer pain points in a modern Q&A format. It’s different, and I like it. It addresses some of its users’ most common questions and drives home its benefits, all above the fold.
- The website home page also showcases customer testimonials and reiterates the trust factor, which is critical in discussing money.
Less Accounting has done its market research and knows its audience.
As you read the page, the content reinforces the idea of simplicity. They clarify that they “are your bookkeeping partner so you can do more with less.” This separates them from other accounting software by making it personal (“we’re your partners”).
Value Proposition Example #5: Skillshare
The Value Proposition: “Become a pro with thousands of creative classes.”
Why it Works: Skillshare makes its purpose clear: it’s an online database of classes designed for anyone to take.
The first sentence appeals directly to its target audience: become a pro with thousands of creative classes – even if you didn’t have access to classes before. Further down, it expands the value prop in a list of action-focused ways to get creative—learn, tune in, go from dabbler to master, and connect.
It serves up all the valuable ways someone can use their platform to become better at anything.
Example #6: Tortuga
The Value Proposition: “Bring everything you need without checking a bag.”
Why it Works: This one focuses entirely on the brand’s biggest benefit: the ability to pack everything for a trip in one bag.
The target audience here is young backpackers or frequent weekend travelers, and it addresses the most significant obstacle most travelers face: who wants to pay bag check fees?
Additionally, putting the star review right at the top of the website delivers social proof that its ideal customers deem essential.
Example #7: Bitly
The Value Proposition: “Build stronger digital connections.”
Why it Works: Known for reducing the size of lengthy URLs, Bitly is all about keeping everything short and sweet. So, it’s no wonder that the company’s value proposition would also reflect these attributes.
It encourages you to build stronger digital connections (something all digital marketers want to do!) by building, editing, and tracking everything inside of the Bitly Connections. It also conveys how simple it is to do all these things within one platform.
Value Proposition Example #8: Credit Karma
The Value Proposition: “Managing money, made simple.”
Why it Works: Credit Karma’s value proposition works because it speaks to most adults. After all, who doesn’t want to feel confident about their financial health? Further down their page, it explains more steps you can take to build your credit and find success.
Example #9: Imperfect Foods
The Value Proposition: “Cut your grocery bill and your food waste.”
Why it Works: The way consumers grocery shop has forever changed, with more people shopping online. Many eco-conscious people are also trying to fight food waste. The message is straightforward and illustrates that they are sustainable, affordable, and convenient. They can help you cut your grocery bill (and save money) and your food waste (and save the environment).
Value Proposition Example #10: Trello
The Value Proposition: “Trello brings all your tasks, teammates, and tools together.”
Why it Works: With remote work on the rise, like Trello, is more critical than ever. Many companies are looking for a turnkey solution instead of using multiple systems. The company conveys that you can have it all in one spot.
Example#11: Wix
The Value Proposition: “Create a website without limits”
Why it Works: It’s clear and to the point. Wix does a great job of saying exactly how they can help you solve your website problem in one place – “the website builder that gives you the tools you need to succeed.”
Example #12: EveryPlate
The Value Proposition: “America’s Best Value Meal Kit: Make affordable, crowd-pleasing meals at home.”
Why it Works: Cooking at home needs to be simple, tasty, and cost-effective for most people. They also don’t have the time to meal plan, and EveryPlate can handle that. They claim the title of “America’s Best Value Meal Kit,” differentiating themselves from their competitors while spelling out how it works and reiterating that it saves time and money and the cooking is easy.
Example #13: Evernote
The Value Proposition: “What will you achieve today?”
Why it Works: Evernote is a smart app that makes notetaking, task management, and scheduling a breeze. The company realizes that we’re all drowning in stuff to do, and they can relieve some of that stress. The rest of the home page continues the theme of keeping you organized and uses the clever phrase, “Tame your work, organize your life.”
Value Proposition #14: Canva
The Value Proposition: “Canva makes it easy to create professional designs and to share or print them.”
Why it Works: Canva is the non-designer’s go-to for designing just about anything. The value proposition emphasizes that it’s easy to use while noting that the finished products are professional. It also tells you what you can do with what you create. The imagery gives visitors a preview of all the possibilities while leaving lots of white space so as not to overstimulate.
Value Proposition Example #15: Rocketbook
The Value Proposition: “More magic. Less waste.”
Why it Works: Rocketbook is for the professional who wants to handwrite their notes without filling up notebook after notebook. They speak to their target audience with the line “save what’s important. Erase what’s not.” It’s clever and to the point – the perfect sample value proposition.
For businesses looking to harness their competitive edge through brand clarity, forming distinct and custom brand strategies can significantly enhance market impact.
Igniting new concepts back into life with an effective strategy framework strengthens community loyalty, which dovetails perfectly with creating a personalized value proposition. This comprehensive understanding can propel your company forward with clear direction and aims.
FAQs About Value Propositions
1. What is a value proposition?
A value proposition is a statement of what’s different and highly valuable about your product.
2. Why is a value proposition essential for businesses?
A value prop demonstrates your “promise” to customers, highlighting what you do and how it serves them. It can address needs and pain points and is vital to converting prospects.
3. How do value propositions differ across industries?
Value props are all unique and focus on who the audience is and their specific needs. Some of the biggest differences are B2B vs. B2C. The former is focused on solving business problems, while the latter involves a consumer’s needs.
4. What are common mistakes to avoid when creating a value proposition?
It shouldn’t be salesy or all about the brand. It should also identify and speak to the customer. Long and complicated value props are likely to become confusing. It also must be unique and not generic.
5. How often should a value proposition be revisited or revised?
It depends on when things “change” internally, such as adding new products, moving into new markets, or during a complete brand refresh. At a minimum, you should freshen them up annually.
6. How do value propositions relate to brand positioning?
A value prop describes how your company stands out in the industry, and that would be part of your complete brand positioning strategy. The positioning is much broader, typically developed after the value proposition is in place.
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Our digital marketing experts have helped many companies strengthen their marketing strategies and campaigns, realizing increased brand awareness and revenue.
We’ve worked with companies in all industries from home services to auto shops to healthcare companies, and everything in between. Let us work with you to craft the perfect value proposition for your business!
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