Having a digital marketing strategy without a value proposition statement is like starting a company without giving it a name. Your value proposition (like your name) is a powerful part of your brand’s identity and, in many cases, the first bit of information your target audience will use to form a first impression.
A value proposition is a concise statement that answers the one question all customers ask before doing business with a brand—Why should I pick you?
The key to answering this question effectively and creating the right first impression is to be quick, clever and deliberate with every word. To help inspire your creative process, here are several value proposition examples that got me to buy and why they worked so well.
Why it works: Maybe it’s the writer in me, but the obvious win is the play on the word “differently.” The meaning of the word “differently” is portrayed in the unconventional spelling and upheld by Aldi’s unique approach to groceries. Have you ever seen the puzzles where, letters are jumbled in a string of words, but your brain still understands how to read the sentence?
The odd spelling in this value prop is kind of like one of those puzzles and works brilliantly because it makes the viewer stop for a moment and process what’s on the page. This very reaction is what digital marketing is all about; getting audiences to stop and spend time on the message.
Why it works: Converse is a brand with a rich history. Their shoes were designed for basketball players in 1917, and redesigned in 1922 (upon the request of famous athlete, Chuck Taylor, hence the nickname “chucks”) to provide more support and flexibility on the court. Most people don’t know the backstory. They only see the iconic style donned by hipsters, athletes and celebrities alike. This value proposition works well because it alludes to a deeper history and gives audiences that wistful, nostalgic feeling we all love. If the sentiment was enough to pique the customer’s interest, a “learn more” button is front and center, just waiting to be clicked.
Why it works: We live in divisive times, but one thing has always connected all different types of people from all walks of life—music. Spotify’s value proposition is boldly inclusive and instantly creates a sense of safety and belonging, which fulfills two of our most desired basic human needs.
Any time a brand strikes an instinctual chord with audiences, the touchpoint becomes memorable and significant for them. But Spotify didn’t stop there; they upped the efficacy of this value statement by addressing what are likely their two most common objections: Will you have my favorite music? Yes, “millions of songs.” How much does this cost? It’s free! “No credit card needed.”
Why it works: Grammarly’s value proposition statement is short, concise, impactful and grammatically immaculate—just like the product promises for your writing. A value prop that embodies the product? That sounds like a winner to me! As an avid user of their software, I can attest—this brand doesn’t need bright colors or fancy graphics to prove just how great their product is; direct wording does the trick.
Why it works: Small business? Check! Accounting Software? Check! Painless billing? Double check! Freshbooks’ value proposition statement is as efficient as they come. The brand speaks directly to its target audience (small business owners), explains what the product is (accounting software), and highlights the biggest problem this product solves (painful billing processes)—all in just eight words. Throw in a compelling statistic, a couple buzzwords (like secure, fast and easy) and a next step to get started, and this value proposition is completely self-sustaining.
What do these value proposition examples prove? That you don’t need to be the next Peggy Olson to create a compelling teaser for your brand. Use strong language instead of excessive wording. Appeal to your target audience’s emotions or senses. Address objections head on. If the message speaks for itself—let it! And don’t be afraid to be eccentric; it may just be what helps you stand out in the crowd.
