What is value proposition

Value Proposition

What Is a Value Proposition?

A value proposition refers to the value a company promises to deliver to customers should they choose to buy their product. A value proposition is part of a company’s overall marketing strategy. The value proposition provides a declaration of intent or a statement that introduces a company’s brand to consumers by telling them what the company stands for, how it operates, and why it deserves their business.

A value proposition can be presented as a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service. This statement, if worded compellingly, convinces a potential consumer that one particular product or service the company offers will add more value or better solve a problem for them than other similar offerings will.

Key Takeaways

Value Proposition

Understanding Value Propositions

A value proposition stands as a promise by a company to a customer or market segment. The proposition is an easy-to-understand reason why a customer should buy a product or service from that particular business. A value proposition should clearly explain how a product fills a need, communicate the specifics of its added benefit, and state the reason why it’s better than similar products on the market. The ideal value proposition is to-the-point and appeals to a customer’s strongest decision-making drivers.

The term «value proposition» is thought to have first appeared in a McKinsey & Co. industry research paper in 1988, defining it as. «as «a clear, simple statement of the benefits, both tangible and intangible, that the company will provide, along with the approximate price it will charge each customer segment for those benefits.»

Companies use this statement to target customers who will benefit most from using the company’s products, and this helps maintain a company’s economic moat. An economic moat is a competitive advantage. The moat analogy—coined by super-investor Warren Buffett of Berkshire Hathaway—states that the wider the moat, the bigger and more resilient the firm is to competition.

A great value proposition demonstrates what a brand has to offer a customer that no other competitor has and how a service or product fulfills a need that no other company is able to fill.

Components of a Value Proposition

A company’s value proposition communicates the number one reason why a product or service is best suited for a customer segment. Therefore, it should always be displayed prominently on a company’s website and in other consumer touch points. It also must be intuitive, so that a customer can read or hear the value proposition and understand the delivered value without needing further explanation.

Value propositions that stand out tend to make use of a particular structure. A successful value proposition typically has a strong, clear headline that communicates the delivered benefit to the consumer. The headline should be a single memorable sentence, phrase, or even a tagline. It frequently incorporates catchy slogans that become part of successful advertising campaigns.

Often a subheadline will be provided underneath the main headline, expanding on the explanation of the delivered value and giving a specific example of why the product or service is superior to others the consumer has in mind. The subheading can be a short paragraph and is typically between two and three sentences long. The subheading is a way to highlight the key features or benefits of the products and often benefits from the inclusion of bullet points or another means of highlighting standout details.

This kind of structure allows consumers to scan the value proposition quickly and pick up on product features. Added visuals increase the ease of communication between business and consumer. In order to craft a strong value proposition, companies will often conduct market research to determine which messages resonate the best with their customers.

Special Considerations

Value propositions can follow different formats as long as they are unique to the company and to the consumers the company services. All effective value propositions are easy to understand and demonstrate specific results for a customer using a product or service. They differentiate a product or service from any competition, avoid overused marketing buzzwords, and communicate value within a short amount of time.

For a value proposition to effectively turn a prospect into a paying customer, it should clearly identify who the customers are, what their main problems are, and how the company’s product or service is the ideal solution to help them solve their problem.

What Is the Purpose of a Value Proposition?

A value proposition is meant to convince stakeholders, investors, or customers that a company or its products/services are worthwhile. If the value proposition is weak or unconvincing it may be difficult to attract investment and consumer demand.

What Is an Employee Value Proposition?

An employee value proposition (EVP) applies to the job market. Here, a company that is hiring will try to frame itself as a good place to work, offering not only monetary compensation but also a range of benefits, perks, and a productive environment. In return, the job candidate will need to convince the hiring company that they have the appropriate skills, experience, demeanor, and ambition to succeed.

What Happens if a Value Proposition Fails?

If a company cannot convince others that it has value or that its products or services or valuable, it will lose profitability and access to capital and may ultimately go out of business.

