How to Write a Value Proposition (+ Examples)

What Is a Value Proposition?


A worth proposition is simply a connection that details wherefore customers should bargain your merchandise oregon service.

In a condemnation oregon two, it conveys:

• Your brand’s cardinal features and benefits 
• How you disagree from competitors 
• How you’ll lick customers’ problems

It’s similar saying “Here’s what our institution does and wherefore we’re cleanable for you.”

Here’s a worth proposition for Semrush:

Get measurable results from online marketing. Do SEO, contented marketing, rival research, PPC and societal media selling from conscionable 1 platform.

We explicate what our people customers summation from utilizing our platform. And however we basal retired from akin options (all-in-one platform). 

That’s communicating value. 

You’ll spot worth propositions connected websites and successful ads. But companies besides usage them to make accordant messaging internally. And for capitalist pitches. 

Value propositions disagree from ngo statements (longer statements thatdefine a company's goals) and slogans (catchy phrases that seizure the tone of the brand). 

Use the Value Proposition penning instrumentality successful our AI Writing Assistant to seizure your brand’s worth successful seconds. 

Why Is It Important to Have a Value Proposition?


If radical don’t cognize what your merchandise oregon work tin bash for them, they won’t bargain it. 

Your marque could beryllium the champion successful the market. But if you don’t pass its value, it whitethorn arsenic good not exist.

A unique worth proposition straight connects your offering to your people customers’ needs.So your connection genuinely resonates. 

It helps you: 

• Attract the close benignant of customers who are acceptable to purchase
• Connect with your assemblage to physique semipermanent loyalty
• Guide your marketing, sales, and merchandise development 

In short, your worth proposition is the instauration of your full marketing plan.

Elements of a Value Proposition


Value propositions typically incorporate 3 components:

• Headline: Your halfway connection that conveys the worth you offer. It should beryllium attention-grabbing but accurate.
• Subheadline: Additional discourse that clarifies your offering, provides secondary details, oregon an further message
• Visual: An image, graphic, oregon video that reinforces the worth proposition and makes it much engaging

Value propositions travel successful antithetic forms depending connected however they’re being used. What you spot connected a landing page whitethorn disagree from a pitch deck.

But the supra elements stay the instauration of crafting a bully one. 

How to Create a Strong Value Proposition


To constitute a compelling worth proposition, you indispensable thoroughly cognize some your marque and audience. 

With that information, you tin trade a beardown worth proposition successful seconds with our AI Writing Assistant.

If you’re inactive learning astir your assemblage and identifying your unique selling points, proceed reading. 

1. Identify Your Target Audience

Your target audience is your perfect client. 

For example, an ecommerce store is trying to merchantability machine backpacks. 

Its perfect lawsuit could beryllium young professionals who prioritize tech-friendly features similar padded laptop compartments and instrumentality charging ports. 

Or older clients, who spot much worth connected ergonomic touches similar padded enarthrosis straps. 

Or adjacent higher-income individuals who whitethorn privation marque prestige and cutting-edge materials. Lower-income individuals are apt looking for durability and versatility.

By analyzing your imaginable clients’ needs, symptom points, and preferences, you tin make a connection that genuinely speaks to them. And persuades them to purchase. 

Conduct important audience research by analyzing your competitors’ audiences. Semrush’s One2Target instrumentality makes this measurement casual and efficient.

To start, prime your determination and participate up to 5 of your competitors’ domains. Click “Analyze.” 

Under Demographics, you’ll spot a rival assemblage breakdown by age, sex, and location. Plus, the fig of visitors to their site.

Socioeconomics details household size, income level, and employment status.

For deeper insights, spell to Behavior to spot assemblage interests and preferred societal media channels. Or Audience Overlap to spot different websites they visit.

Use these insights to recognize who your customers are and what they privation successful a merchandise oregon work similar yours.

2. Analyze What You Offer

Start by listing each the cardinal benefits of your offering. Then, see the things your institution does good for its customers.

