Value Proposition

Your Value Proposition is a statement that summarizes why your target audience should buy from you.  It should communicate an easy-to-understand statement of who you are, the problem in the market you solve, the benefits of using your product or service, and why you are better than the market alternatives.  

Your Value Proposition should quickly describe what you do and how you are different. It may be used for instance as the main headline on your website, or on printed marketing materials, often alongside a strong visual.  It is intended to capture someone's attention and instantly describe the benefits of using your product or service to potential customers. It should not be written in jargon or marketing and sales speak, but it should be written in a plain and clear way that is easy to understand. 

Although there is no 'correct' way of writing a value proposition it is generally accepted that this is the best approach: 

  • Headline - An attention-grabbing sentence that states the end benefits to your customers. 

  • Sub-headline or a 2-3 sentence paragraph - A specific explanation of what you do/offer, for whom and why it is useful. 

  • 3 bullet points. List the key benefits or features of your product or service. 

If you have already read the previous articles on Defining Your Product and Service, The Market Need and Competitor Differentiation within this topic you can now go onto gathering the following information which will help you write your Value Proposition: 

  • A short description of what you sell 

  • 3 unique features of your product or service 

  • 3 benefits to your customers of using your product or service 

  • The market need 

  • The problem that you solve

  •  A comparison with competitor solutions 

  • What product or service is your company selling?

  • What is the end-benefit of using it? 

  • Who is your target customer for this product or service? 

  • What makes your offering unique and different? 


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