What is a Value Proposition? And How to Write it (with 15 Examples)

October 4, 2020 By Hitesh Bhasin Tagged With: Marketing

An extraordinary value proposition is a statement that portrays what your business/brand/ company brings to the table for the potential buyers/users.

Businesses use value proposition statements for telling-

All, in all, adept use of such statements will acquaint you with your target audiences, plus it also empowers you to establish a solid first impression. That is the reason it is so essential to have a ground-breaking value proposition statement for your brand.

In this article, you will be educated altogether regarding the usability and advantages of value propositions. We will also guide you about how to outline it, plus you will learn from some of the best examples as well.

Table of Contents

Introduction to Value Propositions

Value Proposition is the essential marketing message element for your business.

Your Value Proposition should provide reasons for your prospects to do business and collaborate with you, and why they should prefer you when there are plenty of other companies who deal in similar trade as you do.

The value proposition also clearly outlines the product benefits as to how it can solve specific problems, and the services provided by you and how these are different from and better than your competitors’.

Almost every successful company has a value proposition. Then what is it that makes one company or a brand better than the others?

The answer to this question lies in the fact that some companies do not know how to use their value proposition efficiently. They either run behind meaningless slogans or do not care about highlighting their value proposition on their website or in marketing campaigns.

Composing an incredible value proposition is an expertise you can learn. The example that we will discuss later will guide you in this dexterously. Before that, you need to understand that value proposition of your brand should offer three things-

The value proposition must be the primary thing your audiences see on your landing page, plus it ought to likewise be noticeable at all the critical entry sections to the website. Let us have a look upon different components of value proposition now-

Components of a Value Proposition

The value proposition consists of texts that are limited to 150 characters and visual representation of the message you are trying to communicate and spread. You can follow the pattern mentioned below.

How can you write your value proposition?

Leave no question unanswered: Write the best value proposition, note down these questions, and check if your value proposition answers the following questions:

Presentation:

Offers that boosts your value proposition:

Do not use slogans: Your value propositions are not slogans and taglines. A positioning statement or a motto might be under a value proposition but definitely cannot solely be a value proposition.

Now, after learning all the vital things essential for composing incredible value proposition statements, let us now learn from some of the best examples-

Great Examples of Value Propositions

1. Apple

Apple always makes use of a unique value proposition.

Instead of using technical jargon terminologies like gigabytes, RAM, and so on, it comes up with words like “elegant and aesthetic design”, “triple-camera system”, “4.7-inch retina HD display” in user-readable language.

Unlike other brands, Apple focuses on the entire product rather than particularly on one exciting aspect of it.

What makes it different from others is clarity. Apple does not focus on price competition and instead says “you get what you pay for”.

When it defines a product as “magical”, it uses all the visual imageries that make it look magical, let alone the experience of using it.

2. Stripe

The target buyers of Stripe are web developers and professional business personas.

Therefore, its mobile payment services and web products are designed specifically for them.

It states “web and mobile payments built for developers”.

Again, it is all about clarity. The website has a monochromatic blue hue with a simplistic view, which pleases the eyes.

3. Unbounce

“Build, Publish & A/B Test Landing Pages Without IT”, okay, Unbounce, the coolest value proposition award goes to you.

It states the objectives and purpose it serves, its benefits, and its efficiency no less than an IT guy.

The marketers are easily convinced that they do not need to invest separately in reinforcements. Cool, cool, cool.

4. DuckDuckGo

Unlike others, it focuses on things that it does not do; neither does it track and share any personal information that you provide.

It informs and assures you of its privacy policy as soon as you land into their website.

It starts with “the search engine that doesn’t track you”. Give me a better example of a unique value proposition, I’m waiting.

5. Mint

If you require some kind of positive energy, you do not need to attend a mediation session because Mint is ready with its aspirational message.

It rightly knows how to captivate the ambitious millennials. After all, having access to money and personal finances is the key to a successful future.

