20 Compelling Value Propositions and Why They Work

Providing your customers with a reason to buy your products seems quite obvious. The challenge lies in clearly formulating what benefit your product or service provides them and expressing why it provides more value than similar offerings. As such, a value proposition is probably the most important element of your marketing messaging. And that’s why creating a truly successful headline is crucial. Yet, according to HubSpot only 64% of businesses have established value propositions. Now, we’d like to share some great examples on how to create a value proposition that is to-the-point and appeals to a customer's strongest decision-making drivers.?

What Is a Value Proposition?

A company’s value proposition summarizes why the customer should choose that company, why they should buy from them. It describes the reason the company’s product is great, what makes it attractive and how it differentiates them from competitors. Essentially, it is a written promise of what your brand will deliver, explaining why people should do business with you. A value proposition explains who you are as a company, what you stand for, the benefits you can offer, and what makes you unique.?

What Makes a Good Value Proposition?

A good value proposition should communicate the specific benefits that your customers will get. It should also provide a solution to customers’ problems or pain points and describe how the product will improve their lives. It should also communicate your company’s USPs or differentiators. To surely attract your future customers' attention the most visible place for your value proposition is your home page and, if you’d like, your product pages.

Creating the perfect value proposition helps you increase your conversion rate.

??A good value proposition:

1. Is memorable, tangible, and easy to understand.
2. Provides a solution to specific pain points.
3. Differentiates your company.

How to Create a Successful Value Proposition

In order to create a successful value proposition, know your customer and use their voice. Interview them to learn how they describe your brand and what motivated them to choose you. Consider what your customers want, their motivations and desires. Examine their pain points, how severe they are, how frequently they occur. Then, list all of your product’s features and think through which ones help your customers get what they want. Assess which of your product's unique benefits will help buyers eliminate these pain points or achieve their desired outcome or result.??

In the case of new or niche products, customers might not even be aware of the problem. In that case, you need to let them know what desires your product helps them achieve. In this case there’s no need to differentiate yourself from your competitors — just focus on the solution you provide. However, for products that are more established in the market, the level of customer awareness will be higher. People already know about the problem, and they are comparing solutions. You “only” have to explain why they should want your product specifically, so you need to put emphasis on differentiating yourself.

Once you have an established product and well-defined values, you can reward your most loyal customers using the framework of a loyalty program and develop brand messaging that resonates more with your customers' values. For a 360-degree view of the loyalty market, download our Customer Loyalty Reports.

This is just the first half of the article. For impressive value proposition examples, visit our blog.