{"id":10756,"date":"2018-02-13T10:09:35","date_gmt":"2018-02-13T15:09:35","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=10756"},"modified":"2025-01-17T15:55:52","modified_gmt":"2025-01-17T15:55:52","slug":"value-proposition-what-is-it-how-it-works-and-why-you-should-pay-attention","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/value-proposition-what-is-it-how-it-works-and-why-you-should-pay-attention\/","title":{"rendered":"Value Proposition: What is It, How To Write One + Modern Day Examples (2023)"},"content":{"rendered":"Reading Time: <\/span> 17<\/span> minutes<\/span><\/span>\n

According to marketing giant Hubspot<\/em>, 64% of businesses have a value proposition that is established”<\/a>.<\/p>\n\n\n\n

If done correctly, a value proposition can give your business a huge advantage over your competitors. But, here\u2019s the problem:<\/p>\n\n\n\n

Very few businesses have an effective<\/strong> value proposition. As a matter of fact, recent studies<\/a> confirm: \u201conly 2.2% of companies have useful value propositions.\u201d<\/em><\/p>\n\n\n\n

This is a huge problem because an ineffective value proposition can make your ideal customers turn to your competitors simply because they don\u2019t immediately understand that you offer what they need.<\/p>\n\n\n\n

Furthermore, it\u2019s extremely challenging to distill your company\u2019s services down into one concise sentence. That\u2019s why in this article, we\u2019ll cover what you need to know to develop a highly effective value proposition.<\/p>\n\n\n\n\n\n\n\n

What is a Value Proposition?<\/h2>\n\n\n\n

\"\"<\/h2>\n\n\n\n

In its most basic form, a value proposition is a summary of how your product or service benefits your customers.<\/p>\n\n\n\n

Typically, it answers the question:<\/p>\n\n\n\n

<\/em>\u201cWhat do you do?\u201d<\/em><\/p>\n\n\n\n

Also, you can use value propositions in different parts of your overall marketing strategy<\/a>. However, many brands make it the focus of their website\u2019s home page.<\/p>\n\n\n\n

But beyond that, it presents the most compelling reasons why a prospective buyer should become a customer and highlights a benefit or feature that sets you apart from every other company in the market.<\/p>\n\n\n\n

What a clear value proposition looks like<\/b><\/h2>\n\n\n\n

An effective value proposition that gets the attention of site visitors and the job of convincing them to stay longer on your website and check out your product\/service is made up of 4 structures.<\/span><\/p>\n\n\n\n

1. The headline<\/b>: <\/span><\/h3>\n\n\n\n

This clear and bold statement says what your product is all about.<\/span><\/p>\n\n\n\n

Professional tip:<\/strong> always strive for clarity and not persuasiveness when writing your headline.<\/span><\/i><\/p>\n\n\n\n

2. The sub-headline<\/b>: <\/span><\/h3>\n\n\n\n

This doesn\u2019t have to be a sub-headline, it could be another sentence or two explaining further the benefits of your product.<\/span><\/p>\n\n\n\n

3. Bullet points<\/b>: <\/span><\/h3>\n\n\n\n

Here, you dive deep into what separates you from your competition. You don\u2019t want the content layout for your value proposition crowded, so two to three bullet points max.<\/span><\/p>\n\n\n\n

4. Visuals<\/b>: <\/span><\/h3>\n\n\n\n

Have a clear picture of your product, preferably in action or your ICP (ideal client profile). This way when they see the visual, they know this fits.<\/span><\/p>\n\n\n\n

Here\u2019s an example from <\/span>Trello<\/span><\/a>:<\/span><\/p>\n\n\n\n

\"Best<\/figure>\n\n\n\n
<\/div>\n\n\n\n

The numbers (1, 2, 3, and 4) show the different elements of their value proposition. Number 1 is their headline, two is their sub-headline, and three is a value proposition booster. What this does is it helps to remove any friction in the mind of potential customers. The one Trello uses is \u2018Signup – it\u2019s free. <\/span><\/p>\n\n\n\n

This way, the site visitor will rationalize it doesn\u2019t cost me anything to try them out and they could be sold into paid plans later down in the funnel.<\/span><\/p>\n\n\n\n

Element four is a cartoon image of team members collaborating. On the image, you see team members sharing information through their computers. This visual representation sends the message of collaboration to every site visitor who looks at it.<\/span><\/p>\n\n\n\n

Crafting effective value propositions may sound straightforward but the process can be challenging because they need to be distinct, concise and interesting. They also need to be user-centric, which means focusing on what users need as opposed to what you offer.<\/p>\n\n\n\n

As you write your value proposition, think about what you\u2019d want to say if you were sitting across the table from a prospect, having an informal conversation. Never try to impress a potential customer with a language they don\u2019t use. You\u2019ll lose their attention – and likely their business, too.<\/p>\n\n\n\n

And you know what else?<\/p>\n\n\n\n

A value proposition is not:<\/h3>\n\n\n\n