Mint accepts and lets people know that it is okay if one thinks that these are far fetched dreams, but Mint will ensure that they achieve these and that too, sooner than what they expect.

Again, clarity! Right, “the horizons might be closer than you think”. Well, they are.

6. The Ladders

It is a career website that specializes in job placement.

The value proposition “Move up in your career” has been cleverly framed to serve both emotional and functional value.

It means that you can both move up in your career and experience an increase in your salary.

7. Pinterest

Although it does not have a value proposition anymore, it is worth a mention.

Pinterest lets you know what it is and what exactly it does in just one sentence.

The website is designed so that it is convenient to use, with a single red call-to-action button urging the visitors to become a member.

8. Uber

Uber, at first go, resorts to defensive action. It lists down all the inconveniences of booking a traditional cab.

It points out how the service offered by Uber is superior, more relaxed, and smarter; each adjective has got to hit your personality differently.

It also has a simple and conveniently designed site with boosters for value proposition like “one tap and a car come directly to you”, “the driver knows where to go”, “payment is cashless”.

After getting to know all of it, you do not want to book a cab unnecessarily where your location seems to be a game of never-ending puzzle, and your driver just does not get it.

Yes, would you like to transform yourself into a Google map after a tiring day? You do not have to worry about change or whether you got cash in your pocket.

However, it was an appreciation for the unique value proposition that Uber has, not the company itself. We cannot deny that they do not care about their workers and employees and have cons under sharp criticism worldwide.

9. Slack

Slack provides an easy-to-use and user-readable platform to young entrepreneurs and start-up companies. Its instant message capability helps in maintaining a smooth workflow.

Slack saves time and also makes working together online, something like a fun activity.

Any other product does not provide this benefit. Because of its value proposition, Slash is often preferred as the best alternative to annoying e-mails.

It is one of the fastest-growing start-up companies, and 77% of Fortune 500 companies use it.

10. Airbnb

When it initially started, it needed to extend its marketing to two different groups.

It needed to market it to tourists who wanted a place to stay and to hosts and landlords who wanted to rent out their places.

Its unique value proposition serves two purposes efficiently when it says “Travelers benefit from truly local experience and hosts benefit from extra income.”

It arranges for places in local neighbourhoods where these tourists can stay.

Although it started at a much cheaper rate, it has now developed into Airbnb Plus, which further has its unique value proposition and is generally available at a high price.

11. CrazyEgg

Businesses on the web face a significant challenge in the form of knowing correctly how individuals are utilizing their site.

Without right and actionable data, you may not get the right idea about, and for all such needs of the businesses, CrazyEgg offers the best-suited solutions.

Being an analytical tool that enables clients to see Heatmaps of how individuals are interacting with a site. With statements like Website Behavior Tracking at an Unbeatable Price, or Want to make your site better, CrazyEgg shares everything about the USPs of the brand.

The value proposition of CrazyEgg gives info that no other company offers greater usefulness and insights at the lesser price the way CrazyEgg does.

12. MailChimp

Just by using three little words- Send Better Mail- Company tells about all its unique services and creates a powerful impression in the heart and mind of its potential users.

The three words mentioned above are the critical thing that MailChimp needs to mention to the businesses and target-niche to create awareness regarding what the MailChimp is all about.

This way of sharing the message is straightforward, direct, and intense.

It merely says that- use MailChimp services and you will be able to send better e-mails, without any uncertainties or issues.

13. Bitly

The company is known for its link shortening services.

Bitly is tied with expelling mess or clutter and being brief, so it’s just normal that its value proposition mirror these attributes also.

The company tagline- Shorten, Share, Measure- tells everything about the unique features behind the services that the company offers.

With such essential articulations, Bitly sums up its three vital services in a manner that isn’t just simple to recall, yet also can’t be misunderstood.

14. Mint

The value proposition used by Mint is excellent in catching your eye with its optimistic message.

