What is a good value proposition?
It’s a statement that speaks to your wow factor. It captures what sets you apart from the pack and provides a direct benefit to your target audience.
In this article, I’ll walk you through what makes a compelling value prop, and eight examples of companies who got it right.
What We’ll Cover:
- What makes a good value proposition
- Examples of compelling value propositions:
- Key Takeaways
What Makes a Good Brand Value Proposition?
Here’s what a value proposition isn’t:
- Just Do It
- Got Milk?
- Think Different
Those are slogans.
A slogan is a quick, catchy phrase that identifies a brand. But looking at these examples, do they really tell you anything about the brand? Do they present any benefits or address any solutions?
The defining feature of a value proposition is that it offers value. Your business’s should outline what makes it unique.
It’s the reason people should choose you over anyone else.
It’s the phrase that proposes to your target audience the value only you can offer.
It needs to be specific and it needs to address the problems that you can help your customers solve.
Ultimately, this makes the value proposition one of your most important factors in producing a conversion.
It needs to do the following:
- Identify customer pain points and clearly express the benefit your product or service brings to your target audience.
- Be clear and concise. Anything too long will lose your readers.
- Be prominently displayed on your website, preferably above the fold.
Example #1: NOVO Watch
The Value Proposition: “Timepieces Handmade in Alberta From Repurposed Pieces of History.”
Why it Works: This sample hits the nail squarely on the head.
It’s the one and only piece of information featured on the page, and it tells you exactly why the product is valuable:
- It’s handmade. That means quality.
- Repurposed pieces of history. Even if you don’t know exactly what that means yet, it lets you know that the watches are unique and have a story behind them.
Scroll down just a bit, and you’ll see even more added to the value. The points “handcrafted” and “reflect history” (in the form of reclaimed, recycled materials) are repeated throughout.
Example #2: Stripe
The Value Proposition: “The New Standard in Online Payments. Stripe is the best software platform for running an internet business. We handle billions of dollars every year for forward-thinking businesses around the world.”
Why It Works: This example accomplishes quite a few things:
- It draws the audience in with a headline that clues you in to the overall theme of the business.
- It’s declarative as “the new standard.” 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 (internet businesses) and what it does (handles high traffic online payments).
Stripe successfully drives home that it’s a platform for businesses on the cutting-edge of tech by leveraging both top-name clients and simple graphic design. Every choice made on the website is in clear support of the business’s value proposition.
Example #3: Evernote
The Value Proposition: “Your notes. Organized. Effortless. Take notes anywhere. Find information faster. Share ideas with anyone. Meeting notes, web pages, projects, to-do lists–with Evernote as your note-taking app, nothing falls through the cracks.”
Why it Works: Another simple, to-the-point opener that tells the viewer what the app does and why Evernote isn’t your average note-taking application:
- It emphasizes all the areas it can help client’s keep track of.
- The writing is clean, clear, and organizes, suggesting that it can help you too, stay organized.
- It states three clear benefits: take notes anywhere, find information fast, and share ideas easily.
Example #4: Less Accounting
The Value Proposition: “Simple accounting software for small business owners who dislike bookkeeping.”
Why it Works: Less Accounting approaches their proposition in a unique way, and ends up doing a few things really right:
- It immediately addresses who the software is for: small business owners, and more specifically, those who may not typically have the time or resources to dedicate to learning complex software.
- As you scroll down the page, it clearly presents common customer pain points in a cool, Q&A format. It’s different, and I like it. It manages to address some of its users most common questions and drive home its benefits, all above the fold.
- It quickly addresses its closest competitors, Quickbooks and Xero. While it doesn’t list all its differentiating factors right there, it does reaffirm that for those looking for simplicity, Less Accounting is the clear choice.
What I really like about this one is that it addresses its target audience right away. Less Accounting has clearly done its market research, and knows that smaller businesses’ needs tend to line up best with the Less Accounting’s product.
Example #5: TrackMaven
The Value Proposition: “Take a deep breath. TrackMaven makes it easy to prove marketing ROI.”
Why it Works: TrackMaven doesn’t need many words to address their customer’s pain point: deciphering ROI.
It doesn’t even have to state how it will help prove better ROI, and it doesn’t have to. This company uses a single sentence to tell a user all they need to know: they offer a solution. Anyone charged with proving ROI or justifying marketing dollars spent will be interested in that.
The “take a deep breath” opener lets users know that TrackMaven understands how overwhelming and stressful tracking ROI can be. It builds rapport and illustrates a clear link between their product and their target audience.
Example #6: Zoom Video Communications
The Value Proposition: Basically, it’s one of the best.
Why it Works: Zoom doesn’t follow the rules of your traditional examples and toes the line into slogan territory.
While that could be a risky move, Zoom manages to pull it off and offers a unique proposition example by focusing on social proof.
Zoom lets you know right away that they’ve been voted on top video software lists, and gives plenty of examples of reputable companies who already work with Zoom. Not to mention, it highlights the fact that it consistently collects #1 reviews.
Because here’s the thing: you can claim all day that you’re the best at something, but it really helps to have the numbers to back you up–especially when those numbers come from other users like your target consumers.
Scroll down Zoom’s home page, and you’ll find a list of benefits that dive deeper into customer pain points, including its ease of use, straightforward pricing, and reliability.
Example #7: Skillshare
The Value Proposition: “Tomorrow is for the taking. Thousands of classes to help you do your best work”
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: creative minds with the desire to learn and improve, but perhaps without the resources to do it. The second sentence drives home that this is a resource to help the user improve.
It covers a range of subjects and skills (bonus points if you noticed Moz’s Rand Fishkin in the background).
Example #8: Tortuga Backpacks
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 clearly targets the biggest obstacle most travelers face; after all, who wants to pay bag check fees?
For someone who travels often, needs to have a space for multiple items and doesn’t want to continuously cough up the cash to check a bad, it’s ideal to have a bag that can carry everything you need.
Here’s what all these value proposition examples have in common: they communicate what they do and why the customer should care.
That’s really what your company value proposition needs to be: the intersection of what your product or service does and how it accomplishes what your customers need.
So before writing your own, sit down and ask yourself:
- What does your product do?
- What are its most important features?
- How does it work?
- What are your customers’ biggest challenges?
- What are their wants, fears, and needs?
- How does my product’s features address those wants and needs?
- What are some of the emotions that go into this purchase?
- Why should they use my product over any of my competitors?
As you go through, you’ll find the overlap in the answers to these questions. From there, it’s a matter of presentation.
On your website, your value proposition usually consists of a headline, a subheadline, and images or bullet points that illustrate your position.
As we’ve seen, some get their value across with only the headline. Some take up the whole home page. How yours ultimately plays out will depend on your audience and the tone you’re trying to set.
Good. Take that inspiration and run with it.