For example:

• What features bash you connection that are unsocial successful the market?
• What innovative exertion person you leveraged? 
• How casual is it for customers to buy?
• What makes customers consciousness astir satisfied with their purchase?
• What affirmative experiences person you created for your customers?
• How does your pricing comparison to competitors?
• What ethical oregon sustainability practices bash you follow? 
• How person you built a assemblage astir your brand?

You whitethorn beryllium amazed to larn what customers genuinely admit astir you. 

Head to Semrush's Brand Monitoring instrumentality to reappraisal lawsuit feedback and spot however you’re perceived successful the market.

This instrumentality allows you to way marque mentions crossed the web and societal media platforms.

Click “Get Started.” Then, prime what you’d similar to monitor. For example, to spot however fashionable your marque is and what radical deliberation astir it, prime “Brand.”

Enter your marque sanction and whether you privation to person email notifications for caller mentions. Additional drop-downs connection precocious hunt filters. When you’re done, click “Create query.” 

Shortly, you’ll spot a study overview. Under “Analytics,” reappraisal full mentions and wherever they’re from. Below that, sentiment toward your brand.

For deeper insights, toggle to “Mentions.”You’ll spot a database of times you’ve travel up that tin beryllium sorted by language, location, sentiment, oregon keywords. 

Leverage these insights by looking for mentions with affirmative sentiment. And usage them to reply the supra questions. 

3. Connect Benefits to Customers’ Needs with a Value Proposition Template

You identified your customers’ main problems. And recovered what makes your marque special.

Now, enactment them together. 

Using our commuter backpack example. Perhaps you discovered that your assemblage is chiefly young municipality professionals who admit tech-friendly features.

And you saw that existing customers spoke highly of the backpack’s layout. Such arsenic however they tin entree the laptop from either the apical oregon the broadside of the bag.

This is simply a cardinal portion of your value.

But however bash you marque the transportation successful a mode that speaks to people?

Try utilizing 1 of the beneath templates to get started. 

Geoffrey Moore’s Value Positioning Statement

First introduced successful his book, Crossing the Chasm, Geoffrey Moore’s Value Positioning Statement has been utilized by galore Fortune 500 Companies. 

For [target customer] who [problem they request solved], [your merchandise oregon service] is simply a [product category] that [explain the main benefit]

Using our illustration brand:

For metropolis dwellers who request a stylish mode to transportation their tech essentials, ABCPack is simply a cutting-edge regular transportation strategy with a multi-access laptop compartment and integrated RFID-blocking pockets.

Steve Blank’s XYZ Statement

For thing shorter, effort entrepreneur Steve Blank’s formula. Tech startups often usage a format akin to this. 

It’s simply:

We assistance X bash Y by doing Z.

For example:

We assistance municipality commuters enactment organized and connected by providing tech-friendly backpacks with precocious retention and information features. 

Value Proposition Canvas

The Value Proposition Canvas is simply a elaborate model that’s often taught successful concern programs.

Using the illustration below, representation your lawsuit needs and symptom points by connecting them to your merchandise oregon services.

The canvas is divided into 2 main sections: the lawsuit illustration and the worth map. 

Start by completing the Customer profile: 

• Jobs: Tasks customers privation to complete, feelings they privation to experience, oregon affectional responses from others they privation to elicit
• Pains: Obstacles, anxieties, and frustrations they acquisition completing the job
• Gains: Positive outcomes from completing the job, specified arsenic results oregon aspirations 

Then capable successful the Value Map: 

• Products and services: Products oregon services that you offer
• Pain relievers: How they trim oregon hole the pains customers have
• Gain creators: Ways they nutrient the outcomes that customers want

Match the solutions connected the Value Map to the problems connected the Customer Profile. Now you person the ground for your worth proposition statement.

Like this:

4. Write Your Value Proposition 

Tone, connection choice, and syntax are each arsenic important for worth proposition writing.

