The market is very competitive, if you snooze you lose. It is imperative that your customers know exactly what your brand offers. It differentiates your business from competitors. A value proposition statement can convince customers to select your product over your competitors. Learning how to construct an effective value proposition can assist you in communicating this message to customers.
We will walk you through the definition of a value proposition and how to write one, in this article. Additionally, you will receive 20 value propositions examples from which you can learn.
TL;DR
- A value proposition is a short statement that tells your customers how your product will benefit them.
- How to Write a Value Proposition:
- Answer some questions about your brand
- Summarize those questions into a brief statement
- 20 Value Proposition Examples:
- Zoom — Design more engaging virtual events
- Slack — One platform for your team and your work
- Adobe — Put creativity to work
- Mint — Managing money made simple
- Bitly — Short links, big results
- Microsoft — Bring out your best in school, work and life
- Asana — Work on big ideas, without the busywork
- Squibler — Where writers get serious
- MailChimp — Turn emails into revenue
- Parse.ly — Content analytics made easy
- Invision — Design better. Faster. Together
- Reclaim.ai — Smart AI scheduling for busy teams
- Linktree — Everything you are in one, simple link in bio
- Vimeo — Video simplified
- Netflix — Unlimited movies, TV shows, and more
- Dropbox — Join over 700 million registered users who trust Dropbox
- ClickUp — The everything app, for work
- Pagely — Managed WordPress hosting solutions you can trust
- Mixbook — Beautiful designs made easy
- DuckDuckGo — Tired of being tracked online? We can help
- What makes a good value proposition:
- Headline
- Subheadline
- Visuals
What is a Value Proposition?
A value proposition is a short statement that tells your customers how your product will benefit them. It demonstrates what you can offer your clients and what sets you apart from the competition. A strong value proposition is understandable and appealing to the target market.
These marketing statements have become very important in digital marketing. A good value proposition will easily attract potential customers to your brand. You can use your value proposition on your landing pages, in your pop-up ads or even on your Facebook cover photo. Anywhere you need a short, powerful statement that highlights the benefits of your brand, you can use it.
How to Write a Value Proposition
According to ChartBeat, you have 5 to 30 seconds to hold a viewer’s attention on a landing page. In other words, you need to express your worth in less than 30 seconds.
Start by asking yourself questions about your brand and the services it provides to consumers. Write down your answers in the form of sentences.
Here are some questions you can ask:
- Who are you trying to reach?
- What customer problems do your product resolve?
- How do they get resolved?
- What makes your brand unique?
After responding to these questions, go over your notes and start shortening your ideas into a headline. Use an active language to communicate the worth of your brand to prospective buyers. Keep improving your headline until you have a short statement that highlights the advantages your product offers to consumers.
A value proposition may have other components, like a subheadline or a call to action which explains the information you present in your value proposition. You may also include images to attract customers and convey your message visually.
Top 20 Value Proposition Examples
Here are 20 effective value propositions you can learn from:
1. Zoom — Design more engaging virtual events
Zoom is well known for its video conferencing services. With features like collaborative whiteboards and virtual event hosting. The brand uses a clear statement that highlights its solutions for virtual events. If you are looking for an easier way to make entertaining and engaging virtual events, you’ll trust Zoom.
When writing your value proposition, emphasize your core strengths that solve specific pain points. Use a clear solution-based message showing how your product meets customer needs.
2. Slack — One platform for your team and your work
Slack combines the functions of a communication tool and a workflow organizer to help teams remain on course. This value proposition is presented on its Features landing page to prospective customers so they can see how Slack can help their teams. This one sentence alone tells you exactly what the brand has to offer.
Simplify complex offerings to a single, clear benefit so that customers can easily understand your product’s value.
3. Adobe — Put creativity to work
Adobe is a platform that provides tools for digital content creation and management. Adobe’s value proposition resonates with both professionals and enthusiasts by relating creativity with productivity. It goes further in its subheadline, showing how you can use your creativity to grow your business.
You can highlight how your product enhances users’ unique skills and how they can use it to their advantage.