When you plan for the future or want to accomplish some long-term goals, having a decent handle on your money, and individual funds are critical. Mint comes in here by offering its supportive hand towards you.

The value proposition statement of the brand says- That horizon might be closer than you think.

This value proposition statement proposes that those horizons may appear to be distant or far-fetched; they will be more achievable than you might think, plus you can also achieve them sooner by taking assistance of Mint.

The messaging used here is subliminal as well in telling that some “horizon” might show up sooner than your anticipation, and you need to be prepared for that by using Mint.

15. Salesforce

The latest variant of Salesforce value proposition, it adopts an extremely one of a kind strategy, featuring one of its customers/case studies that tell-

“Accenture moves faster with Salesforce Lightning.”

Just by using six little words, the company tells you what it does, plus it also acquaints you with somebody who can vouch for such excellent services.

Final Thoughts!

Your value proposition truly defines your customers, the rate of profit, and the number of buyers.

If you already have a value proposition but cannot find any growth in the income and sales, you must re-evaluate it and check if it satisfactorily answers all the questions. You can also take help from the companies as mentioned earlier’ value propositions.

With time, your company should change and evolve, and with your company, your value proposition should also be updated from time to time, especially when you see that it is not doing much good.

Always ask for feedback from your customers and focus on your value proposition.

What are your favourite value preposition statements?

How important do you consider the use of a value proposition statement for optimizing the awareness of a brand in target-niche?

Value Proposition

A promise of value by a company that summarizes how the benefit of the company’s product or service will be delivered, experienced, and acquired

What is a Value Proposition?

A value proposition is a promise of value stated by a company that summarizes how the benefit of the company’s product or service will be delivered, experienced, and acquired. Essentially, a value proposition specifies what makes the company’s product or service attractive, why a customer should purchase it, and how the value of the product or service is differentiated from similar offerings.

Generally, the value proposition is addressed to the company’s target customers or target market segment. The proposition takes the form of a short, clear, and concise statement of the tangible and intangible benefits that will be delivered to customers. The perfect proposition must quickly transmit the values to potential customers without the need for further explanation. Each proposition must be unique, as it is a method to communicate the differentiation points of a company to the target customers.

The value proposition must not be confused with slogans and catchphrases, as the latter two may not clearly convey the benefits of a company and its products.

Importance of a Value Proposition

The development of a value proposition is a vital part of a company’s business strategy. Since the proposition provides a company with a method to influence the decision-making of customers, it is frequently displayed on the company’s marketing materials, such as a website.

The value proposition is a powerful tool to drive sales and build a customer base. Additionally, a perfect and compelling value proposition can advance the effectiveness of the company’s marketing strategies. Generally, it is regarded as the most effective and wide-reaching marketing activity.

How to Create a Value Proposition

As we’ve already determined, the perfectly tailored value proposition can become a huge success factor for a company. However, the creation of a powerful proposition is a challenging yet rewarding task for every business. Below, we have listed some tips that will help you to create an effective one:

1. Know your customers

Before creating your value proposition, you must analyze the market and potential customers. Identify your target customers and target market segment to understand their desired benefits.

2. Understand your costs and benefits

Identify and assess the benefits delivered by your company and its products or services, along with the costs incurred to provide them. It is important to do this because the value to your customers is essentially the difference between the benefits and costs of your product or service.

3. Don’t forget about your competitors

After the analysis of target customers and your own company, evaluate the competitive landscape in the market. Determine the strengths and weaknesses of your major competitors and identify ways you can differentiate your business from them.

4. Be clear and concise

Don’t forget that an effective value proposition is clear and concise. Your target customers must quickly grasp the message you want to convey. It should not exceed two or three sentences.

5. Design is king!

Make your proposition visible and appealing on all marketing materials (e.g., website). Remember that if you have created a powerful value proposition, but no one can see it, the effect of the proposition will be zero!

