A value proposition is a valuable part of any business strategy. And it isn’t something that is developed overnight. It takes time and commitment to create a value proposition that resonates with your audience.

What is a value proposition?

A value proposition is defined as an innovation, service or feature that is intended to make a product or company attractive to consumers. In other words, it is a promise of value to be delivered or communicated to your customers.

Developing a value proposition is based on a number of things. Always review all of the analysis including benefits, costs and value that organization can deliver to prospective and existing customers. You may find this equation helpful:

Value = Benefits – Cost*

*This includes economic risk


Why is a value proposition important?

Often times, a value proposition is the #1 thing that determines if consumers will continue to learn more and be interested in your product. It should always be the first thing presented to your visitors. The better the value proposition, the more benefits you will see, especially if you are part of a more lesser known company

What makes up a good value proposition?

Remember, a value proposition is not a slogan or catch phrase. It is aimed to improve the lifetime value of your customer. A suggested format to follow for your value proposition:

  • Headline: Short, attention-grabbing sentence
  • Sub headline: 2-3 sentences explaining what you offer and why you are useful
  • Bullet points: A list of benefits that sets you apart from your competitors
  • Visual: Follow-up your value proposition with an image to help show your product or service

A value proposition should be readable and consist of the right language targeted to your audience. A clear statement explaining how to solve a problem or how you are a relevant to a situation will spark the interest of your potential and existing customers.


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