4. Mint — Managing money made simple
Mint keeps things simple here, with a straightforward headline and some social proof. The value proposition includes a testimonial and a reminder that Mint is the #1 personal finance app.
The website uses an on-brand green to direct your attention to keywords that describe its goal. It also uses the same color for the CTA you must click to obtain the value described. This is a simple but effective detail that many brands may be unaware of.
Speak directly to your audience, and use visuals that reinforce user actions, helping guide visitors seamlessly.
5. Bitly — Short links, big results
Bitly shortens links, making them easier to share on social media. It’s play on words is ideal for improving company image because smaller links are often more shared. It is unlikely that everyone is aware of the benefits of shorter links. This value proposition may encourage visitors to learn more about short link benefits for social media growth.
You can use word play that aligns with your product’s purpose. Emphasize your product’s impact, making your value feel larger than the product itself.
6. Microsoft — Bring out your best in school, work and life
Microsoft is a software that provides a variety of services for its customers. In its value proposition, it emphasizes its broad utility. It shows how it can help users in different aspects of their lives.
When writing your value proposition, it can be helpful to position your product as a solution that supports users in all aspects of life. It will help broaden appeal.
7. Asana — Work on big ideas, without the busywork
Asana is a project management tool that helps organize workflow and automate repetitive tasks. Asana’s value proposition informs visitors that adopting it will relieve them of some unnecessary work. In this single statement, Asana promises to make work easier. If you are going through a lot of stress organizing workflows and you see this, you’ll automatically know Asana is just the thing you need.
Tell your customers what they will benefit from your product. Focus on targeting a common pain point to connect with your audience on a more personal level.
8. Squibler — Where writers get serious
Squibler is a platform for writers to edit and manage their projects. Its value proposition informs authors that it’s the tool to use if they’re serious about writing. Right under the value proposition is the call to action. Because of this statement, people who don’t have Squibler feel like they’re missing out. It pushes them to try it out.
You can use exclusivity to create an emotional response in users, motivating them to feel that your product is made specifically for them.
9. MailChimp — Turn emails into revenue
The value proposition on MailChimp’s homepage makes it very clear that they can help you convert emails into income. Although they provide a wide range of marketing services. The content in the subheader is brief and direct, providing some social proof (“#1 email and marketing automations brand”). When you read this, you know for sure what to expect.
Be straightforward about the end result your product can offer. You can emphasize on your product’s financial benefits, to resonate with business-oriented customers.
10. Parse.ly — Content analytics made easy
Parse.ly is a content analytics platform that provides tools to help creators, marketers and developers understand content performance. If you have ever worked in digital marketing, you’ll know that there’s so much data you don’t even know what to do with.
In the headline, Parse.ly directly addresses this pain, which is alluring straight away. It demonstrates that the Parse.ly team truly understands its audience. From that statement you’ll know that Parse.ly can help you analyze a large amount of data, easily.
Write a value proposition that immediately explains what you offer. Address specific pain points, showing that you understand your audience and have the solution they need.
11. Invision — Design better. Faster. Together
Invision simplifies the design process by facilitating the sharing, viewing and collaboration of design mockups and prototypes. Anyone who reads the headline knows that they can make better designs quickly and collaboratively with Invision. This value proposition is able to summarize the brand’s offers in just four words.
Write a concise message that communicates productivity and teamwork. Especially if your product is a collaborative tool. Show how your product can improve users’ processes by saving time.
12. Reclaim.ai — Smart AI scheduling for busy teams
Reclaim.ai links directly to your calendar and helps you make smart schedules. The AI assistant prevents your day from becoming overly busy by scheduling meetings and identifying your free time. This value proposition understands the audience’s problems and it states how this software can solve them.
Use specifics like “busy teams” to show that you understand your target audience’s lifestyle.
13. Linktree — Everything you are in one, simple link in bio
Linktree is a platform that helps you create a page with multiple links to different websites. Linktree’s value proposition speaks directly to social media users wishing to share all aspects of their online presence from a single link. In its subheadline it uses social proof to show that over 30M people use it effectively.
Emphasize on how convenient and accessible your product is, and how it helps reduce complex processes. Use social proof to build credibility.