More Resources

Thank you for reading CFI’s guide to Value Proposition. To keep learning and advancing your career, the following CFI resources will be helpful:

What is a Value Proposition: definition, examples, and tips

Last updated: 5 May, 2021

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A skillfully written value proposition is the core of every company’s competitive advantage. It’s the thing that determines whether customers will read more about your product or service or move on to the next option. A great value proposition could increase your conversion rate and improve your marketing strategies across many channels.

What is a value proposition?

A value proposition is a statement that identifies clear, measurable, and demonstrable benefits and summarizes why a customer should buy a company’s product or use its service. Simply put, it’s a promise of value to be delivered to the client. A value proposition also introduces a brand to customers by showing them what the business stands for, how it operates, and why it deserves their attention.

There’s a lot of stuff being sold out there, so companies must present their products as unique and make them stand out. And a good value proposition is one of the most important aspects that can help achieve this goal.

What are the value proposition examples?

Value propositions are everywhere. You see them every day, yet you may not even be aware of what they are when you come across them. They aren’t slogans or catchphrases. A truly effective value proposition is a statement that paints a clear picture of what a company has to offer to prospects.

Here are a few really great value proposition examples:

Apple

Apple’s iconic slogan “Think Different” is nowhere to be found. Instead, we have a great value proposition in the statement “Air. Light. Speed.” This short three-word statement is telling customers exactly what they want to know. MacBooks are light weight-wise, which is a common reason people choose them over a PC laptop. The wordplay of “Light. Speed.” tells people that, if they buy a MacBook, it will be far and beyond any other laptop they can buy elsewhere.

Lyft has two different value propositions for prospective drivers and riders. We’re going to take a look at one of their previous value propositions that targeted drivers. Unlike the MacBook page, Lyft is targeting people who want a job, not a product. This job can be summed up in 4 words: “Turn miles into money.”

The value proposition is simple and effective. It tells you straight up that you can make money driving people, and there’s no question of what Lyft’s goal is. And we imagine people with cars can be pulled in by this page’s promise.

Spotify

Spotify often comes up in lists of great value propositions, and for a good reason. Their landing page says it all in 3 words. What do they do? Music. Who is it for? Everyone. Basically, they are saying if you like music, Spotify is there to provide it all. And the value proposition obviously works, as Spotify is one of the top music streaming services. It’s incredible how three words can have such an effect.

How to write a value proposition?

It takes more than just coming up with a phrase to write an excellent value proposition. There is a bit of science in art. First, you should ask yourself some questions:

If you can’t answer these questions, your value proposition will probably not quite hit the mark. If your value proposition makes people go “what?”, you’re not on the right path, and it’s time to rethink what you are doing.

Compelling value propositions should meet these guidelines:

An effective value proposition shows what you have to offer that no other competitor has and how your service or product fulfills customer needs that no other business is able to fill. Even if what you sell isn’t quite unique, you can still come up with a compelling value proposition. Creativity is encouraged; something bland and lifeless will not yield any results.

Wrapping it up

To lift conversion rates and sales, you need to clearly communicate your value proposition on all the main entry pages: landing pages, product pages, or category pages. It’s easy to find good and bad value propositions once you are analyzing them critically. When coming up with your own, keep in mind these tips:

Value propositions can be more than just a phrase or a single sentence. But keep in mind that a long, drawn-out value proposition will probably fall through the cracks and make consumers move on to the next company or product.

How to Write a Meaningful Value Proposition (With Examples)

What is a value proposition? A value proposition is a declarative statement that explains why a customer should purchase your product or service. It clearly explains what differentiates you, or makes your offering “unique,” and why you are the best choice on the market.

Value is a word that has nearly lost its meaning. This five-letter word has been overused and abused by brands across every messaging statement, across every website page, across every sales email. The way we do business has changed and our messaging must change as well.

Brands that truly offer value to their customers — and communicate that value in a meaningful way — are the ones that will weather economic storms. Brands that demonstrate how they are uniquely positioned to meet buyer needs are the ones that will be noticed while their competitors are overlooked.

