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3 Good Value Proposition Examples and How to Create Your Own

By Casey NewmanMar 6 /2018

You know why your company is great, but do your potential customers know what sets your brand apart?

A good value proposition can give you an advantage over your competitors and is often what your prospects use to evaluate you. And for many consumers, your value proposition is the first thing they encounter when exploring your brand. So, having a clear, concise value proposition is more important than ever. (Consider this: You’ve got less than a minute to capture a site visitor’s attention.)

In this post, we’ll explore what a value proposition is, common mistakes people make when creating one, and some examples of great ones to inspire you.

What is a Value Proposition?

A value proposition is a statement that answers the ‘why’ someone should do business with you. It should convince a potential customer why your service or product will be of more value to them than similar offerings from your competition.

A good value proposition will:

  • Be concise and easy to understand
  • Define what you do
  • Make it easy for someone to find you in an online search
  • Explain how your product resolves a pain point for your potential customer
  • Be displayed prominently on your website and/or your consumer touch points
  • Answer the question: “If I am your ideal customer, why should I buy from you instead of any of your competitors?”

That seems like a lot to fit into a concise statement, doesn’t it? So it should come as no surprise that creating a good value proposition is a struggle for most marketers. Marketing experiments.com surveyed marketers and found that many struggle with value propositions because either:

  • Their company hasn’t identified one
  • Their company doesn’t clearly express it
  • Their company isn’t testing or measuring its value proposition

 

3 Good Value Proposition Examples

Shopify

Shopify’s value proposition lets you know it can handle all of your ecommerce needs no matter where you sell from.

good value propositionWhy it works: Whether you’re an established business or sell crocheted dog sweaters from a pop-up shop during the holidays, Shopify uses simple language to communicate its benefits to a variety of sellers.

A little further down the page, Shopify reinforces its key benefits by further explaining what it can do.

good value proposition benefits

TrackMaven

When it comes to marketing software offerings, it can be difficult to concisely communicate your competitive advantage when the majority of your competitors offer the same services.

Screen Shot 2018-02-12 at 11.34.11 AM

Why it works: TrackMaven concisely speaks to a marketer’s pain point — proving ROI. It clearly communicates that it understands you’re probably overwhelmed trying to prove ROI, and its solution makes it easy for you to do so. 

Zoom Video and Web Conferencing

As soon as you visit video and web conferencing service Zoom’s site, you’re greeted by a reason why you should choose its services — it’s rated the No. 1 video conferencing and web conferencing service by Gartner.

good value proposition

Why it works: Social proof. Scroll down a little bit more, and the company answers the ‘why’ you should choose them by providing five benefits unique to the company. Not only that, it speaks to some pain points businesses that need video conferencing may experience: inconsistent experiences, difficult platforms and hidden pricing.

Screen Shot 2018-02-12 at 1.45.30 PMCommon Mistakes that Happen When Creating Good Value Propositions

Good value propositions can be as elusive as a unicorn, but that doesn’t mean they can’t be found (or in this case, created.) But as you read earlier, most marketers struggle with putting a good value proposition together. Here are a few common mistakes that can get in the way of creating good value propositions.

Not Having Proof

Of course you love your product, of course you think what you’ve got is the best ever, but should you say that? No. If your value proposition declares that you have “the most easy-to-use marketing automation platform” on the market, you’ve got to back that up.

Take Zoom video conferencing, for example. Its claim that it is the “#1 video conferencing and web conferencing service” is backed up by a Gartner analysis. But you don’t have to have a study by a leading IT research and advisory firm to back up your claims. Case studies and customer testimonials can also give you the proof you need.

These customer testimonials from Basecamp help drive home its selling point that it makes businesses more efficient.

good value proposition proofNot Being Clear

We’ve all been there. Having visited a site or read about a product and being left with the question: “But why should I care?” It’s easy to see why people should buy your product or services when they’re your product or services, but for everyone else, you need to clearly communicate exactly what sets you apart.

If your site or value proposition doesn’t clearly and quickly communicate your selling points and why someone should should become a customer, your potential customers are going to find a company that does, and you’ll see that in your site’s bounce rates.

Not Testing

Believe it or not, A/B testing can also be helpful when crafting a compelling value proposition. See what kinds of terms perform best by A/B testing conversions on your site. You can also find which language resonates with your potential customers by using PPC ads, according to Marketingexperiments.com.

In its example, the company uses PPC ads for an ISO test company. Each ad contains a different set of keywords. Then, based on the clickthrough rates of each ad, you can determine which value proposition resonates best with your potential customers.

A good value proposition can be the difference between your next customer or another bounce statistic. Creating a compelling value proposition doesn’t have to be overwhelming. Clearly communicating what makes you unique (without being too clever) with proof and testing can help you stand apart from your competition.

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Casey Newman
The Author

Casey Newman

A love for writing and her natural curiosity ultimately led Casey to careers in journalism and public relations. Today Casey puts her passion for content to work telling your brand’s story and helping you create the perfect strategy.
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