14. Vimeo: Video simplified
Vimeo is a platform that helps people make, edit and share videos easily. We see videos everywhere, on YouTube, social media, our websites and in sales emails. Vimeo’s homepage is full of videos, serving as a reminder of the platform’s potency. In order to emphasize the value of videos, Vimeo provides all the tools to make and share videos.
Emphasizing on how easy your product is to use can be very helpful to attract your target audience. You can use graphics, videos or images to better illustrate what your product is all about.
15. Netflix — Unlimited movies, TV shows, and more
Netflix well captures the primary advantage of streaming. It captures the ability to watch as many films and TV series as you like, whenever you want.
By guaranteeing flexibility, this value proposition both anticipates and reduces customers’ worries about being bound into contracts. If you know what obstacles your customers face during the buying process, you can avoid them from the start.
Use words that imply flexibility and abundance, making users feel they’re getting substantial value. You can highlight in your subheadline that they will be getting a customer-centric experience.
16. Dropbox — Join over 700 million registered users who trust Dropbox
Dropbox uses social proof as part of its value proposition to gain users’ trust. It is to convince them that it’s a dependable and safe way to keep their personal documents.
Include any compelling statistics you have to support your value proposition. This will build trust between your customer and your product.
17. ClickUp — The everything app, for work
ClickUp is a project management and collaboration platform that helps teams work together more effectively. It markets itself as a one-stop shop to satisfy consumers overwhelmed by using separate apps for project management.
It uses a simple, clear and interesting statement to describe its offers. Use statements that assure your product is comprehensive, especially if you offer an all-in-one solution
18. Pagely: Managed WordPress hosting solutions you can trust
Pagely is a managed WordPress hosting platform designed to meet the needs of businesses. Pagely’s value proposition is straightforward but effective in addressing its core function: offering WordPress hosting solutions. It also used social proof and a very descriptive subheadline to give more information on its offers.
You can use a clear explanatory subheadline to better convey your offers to visitors and potential customers. Strengthen your brand’s authority especially if you are in a competitive field.
19. Mixbook — Beautiful designs made easy
Mixbook helps create graphic items like calendars, cards and photo albums. “Beautiful Designs Made Easy” is a catchy term that makes anybody who visits this website think of what to create. This concept is further supported by personalized services that are inspired by the lives of the clients.
You can use catchy phrases like this to attract visitors to learn more about your offers. If your product is visually oriented, highlight how simple it is to achieve beautiful results in order to draw in customers.
20. DuckDuckGo — Tired of being tracked online? We can help
DuckDuckGo has a very effective value proposition as it uses a question directed at the visitor. “Tired of being tracked online?” If you said “yes,” they are here to assist you. One of DuckDuckGo’s primary differentiators is that it prioritizes privacy. That’s something it wants you to know as soon as you land on their website.
Asking a question can help users self reflect, especially if your solution solves a common need or issue. Using your unique differentiator as your value proposition can be very helpful to attract customers.
What makes a good value proposition?
There are 3 things that makes a good value proposition:
Headline
In the headline, highlight the major benefits you offer. It has to be both entertaining and accurate. You can use a sentence that quickly draws attention.
Subheadline
Additional information explaining your offer, providing specifics or conveying an additional message.
Visuals
Use visuals like pictures, graphics or animations to underline the value proposition and increase engagement.
FAQs
- Should different value propositions be used for different target audiences?
Yes, you should create different value propositions for different segments of your target audience. Every audience segment has their specific needs and pain points.
- What tools can marketers use to create value propositions?
Marketers can use tools like:
- Value proposition Canvas
- Evernote
- Campaign monitor
- Unbounce
- How do you test the effectiveness of a value proposition?
To determine how well a value proposition connects with your target audience, you can evaluate it using A/B testing. Carry it out on websites or ads, and collect customer feedback. Then analyze conversion rate and track engagement metrics.
- How often should a company update its value proposition?
To stay relevant, a business should update its value proposition whenever there are major shifts in the market or consumer preferences. It should also do this when introducing a new product.
- What is the difference between a value proposition and a slogan?
A slogan is a catchy phrase used to increase brand recognition, while a value proposition is a detailed description of the benefits of your product.