So now is the time to do something about your unique value proposition. That starts by understanding its definition, the necessary elements, and how other experts and brands are executing them in a meaningful way.

What is a value proposition?

A value proposition (VP) is a declarative statement that explains why a customer should purchase your product or service. The statement summarizes how you will deliver your brand promise and how your offering will deliver value to customers. It clearly explains what differentiates you, or makes your offering “unique,” and why you are the best choice on the market.

When developing your value proposition statement:

Get to the point and appeal to your customer’s most pressing needs. Show why your offering is stronger than the competition so they can make an easy purchasing decision. Be honest and forthright to instill trust in your brand, so your customer stays your customer long after the transaction. Serve, don’t sell.

The muse of your value proposition is your ideal customer (aka target audience). Which is why, when developing your messaging, “customer value proposition” is an important synonymous term to keep in mind. Why should your customer buy from you — not one of your competitors? Your value prop should answer that question concisely in the voice of your customer.

Of all of the messaging statements out there, value propositions have perhaps the most variations with synonymous terms.

What a value proposition is not

It’s common for content creators to use various messaging statements interchangeably because frankly, there is a whole mess of statements to keep up with. Additionally, content is subjective. Content marketers have various styles, approaches, and definitions of various brand statements.

Being that the goal of a value prop is to create content that customers effortlessly connect with, you don’t want to cause confusion. The most common messaging mix-ups are brand statements and mission statements. Let’s clarify some things by detailing out these messaging statements.

Value proposition vs. brand positioning statement

This is where the biggest mix-up occurs. If you squint your eyes just so, the words “proposition” and “position” look the same, even though they have completely different meanings. If someone uses “brand proposition” as a synonymous term for value proposition, then all hell breaks loose.

A brand positioning statement is a persuasive one-line statement that captures the reason the business exists and the legacy the brand wants to be remembered for. This internal-facing statement aligns your team around your brand’s purpose.

A value proposition focuses on your brand’s promise to deliver, rather than your brand’s purpose of existence. A positioning statement is created from the value proposition to bring in the deeper “why” or essence of your brand.

Value proposition vs. mission statement

Confusion happens between mission statements and value propositions, simply because the mission is a more prominent figure. A brand is much more likely to have an optimized mission statement… that they try to repurpose into other statements with different purposes.

A mission statement might appear on the about page of your website for all to see, but it is very much about the internal perception of the brand. Your mission defines what you do and it is the core of your business. A unique value proposition is about external perceptions and it clearly states why a customer should buy your product or service.

A value proposition can most certainly draw inspiration from your mission statement. In mere moments, we’ll explain and show how it can be an extension of your mission statement — and still maintain its structural integrity.

4 elements of a value proposition that instills trust

At this point in the game, you have leveraged content to drive awareness to your brand and nurture existing and future customers. Then a wee pandemic comes along and you don’t know where you stand anymore as a brand. Suddenly, trust and value play a more prominent role for all of us.

When making a big purchase, trust plays a major role for 92 percent of Americans, 89 percent of U.K. residents, and 95 percent of Canadians. Trust is perhaps another word we content marketers have exhausted as much as value. However, for customers to trust brands in today’s changing business environment, they must immediately recognize the value you offer.

It’s a good time to revisit your value proposition. Make sure you are staying relevant in uncertain times and presenting a solution that is responsive to your customer’s current needs.

Basic elements of a value proposition include the following:

Your unique value proposition needs to have meaning, otherwise, your customer will not connect with your brand or your offering. Without that connection, your customers will not have any foundation to build trust upon. Instead, they will turn toward someone else they feel they can trust, such as Competitors X, Y, or Z.

So… how do you write an effective value prop? Five experts in the branding and content marketing space shared their perspectives on what it takes to master the unique value proposition statement. Learn from tried-and-tested themes and templates they have developed — and see examples that bring more context to these strategies.

