What’s a good value proposition?
It’s your wow factor. It’s what you do that sets you apart from the pack and directly benefits your target audience.
In this article, I’ll give you a little inspiration through eight value proposition examples of 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. And while they’re quick, catchy, and immediately identifiable, they aren’t value propositions.
Look at those slogans again. Do they really tell you anything about the brand? Do they present any benefits or address any solutions?
And that’s why we can’t call them value propositions. There’s no value there.
Instead, a value proposition outlines what makes your business unique. It’s the reason people should you choose you over anyone else. It’s the Je ne sais quois of your biz – except you know what is, and how to explain it to your potential customers.
Your value proposition needs to be specific, and it needs to address the problems that you can help your customers solve.
Ultimately, your value proposition is 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. They can include a headline a small paragraph of subtext, but anything too long and lose your readers
- Be prominently displayed on your website, above the fold
But enough talk on the matter. To really drive the point home, let’s get into the examples.
Value Proposition Example #1: NOVO Watch
The Value Proposition: “Timepieces Handmade in Alberta From Repurposed Pieces of History.”
Why it Works: Here’s a value proposition that 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, how cool is that? And what a customer does know is that they’ll be receiving something unique, not a cookie-cutter wristwatch.
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.
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.
First, it draws you in with a headline that clues you into the overall theme of the business.
Then, it follows up with a subhead that clearly explains exactly who the service is for (internet businesses) and what it does (handles online payments, like, a lot of them).
Combined with a simple theme and relevant images (including those that feature some of its better-known clients), Stripe successfully drives home that it’s a platform for businesses on the cutting-edge of tech.
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 it’s not your average notepad.
Evernote lists some of its major capabilities and adds the “in sync” at the end as a 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.
First up, it immediately addresses who the software is for: business owners, but more specifically, those who typically don’t play well with accounting.
Second, it presents its back up 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.
And third, it quickly addresses it’s 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.
Value Proposition Example #5: TrackMaven
The Value Proposition: “Take a deep breath. TrackMaven makes it easy to prove marketing ROI.”
Why it Works: Simple, yet effective.
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, all the user needs to be intrigued is to know is that they offer a solution. And yeah, anyone charged with proving ROI 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. That’s good – it builds a little rapport and understanding between them and those it wants to do business with.
The zen atmosphere of their website images reinforces the idea that finally, 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.
While that could be a risky move, Zoom manages to pull it off.
How? 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 someone back you up.
That’s what social proof does, and if you can find a way to include it in your value proposition, you and your company will be seen as much more reliable and trustworthy.
Scroll down Zoom’s site a bit, and you’ll find a list of benefits as well. These benefits address multiple 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: If you didn’t guess, Skillshare is an online database of classes designed for anyone to take.
It covers a range of subjects and skills (bonus points if you noticed Moz’s Rand Fishkin in the background).
And its first sentence appeals directly to its target audience: creative minds with the desire to learn and improve, but without the resources to do it.
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 hones in concisely on the biggest obstacle most face (and trust me, if you’ve ever backpacked before, packing efficiently is a big obstacle.)
So is the looming possibility of a bloated checked bag fee, especially for someone who travels often and doesn’t want to continuously cough up the cash.
Tortuga managed to address both of those benefits in one sentence. Pretty impressive, no?
Key Takeaways From These Value Proposition Examples
Here’s what all of the above have in common: they communicate what they do, and why the customer should care.
And that’s really what your value proposition is – the intersection of what your product or service does and what your customers need.
So before writing your own, sit down and ask yourself:
- What does your product to?
- 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 them?
- What are some of the emotions that go into this purchase?
- Why should they use mine over any others?
As you go through, you’ll find the overlap. From there, it’s a matter of presentation.
Again, a value proposition usually consists of a headline, a subheadline, some sort of visual element, and maybe a few bullet points.
As we’ve seen, some get their value across with only the headline. Some take up the whole homescreen. How yours ultimately plays out will depend on your audience and the tone you’re trying to set.
Value Proposition FAQ
1. How Can I Pitch My Value Proposition?
That depends on your exact business model.
There are, however, several templates that have proven effective over the years. Here are a few of them:
- “For (customer) who (have a need), our (product) is (benefit).” For example: “For people with unusually dry hair, our shampoo moisturizes.”
- Use a proven winning model and apply it to your own market. For example: “It’s YouTube for slideshows!”
- Use superlatives. For example: “The easiest way to keep your lawn looking great.”
- Go with the verb/application/differentiator approach. For example: “Pay bills on your smartphone with a thumbprint.”
2. How Can I Test My Value Proposition?
One way to test it is to come up with a couple of different value propositions and run split-tests.
For example, let’s say you have two headlines for ads: one that uses superlatives and one that uses the proven winning model (see the answer to the question above for examples of each).
Launch an ad campaign that tests each headline. The ad that receives the most conversions is the one that wins.
Feeling inspired yet?
Good. Take that inspiration and run with it.