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.
Let’s get into a few unique examples that illustrate how to express value the right way.
Value Proposition 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.
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.
Value Proposition 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.
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.
As you scroll down the page, it elaborates on each point and shows off the key features and benefits, ensuring you know exactly what you’re getting with Evernote.
Value Proposition 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.
As you read through the page, the idea of simplicity is reinforced. And, it clearly separates itself from other leading accounting software by highlighting its unique benefit.
Value Proposition 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.
The zen atmosphere of their website images reinforces the idea that TrackMaven users can, in fact, sit back and take a deep breath while TrackMaven goes to work.
Value Proposition 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.
Value Proposition 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).
It addresses their audience’s pain point: how to continuously improve, whether it be at a skill they’ve been working on or an entirely new craft – in one easy, on the go platform.
Value Proposition 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.
Tortuga managed to address all of those benefits in one sentence.
Value Proposition Example #9:The Dollar Shave Club
The Value Proposition: “A great shave for a few bucks a month. No commitment. No fees. No BS. Do it.”
Why it Works: While plenty of start-ups struggle to find ways to connect with audiences, Dollar Shave Club’s has been mastering the art of online marketing since its inception.
Clearly, this brand knows its audience and this example is no exception. Right off the bat, the benefits are emphasized instead of the features while also featuring its main selling point—price.
Razors may not be unique products, but Dollar Shave Club uses its unique style, wit, and relatability to set itself apart from competitors.
Value Proposition Example #10:Bitly
The Value Proposition: “Shorten. Share. Measure. Join Bitly, the world’s leading link management platform.”
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 reflect these attributes as well.
Using three powerful words, Bitly summarizes its three key services in a way that’s easy to commit to memory. You even have the option to try out the feature right then and there.
Value Proposition Example #11:Unbounce
The Value Proposition: “Build, Publish & A/B Test Landing Pages Without I.T.”
Why it Works: This value proposition has got it all:
The brand immediately lays out its offerings without coming off too sales-y.
It identifies the group that would most benefit from using the software—namely marketers.
The header addresses a common pain point of marketers—having to defer to I.T. to create landing pages. Unbounce clearly understands that this is a major obstacle for businesses large and small.
It presents a simple three-step visual representation of how to best leverage Unbounce, as well as a compelling CTA.
Value Proposition Example #12:Mint
The Value Proposition: “That horizon might be closer than you think. We’ll help you get there by managing money and budgets better every day.”
Why it Works: Mint’s value proposition immediately captures your attention with its motivational message.
Understanding how to manage your finances properly is crucial to reaching many long-term goals such as purchasing a home or planning for retirement.
As the statement implies, though these milestones may seem far away (like horizons), they’re more attainable than you think, especially if you enlist the help of Mint.
Value Proposition Example #13:Spotify
The Value Proposition: “Soundtrack your life. Let Spotify bring you the right music for every mood and moment. The perfect songs for your workout, your night in, or your journey to work.”
Why it Works: Made up of only three words, the headline is equal parts poetic, precise, and actionable.
Using less than 30 words, Spotify is encouraging you to make time for music and it does so by being available on-the-go in your smartphone. Plus, it caters to everyone—every mood, every moment, and every lifestyle.
The value proposition also highlights the brand’s unique disposition, which is aiming to create more of a personalized experience with its music offerings.
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.