How to Write a Value Proposition
- Identify all the benefits your product offers.
- Describe what makes these benefits valuable.
- Identify your customer’s main problem.
- Connect this value to your buyer’s problem.
- Differentiate yourself as the preferred provider of this value.
Your value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor.
It’s also one of the most important conversion factors (learn all about conversion best practices with this free guide). A great value proposition could be the difference between losing a sale — and closing it.
So how do you actually write a value proposition that’s strong enough to lift conversion rates and sales? Below is a simple definition of a value proposition, what a value prop isn’t, and how customer value propositions differ from employee value propositions.
Then, at the bottom of this article, check out an infographic from QuickSprout, which illustrates what a great value proposition looks like and the top tactics you should keep in mind when creating it.
What Is a Value Proposition?
A value proposition isn’t just the product or service you agree to deliver to the customer — it’s the ingredient of your business that solves a problem competitors can’t.
Your value proposition is your unique identifier. Without it, people don’t have a reason to work with you over somebody else.
While your value prop should help differentiate you from the rest of the industry, keep in mind it’s not a slogan, tagline, or even a way to position yourself in the market. Those types of copy are important accessories to your brand, but your potential customers and employees don’t choose one business over the other based on a high-level mission statement.
Your value proposition goes deep into the problems you want to solve for people, and what makes you the right one for the job.
Customer Value Proposition vs. Employee Value Proposition
Although customers are your bottom line, you also need to attract staff that can help you deliver on your value proposition. This is where employee value propositions come into play.
Employee value propositions are written for the candidates you want to work for you. They touch on the internal company values that specifically benefit the people who work there. Here are some key differences between the customer value prop (CVP) and the employee value prop (EVP).
- CVPs describe a solution to a customer’s problem. EVPs describe a reward for an employee’s talents.
- CVPs explain why someone should buy from you. EVPs explain why someone should work with you.
- CVPs are about you serving the customer. EVPs are about you and the employee serving each other.
Now, compliments of QuickSprout, take a look at how great value propositions help a company grow.
Want more tips on company branding? Read 10 Cliché Marketing Taglines We Should All Stop Using.