Key Tips On Writing A Great Value Proposition


When it comes to running an online business, getting your target audience’s interests and attracting them to find out more about your products or services are crucial for your company’s success. You can achieve this by creating a successful proposition.

Primarily, a value proposition refers to a compelling description stating the main benefit your consumers can get when doing business with you. It has become one of the elements found on web pages and online advertisements; it has the purpose of enticing potential customers to buy your offerings. In other words, it’s the value you promise your consumers by summarizing why they should buy your products or avail your services.

Thus, if you consider writing your company’s unique value proposition, below are some tips you should consider from the get-go:

Get Familiar With The Components

Before anything else, it’s important to know what the value proposition consists of. In doing so, you can make the writing process less confusing and tedious. Generally, a value proposition comes with the following components:

  • Headline – This component should be an attention-grabber. It’s one short sentence that states the end-benefit of what you’re offering.
  • Sub-Headline – This part of the value proposition is composed of a two- or three-sentence paragraph explaining what your products or services are, as well as for whom and why they’re useful.
  • Three Bullet Points – This contains a brief list of the key benefits or features of what you’re offering.
  • Visual – This is the image component of your value proposition. Since images can convey messages faster than words, it’s best to display the product image or any image that supports your primary message.

As you can see, writing a great value proposition means following a certain formula. Thus, if you need help in mastering this process, check out some examples from reliable resources online.

Revisit Your Brand Heart

When writing a great value proposition, it’s essential to be articulate in conveying what you want to say to your consumers. You should have a strong brand heart so you can be able to communicate clearly and effectively.

In doing so, you need to identify who you are and the reason why you’re doing the business. You can do this by documenting the following:

  • Purpose – You should know the primary reason why your business exists in the market today.
  • Vision – You should determine the kind of future you want to create with imagination and wisdom.
  • Mission – You should figure out what you are here to do or how you can create your company’s future.
  • Values – You should know what principles will guide your business’s behaviors.

By outlining these factors, you can write your value proposition with clarity and a stronger brand heart and identity.

Get To Know Your Personas

One of the essential considerations to make when creating a value proposition has to do with personas. Generally, your value proposition should be addressed to the people you want to do business with. In short, it’s not written for you, but your target consumers.

Hence, find time to know your personas before writing your value proposition. By doing this, you’re able to identify the demographic and psychographic information of these people, giving you a better insight into who they are and how you can communicate with them clearly. Once you determine your personas, you can start working on your value proposition and make it more impactful.

Identify One Problem

When writing a value proposition, you should only tackle one issue in a specific way. This problem is something that has been troubling your customers for a long time, but is worth solving. This should be the focus of your value proposition’s promises to ensure that you can convey your message to your customers effectively and make them trust your brand.

Combine And Refine Your Benefits

After knowing your personas, the next step in the writing process is to combine and refine the potential benefits of your products or services. Use the information you’ve gathered to brainstorm all the benefits you can think of to come up with a compelling value proposition. These can include:

  • Emotional Benefits – These benefits are those that “eliminate confusion” and “save time”, among many others.
  • Functional Benefits – These benefits have to do with your products or services being “easy-to-use” and “automated”, among many others.

Once you create a master list of all the benefits you can think of, start condensing and trimming down the best benefits you can include in your value proposition. That way, you can make your company unique and give your prospective customers an obvious reason as to why they should choose your business.

Bottom Line

There are many reasons why a value proposition is important. It plays an integral role in making your business a great success because it can differentiate your company from the rest of your competition.

Therefore, if you’re planning to write a value proposition, keep these tips in mind to ensure an appealing description of how functional and strong your brand, products, or services are in the market.

Jessica Hernandez is a full-time writer who tackles topics on business. When not too occupied with work, Jessica likes to read and spend time at home.

Key Tips On Writing A Great Value Proposition

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