Value proposition examples: Extension of the core mission

A value proposition — done right — is an extension of your core mission, which shouldn’t change. For more than 20 years, our mission at Kinesis has been ‘Transformation.’

We help our clients transform their organizations, our employees to transform their careers, and our community to be a place of positive change. This one-word mission idea is the driving force in everything we do… think of it as our ‘why.’

Most folks don’t get this right, or they lean on clichés and platitudes, like ‘Integrity’ or ‘Excellence.’ However, once you get the mission right, then you can craft a meaningful value proposition that connects to your internal and external audiences — that’s your value proposition.

And, even better, when you know what your mission is, you can adapt and change your value proposition and business model to meet any new challenge. That’s especially important as we enter a time of certain uncertainty. — Shawn Busse, CEO/Founder, Kinesis

TOMS Shoes value proposition

When you’re buying apparel, it can feel pretty meaningless, right? Yet, TOMS Shoes turned purchasing shoes into a way to make progress. Using its One for One business model, for every pair of TOMS shoes purchased by a customer, the company provided a pair of shoes to a child in need.

Just last year, TOMS moved away from its one-for-one model to instead give a third of its net profits to the company’s giving fund. During COVID, the donations have been redirected to support organizations on the frontlines.

The name TOMS is short for Tomorrow’s Shoes. Improving lives and communities are the heart and soul of the TOMS mission statement. This company doesn’t just use their value proposition as an extension of their mission, they also extend their philanthropic nature into all aspects of the business. And, their customers get to be a part of that.

Value Proposition

Improve the lives of millions of people around the world while creating a for-profit sustainable business model, based on a fashionable product for aware consumers.

Value proposition examples: Short, punchy, and powerful

In my agency life and as a freelance writer, I’ve had to write a value prop for a client or two along the way. Whether for a website rewrite or a complete rebranding, it always comes down to one thing: Saying the most powerful thing possible in the fewest amount of words.”

In that vein, my No. 1 goal is to first identify what makes this client’s product or service most unique when held up against their competitors. Oftentimes, that means researching the competition to make sure I’m positioning this business in a way where they’ll stand out successfully — not just sound like the rest.

Once that element (or elements) is identified, keeping it short and sweet is always my next goal. Because if you can’t express what makes your client different in a short, punchy, and powerful way, then you’re missing the most important chance to connect with customers right from the start. —Gregg Rosenzweig, Writer/Creative Director, GR ink

Glo value proposition

Working out from home has suddenly become the new normal. Glo (formerly known as YogaGlo) launched in 2007, long before subscription-based online fitness classes were a thing.

Convenience and expertise are big perks for busy wellness enthusiasts. Glo subscribers take unlimited classes virtually for the cost of a single studio class. This has always been Glo’s differentiator in the wellness space, as their model makes yoga widely accessible. Throughout COVID, they have provided a selection of free classes as well.

Glo has an entire manifesto that incorporates its mission and vision statements…

…yet, Glo keeps its value proposition short, punchy, and powerful while demonstrating how their unique business model helps them stand out in the wellness market.

Value Proposition

Thousands of classes at our customers’ fingertips. World-class teachers. A subscription that costs less than one class a month. Anytime, anywhere…

Value proposition examples: Delivering with distinction

The purpose of a unique value proposition (UVP) is to clearly articulate a brand pillar that is defined during the brand development process.

In my first draft, I always start the sentence with ‘only’ and the brand name as a reminder the statement must be a claim of distinction in the market. After the first round of reviews with the client, I often edit that out because it’s implied. The rest of the sentence defines ‘what’ the brand delivers, ‘how’ that is unique in the market, and ‘why’ that matters to the customer.

A final statement might look like this: ‘The XYZ experience is crafted to delight our customers and their clients, creating lasting and profitable relationships.’