Here are immoderate tips for nailing it:

• Make definite your worth proposition tin beryllium work and understood successful 5 seconds
• Use elemental language 
• Use progressive voice 
• Use words similar “you” and your” for personalization 
• Use a accordant tone
• Avoid hype and superlatives (“best ever!”)
• Avoid jargon
• Avoid clichés

Get a caput commencement utilizing Semrush's AI Writing Assistant, which uses the latest AI exertion to make a worth proposition successful seconds based connected your inputs.

Go to All Tools and benignant successful “value proposition.” (There are 70-plus tools to take from.)

Open the instrumentality and usage the merchandise and assemblage accusation you’ve gathered to input your preferences. 

For the merchandise description, item matters. So the AI tin present a customized output. 

Then, click “Generate.” 

Copy the results and edit them to your specifications. Or usage it close retired of the box.

The instrumentality tin besides make societal media posts, emails, advertisement copy, and a batch more.

5. Test Your Value Proposition 

To spot if your worth resonates with your people audience, A/B trial it.

Create 2 antithetic versions and contiguous each mentation to a conception of your audience.

Using channels similar your:

• Homepage
• Product pages
• Email campaigns 
• Paid advertisement copy
• Social media posts 

Look astatine metrics similar engagement, conversion rates, and feedback. To spot which performs better.

Then, refine your worth proposition based connected these insights. Repeat the process until you find the astir effectual version.

6 Value Proposition Examples to Learn From

A company’s nonstop worth proposition is often portion of its interior documents and not shared with the public. But a mentation of it commonly appears connected website homepages.

Here are immoderate examples and what you tin larn from them.

1. Netflix

Netflix successfully distills the main payment of streaming: to ticker arsenic galore movies and TV shows arsenic you want, immoderate time. 

This worth proposition besides preemptively addresses customers’ concerns astir getting locked into contracts by promising them flexibility. If you recognize the roadblocks your customers brushwood connected their acquisition journey, you tin flooded them close from the start. 

2. Dropbox 

Dropbox leverages societal impervious successful its worth proposition to physique spot with users. To reassure customers that it's a reliable and unafraid enactment for storing their backstage files. 

If you person almighty stats to backmost up your worth proposition, see them.

3. ClickUp

ClickUp presents itself arsenic a unified solution to entreaty to users frustrated with having antithetic task absorption apps for antithetic tasks. It besides appeals to its tech-savvy assemblage with a pop-culture notation headline. 

4. Starling Bank

Fintech institution Starling Bank focuses connected personalization and accolades successful its worth proposition. The committedness of a bespoke acquisition sets it isolated from established institutions. Awards springiness it credibility successful an manufacture reliant connected user trust.

5. Blueland

Blueland showcases however it simplifies the situation of being much eco-friendly astatine home. You should debar utilizing hyperbole successful your worth proposition—but present the usage of “revolutionary” fits contextually to item however the brand’s products are much innovative than competitors. 

 5. Bokksu

Snackbox subscription work Bokksu emphasizes authenticity successful its worth proposition, a cardinal desired result by consumers looking to acquisition different civilization done nutrient without the added outgo of travel. It besides includes tangible metrics: monthly deliveries and escaped shipping. 

Gain Access to New Strategic Insights

An effectual concern understands its audience’s problems and delivers a circumstantial solution for them. Semrush tools assistance you recognize lawsuit needs, preferences, and emerging trends.

• One2Target: Learn astir the demographics and socioeconomic presumption of your people customers truthful you cognize what volition resonate with them
• Brand Monitoring: Track wherever you’re mentioned online to spot what radical are truly saying, and what features basal retired to them
• AI Writing Assistant: Write an effectual worth proposition straight done our dedicated app

Use them to make your worth proposition statement. Or sign up for a escaped trial of Semrush to research the full scope of tools and trade your full selling strategy.