Write Your Winning Value Proposition

A value proposition is a short statement which explains what a customer gains from your product or service and how you are unique. It should speak directly to your target audience and give your entire marketing campaign cohesion and focus.

Make sure you can answer these questions to start the process:

  • Who are our customers?

  • What do we do best?

  • How are we different from our competitors?

Make It Resonate

A powerful value proposition is aimed directly at your target customers. It uses language that appeals to them and explains the benefits of your product. This example from Skype says:

"Wherever you are, wherever they are, Skype keeps you together"

This statement clearly tells people seeking to keep in contact with friends and family why Skype plays a critical role in their lives.

Show Your Uniqueness

Emphasise your company’s unique strengths rather than trying to claim that you have the best price, quality and service. For example, if your company has built its reputation on after-sales service and honesty, hone in on those two points.

University of the People differentiates itself with this opening:

"University of the People is the world's first non-profit, tuition- free, accredited online university"

UoPeople immediately demonstrates why it is unlike other online universities. This final sentence provides evidence to back up its claims:

"With the support of academic leadership from top universities and having admitted more than 2,000 students from over 170 countries to date, UoPeople is well on its way to becoming a leader in global - higher education."

Include compelling data to reinforce your strengths.

Keep It Succinct

Your value proposition will be longer than a single sentence, but should remain brief. Wording needs to be precise with key points highlighted or bulleted.

Aim to have them absorb the text in less than ten seconds.

The Final Test

A strong value proposition:

  • focuses on your target customer

  • explains the solutions you offer

  • differentiates you from others

  • remains precise and concise.

Follow these steps to a winning value proposition and your target customers will follow.

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David Inches

Marketing Consultant


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