Finally, I always list current proof points that make the statement true today, along with future-looking ideas that will make the delivery of that promise even stronger down the road. A value proposition should always have room for growth as it drives decision-making in the company to consistently deliver a brand promise to the customer. — Grant Kimball, Certified Brand Strategist, Brand Incite

Alaska Airlines value proposition

Humor me for this next value proposition discussion, as we harken back to pre-COVID times when we all used to travel by plane. Flying is a royal pain in the ass, and we just want to safely get from Point A to Point B. It’s not common to hear people say they love an airline. But, I’ve said “I love Alaska” many, many times.

This is what makes Alaska so distinct — and what makes them stand out from other airline carriers. Passengers legitimately love this airline. People who fly on Alaska can actually agree with their tagline: “Fly Smart. Land Happy.” They are delivering on their brand promise to their customers.

Alaska Airlines focuses on being a socially responsible company that is all about quality and care. In the midst of the COVID pandemic, Alaska’s home page demonstrates their commitment to relationships in being “on the journey together.” They put their customers at ease with the second section of the page, which has a slideshow with safety and wellness features.

Value Proposition

Low fares, great service, and a range of cabin options are the foundation of our offering. The Alaska experience centers around building long-term relationships with our guests.

Value proposition examples: Voice the value

When a content marketing client asks me to write a value proposition statement for their website — perhaps on a landing page or a product page — I immediately review their branding documents. What tone should I take? Conversational and friendly, or business professional and straightforward?

Then I look to the company’s mission statement and product descriptions to discover their core values and the benefits of what they sell so I can highlight those in their value proposition statement. I strive for being relatable and concise to keep viewers on the page, intrigued and informed. — Angela Tague, Content Marketing Writer and Founder,
Web Writing Advice

Zoom value proposition

Raise your hand if you’ve been on a Zoom call this month. How about this week? Everything from birthday celebrations to live educational classes — along with a substantial uptick in virtual meetings and events — is now happening on Zoom.

“With any other solution, I spent a great deal of time trying to start the conference, let alone maintain it. Zoom has made the experience of collaborating with people as simple as clicking on a link and zipping right into the conversation.”

Zoom is on a mission to make video communications frictionless. The aforementioned testimonial by Dr. Joseph Morgan, Texas A&M University validates their platform’s ease of use.

As communication has shifted from in-person to digital environments, Zoom has become a huge value-add for people who want to stay connected and have some semblance of face-time during COVID. The “frictionless” value is clear, as people who have never used Zoom before are rapidly well-versed in the platform.

Value Proposition

Zoom helps businesses and organizations bring their teams together in a frictionless environment to get more done.

Value proposition template: Content mission statement

Lastly, I will leave all of you content marketers in good hands… with Andy Crestodina. Your content mission statement is a type of value proposition — one that is very often forgotten by busy content creators. Andy shares his thoughts and a useful value prop template…

How do you write an effective value proposition? This makes me think of a specific type of value proposition: the content mission statement.

The value prop for your content (also known as the content marketing mission statement) is an important foundation for content strategy. If you haven’t made yours yet, you can use this handy template…

Our company is where [audience X] finds [content Y] for [benefit Z].

It’s important partly because it keeps the marketer focused, but also because it can be repurposed into a killer call to action. Your email signup box is basically a simplified version of this. It uses the [content Y] and sometimes the [benefit Z]. The highest converting ‘email subscribe’ CTAs are just versions of the content value proposition. — Andy Crestodina, Co-Founder/Chief Marketing Officer, Orbit Media

Creating your value proposition

Albert Einstein’s words continue to be relevant a hundred years after his time: “Strive not to be a success, but rather to be of value.”

By striving for success, you fall into the brand camp that exhaustively weaves the word “value” into every possible opportunity — so that the word eventually loses its meaning. By focusing on being of value, you show value without needing to talk about it. Rather than having a value proposition that has no meaning, you have a meaningful statement instead.

Creating a value proposition statement is yet another creative chance to use the “show, don’t tell” approach to writing. String together words that create an immersive experience for your intended audience. When you allow your audience to be in the room, you establish credibility and connectivity… and invite them to stay and do business with you.