6 Tips for Writing a Value Proposition

Marketing is about much more than solidifying your brand and drawing attention to your products and services. It’s also about defining your customers’ needs and challenges. By knowing what problems your customers are facing, you can create a product that serves as an effective solution.

Once you’ve created a problem-solving product, you’re already ahead of the game. The next step is to create a value proposition that promises real benefits and value to consumers. This statement also serves as a way to convince customers that your business is the best one to purchase from.

After you’ve looked at some of the best brand value proposition examples, be sure to follow these six tips to create a unique and effective proposal for your business. 

  1. Check out Your Competitors

Businesses use a value proposition as a way to stand out from their competitors. But before you can uniquely position your business, you have to know what your competition is offering and what their value proposition promises consumers.

While you don’t want to copy your competition’s value propositions, it’s worth it to get a good idea of what others in your industry are saying and how they’re communicating with consumers.

Take some time to study your competitor’s propositions. Figure out what you can offer that’s different. Find a unique and fun way to talk about your product’s benefits and value. Don’t be afraid to tap into the emotional side of things!

From there, you can tailor yours in a way that beats theirs.

  1. Get to Know Your Target Audience

Before you start to craft your value proposition, one of the first things you’ll want to do is to get to know your audience. Figure out what they like, how they talk, and what difficulties they’re seeking solutions to.

It’s important that you create a statement that’s tailored to your existing customers. Because you already know what these people like, what they value, and how they talk, you can create a value proposition that is geared specifically for them.

By really getting to know your target audience, you can figure out what motivates them, what kind of challenges they face. In turn, you can craft a proposition that is relatable and understandable.

You’ll also be able to create something that resonates with them and encourages them to take the next step.

  1. Focus on Value

As the name would imply, a value proposition exists to explain the value of your product. Consumers may already know what you offer and how your product works, but they probably don’t know how your product benefits them or why they should purchase from you versus a competitor.

This is your chance to explain all of the goodness that your product offers. Use this statement as a way to show that your product solves a certain problem or makes daily life easier or more convenient.

  1. Keep it Clear & Concise

A value proposition shouldn’t include more than a few sentences and maybe a bulleted list. You don’t want your proposition to turn into paragraphs and paragraphs of words. When writing it, try to keep it as concise as possible without losing meaning or omitting important information.

It’s also just as important to write a value proposition that’s easy to understand by your target audience. This means avoiding:

  • Long-winded sentences
  • Highly technical words
  • Industry jargon
  • Sounding overly advertise-y

Instead, use words and phrases that resonate with your customers. Look at how people describe your product or business and use those in your value proposition. This makes the statement much more relatable and understandable for the everyday person.

  1. Figure Out What Makes Your Product Unique

It’s more likely than not that competitors offer very similar products, which means that you’ll need to figure out what makes yours unique. Is it 100% organic? Does it offer a feature that competing products don’t? Is it an upgrade to an existing product?

Highlight what makes your product unique. Focus on the new or advanced features that you offer that competitors don’t. Give yourself an edge and customers are more likely to bite.

  1. Be Truthful

A value proposition is a promise to your customers that your product offers a certain benefit or solves a specific problem. The statement also explains why your company is the best option to purchase said product.

Because you’re making a clear-cut promise to customers (the people who keep your business afloat), it’s critical that everything in your proposition is true and can be defended if needed. Articulate the benefits of your product, but don’t talk it up so much that you start to introduce incorrect and unverifiable information.

As mom always said, honesty is the best policy, especially in the business world!


Writing a value proposition isn’t something to do on a whim. This statement will have a huge impact on customer loyalty, leads, conversions, and sales. Be sure to use these six tips to craft a statement that is meaningful and sets your business apart from the rest.

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