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 directly benefits your target audience.
In this article, I’ll give you a little inspiration through 8 unique value proposition examples from companies who got it right.
What is a (Good) 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 the value of your brand. Your business’s value proposition outlines what makes your business unique. It’s the reason people should you choose you over anyone else. It’s the phrase that proposes to your target audience the value you can offer them.
Your value proposition needs to be specific, and it needs to address the problems that you can help your customers solve.
Ultimately, this makes it one of your most important conversion factors.
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, above the fold.
Let’s get into a few unique value proposition examples that illustrate how to position a brand well.
Value Proposition Example #1: NOVO Watch
The Value Proposition: “Timepieces Handmade in Alberta From Repurposed Pieces of History.”
Why it Works: This sample value proposition 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 to 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, they 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 value proposition example accomplishes quite a few things:
- It draws the audience in with a headline that clues you into 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 made in clear support of the business value proposition.
Value Proposition Example #3: Evernote
The Value Proposition: “Meet Evernote, your anywhere access notepad. Capture, organize, and share notes from anywhere. Your best ideas are always with you and always in sync.
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 the accessibility features multiple times.
- It lists major capabilities in addition to simply taking notes (organization and sharing)
- The statement “in Sync” at the end is a clever nod to its cloud-based capabilities.
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: “Accounting software for business owners who dislike bookkeeping.”
Why it Works: Less Accounting approaches their value proposition in a unique way, and ends up doing a few things really right.
- It immediately addresses who the software is for: business owners, but more specifically, those who typically don’t enjoy the accounting side of owning a business.
- 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 competitor, Quickbooks. While it doesn’t list all its differentiating factors right there, it does signal that it’s accounted for those who may be reluctant to convert.
Similar to some of the other examples, this homepage brand value proposition highlights logos from major brands.
In this case, rather than clients, it emphasizes the banking and credit card platforms that import directly into the software. This further emphasizes that it’ll save a small business owners from having to do manual accounting work.
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 value proposition uses a single sentence to state all a user needs 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 understanding 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.
Value Proposition Example #6: Zoom Video Communications
The Value Proposition: Basically, it’s rated number one.
Why it Works: Zoom doesn’t follow the rules of your traditional value proposition examples and toes the line into slogan territory.
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.
That’s what social proof does, and if you can find a way to include it in your value proposition, your company becomes much more trustworthy and authoritative.
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: Zoom Continued
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 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 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 value proposition 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 every item and doesn’t want to continuously cough up the cash to check a bad, it’s ideal to have a bad that can carry everything you need.
Tortuga managed to address all of those benefits in one sentence.
- uct 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.