How to Write a Value Proposition
Your value proposition is a clear statement that explains why customers should choose you over competitors. Learn how to write one that converts.
Your value proposition is the foundation of your marketing. It's a clear statement that explains why customers should choose you over competitors. A strong value proposition answers three questions: What do you offer? Who is it for? Why should they care?
This guide is part of our Market Positioning series. We'll walk you through writing a value proposition that clearly communicates your unique value and converts visitors into customers.
What Is a Value Proposition?
A value proposition is a clear statement that explains the unique value you provide to customers. It's not a tagline or slogan—it's a specific promise of the value customers will receive. A strong value proposition includes:
Target Customer
Who is this value proposition for?
Problem/Need
What problem are you solving?
Solution
What do you offer?
Key Benefit
What's the primary benefit?
Differentiator
What makes you unique?
Why Value Propositions Matter
- Clarify Your Message: Helps you communicate clearly what you offer and why it matters.
- Increase Conversions: When customers understand your value, more of them buy.
- Guide Marketing: Your value prop informs all marketing decisions and messaging.
- Differentiate You: Makes it clear why customers should choose you over competitors.
How to Write Your Value Proposition
Start with Your Customer
Focus on their needs, not your features. What problem do they have? What do they want to achieve?
Action: Write down 5 problems your ideal customer faces. Which one is most painful?
Be Specific
Vague value props are forgettable. "Save time" is weak. "Save 10 hours per week" is specific and compelling.
Action: Replace vague benefits with specific numbers, timeframes, or outcomes.
Highlight Uniqueness
What can only you offer? What makes you different from competitors?
Action: List 3 things only you can do. Which one matters most to your ideal customer?
Use Simple Language
Avoid jargon. A 10-year-old should understand your value proposition.
Action: Read your value prop to someone outside your industry. Can they understand it?
Test and Refine
A/B test different versions. See what resonates with your audience.
Action: Create 3 versions. Test them with customers. Use the one that converts best.
Value Proposition Template
For [target customer] who [has this need/problem], [our product/service] is a [category] that [key benefit].
Unlike [competitors], we [unique differentiator].
Fill in each section with specific details. Be concrete, not vague. Test multiple versions to see what resonates.
Real-World Value Proposition Examples
Slack
"Where work happens. Slack brings the team together, keeps you organized, and makes work more productive."
Why it works: Clear benefit (productivity), specific use case (team collaboration), simple language
Dollar Shave Club
"Great shave. Great price. Delivered. No commitment. No fees. No BS."
Why it works: Direct, no-nonsense, addresses pain points (cost, convenience), memorable
Spotify
"Music for everyone. Millions of songs. No credit card needed."
Why it works: Simple, accessible, addresses barrier (credit card), clear benefit
Mailchimp
"Marketing automation that helps small businesses grow. All in one place."
Why it works: Target customer clear (small businesses), benefit clear (growth), differentiator (all in one)
Common Value Proposition Mistakes
- ✗Too vague: "We provide great service" doesn't tell customers anything specific.
- ✗Feature-focused: Listing features instead of benefits. Customers care about outcomes, not features.
- ✗No differentiation: If your value prop could apply to any competitor, it's not strong enough.
- ✗Too long: Your value prop should be clear and concise. Aim for 1-2 sentences maximum.
- ✗Jargon-heavy: Using industry terms that customers don't understand weakens your message.
Next Steps
Once you've written your value proposition, you're ready to move forward with the rest of your market positioning. Learn about defining your complete market positionor explore our AI-powered branding tools.
Frequently Asked Questions
What's the difference between a value proposition and positioning?
A value proposition is a clear statement of why customers should choose you—it focuses on the unique value you provide. Positioning is broader—it's how you want to be perceived in the market relative to competitors. Your value proposition supports your positioning, but positioning also includes your target customer, differentiation, and market category.
How long should my value proposition be?
Your value proposition should be clear and concise—aim for 1-2 sentences maximum. You can have longer versions for your website or marketing materials, but the core value prop should be short enough to remember and share. If you can't explain your value in one sentence, you might not be clear enough about what you offer.
Can I have multiple value propositions?
You can have different value propositions for different customer segments or products, but you should have one primary value proposition that represents your core offering. If you have multiple value props, make sure they're consistent and don't confuse customers. Each segment should understand why they should choose you.
How do I know if my value proposition is effective?
Test your value proposition: Does it clearly communicate what you offer? Do customers understand it? Does it convert? A/B test different versions on your website, in ads, and in sales conversations. Track which version leads to more conversions. Ask customers what they think your value prop is—if it matches what you intended, it's working.
Ready to Write Your Value Proposition?
Once you've written your value proposition, bring your complete market positioning to life with Magnt's AI-powered branding tools.
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