What makes a great value proposition

This list tempts would-be users with the prospects of making their budgets go farther, advocating for site changes using actionable data, making testing and analytics easier and more efficient, as well as the promise of more conversions and heightened engagement. Originally from the U. Home Blog. Last updated: April 4, Dan Shewan.

Sign up to get our top tips and tricks weekly! Sign Me Up! Related Content. View the discussion thread. These are features your products or services have that make the customer happy. Think creatively about the elements of happiness your customers experience.

Consider their financial and social goals as well as their psychographics. In the section above, we discussed customer pains. This section will define exactly how your business will help them overcome those pain points. Download for Free. We've crafted 15 templates to help you create an amazing value proposition for your brand — and pairing each of them with an example of how they may look for a real business. Click here to download these free value proposition templates for your business.

Because value propositions are typically internal information and rarely stated publicly, finding a value proposition example to model yours after can be difficult. Image Source. Headline: The most adventurous, most reliable, safest, best Subaru Outback ever. Then we made it unfold — revealing a massive screen so you can watch, work and play like never before. While this will require some upfront research, you can get a head start on this aspect of the value proposition by speaking with different members of your team.

Customer service reps, marketing specialists, and salespeople can fill in the gaps about what problems your customers are looking to solve by using your product or service. Your ideal customer is looking for an affordable and user-friendly way to access complicated tax documents for their business. This step can be as simple as listing out every product you sell and describing its primary benefit. The benefit should be concise and focused on a single customer need. Using the same example above, the value would be that customers have affordable tax documentation at their fingertips — something that would normally cost them thousands of dollars.

Do they align? Finally, polish your value proposition to make it unique. Do you offer any additional services that other companies charge for? Once you understand these steps, you can easily implement them into value proposition templates as follows.

Instead of focusing on the features themselves, Blank saw the need to emphasize the benefits derived from the features in a simple sentence. This makes a more clear value proposition formula as follows:. What companies and products compete with my brand to do this job for the customer? You can use the value proposition canvas in this post to determine how each company meets the needs of your buyer persona.

This tactic takes that concept a step further. When crafting this part of your value proposition, include details about how your product or service will benefit the customer and use examples where you can. Videos, photos, and live demonstrations are all effective ways to illustrate your value proposition because they show the customer exactly what they can expect from your business.

Buyer personas can help you segment your larger audience into groups of customers with similar desires, goals, pain points, and buying behaviors. The value proposition you offer must resonate with your customers. A study published in the Industrial Marketing Management studies the challenge of communicating reciprocal value promises.

Bottom line, make sure that your value proposition resonate well with your customers and that you are able to deliver on it! A good value proposition can make all the difference in your sales conversions. It can have a significant impact on conversions, and as a result, revenue. One of our partners who is a well-known educator, publisher and distributor of technical books wanted to maintain their community around their books and content.

One of the things our partner did in order to establish a community was to offer a free book alongside the print version to establish the community. When you have a strong value proposition and a strong headline, there is no need to add extra text to explain that.

The text below the banner was expunged because we thought that the banner was self-explanatory. We also changed the image to reflect what is going on. From this, we learn that the changes needed to increase conversions may not be so obvious and need real data testing. And then use the three-step process below to craft a winning value proposition and test it against your current proposition.

But note: The value proposition that works best for your business depends on your brand and audience. So, what should you use instead? Aim for simplicity! When crafting your value proposition, use straightforward language, be clear on what you are offering and avoid industry jargon at all costs.

This will make it easy to understand your products and services and will make you more distinctive. To figure out what makes your company memorable , conduct research on your competitors to see what they are offering. Testing yours is an easy way to be more effective than roughly half of your competitors. So, how do you go about testing your value proposition? Next, Updatey has crafted a value proposition that feels cohesive to not only its product as seen in the image featured , but to its overall branding — simple and beautiful.

Brand consistency aside, this value proposition also suggests that the product will take something as complicated as project management and make it just as simple. Last, but not least, ADSC is a medical software company offering a variety of solutions for medical practices. In this example of a value proposition, they capture three of the biggest results you'll see from working with them.

Not only will you be more efficient, seeing more patients and being able to work on the move, you'll also ultimately generate more revenue. The subheader and video in the hero area then aid this message, showing and telling you more specifically how. Free Content Marketing Guide. Free Download. According to an infographic from QuickSprout , a truly great value proposition in the digital marketing space is also: Easy to understand.

Communicates specific results that the customer will get. Explains how you're different and better. Can be read and understood in five seconds.

But how do you do that? How to write a value proposition There are several different approaches to writing an effective value proposition. One of our favorites though designed for marketing messaging at large is The StoryBrand Framework , but regardless of which approach you take, your value proposition should answer four questions: Who is your audience? What pain point do you solve for them? What do you do to solve it? How does your product or service do it differently from other options?

MailChimp: Integrated marketing platform A few years ago, MailChimp was just an email marketing tool, but as they've expanded to add marketing automation and storefronts among other things , their value proposition makes it clear that you can now do it all with them.

This value proposition's authenticity struck me when I first landed on their homepage. Lyft: Get a ride or become a driver While this deviates a bit from our formula shared earlier, I love the creativity of Lyft's value proposition. Mizzen and Main: Classy, but comfortable dress shirts In this example, the cotton dress shirt company clearly knows its buyer persona — people who want dress shirts that look like a nice, formal dress shirt, but are built to be comfortable through an entire workday.

Pagely: Managed WordPress services In this value proposition, Pagely is simple but strong in answering what it does and for who: It helps big brands and businesses scale using WordPress. Bitly: Link shortener and analytics tool Known for its link shortening, Bitly is all about removing clutter and being concise, so it's only natural that the company's value proposition reflects these traits as well.

Vimeo: Professional-quality video hosting If you're familiar with it, you know Vimeo is a competitor to YouTube that tends to cater to a more sophisticated user base. FreshBooks: Small-business accounting software In their value proposition, Freshbooks does a great job of telling you exactly what they do and whom it is for, directly calling out their personas business owners. DuckDuckGo: Truly private web browsing Though a bit smaller than others on our list, DuckDuckGo has one of the most effective value propositions on our list because it uses a question directed at the visitor.

Weebly: Free, but effective websites With so many free website players in the market today, Weebly uses its value proposition to drive home that while its websites are free, they are built to last and accomplish what you need to grow your business. Tortuga Backpacks: Backpacks made for more carefree travel Many people may associate backpacks with school kids, but in this former proposition, Tortuga makes it clear that that was not its market.

Salesforce: The world's No. Evernote: Digital note creation and storage People have a lot to do these days, and even more to remember. HelloFresh: Stressfree meals HelloFresh's direct-to-door service sends you yummy recipes and fresh, pre-portioned ingredients so that you can try new foods and hone your cooking skills without all the busy work.

Invision: Better design collaboration Invision is dedicated to streamlining the design process by making it easier for people to share, view, and collaborate on design mockups and prototypes. Updatey: Simplified project management Next, Updatey has crafted a value proposition that feels cohesive to not only its product as seen in the image featured , but to its overall branding — simple and beautiful.

Topics: Examples. Content and Inbound Marketing Published on June 3, Don't forget to share this post:. Recent Articles. Inbound Marketing. By Kimberly Marshall on October 11, 13 min read. By Kimberly Marshall on September 29, 7 min read.