Value propositions examples: How to write them successfully

Value propositions examples: How to write them successfully

Opinion ·

You could create the best product in your industry but still not make as many sales as your competitors if you fail to clearly state how the product will benefit your user. Such a description of the product's benefits is called a value proposition, and it is an essential marketing asset that every business should focus on for success. Statistics show that nearly 69% of B2B businesses claim to have a value proposition.

Sounds great, right? But a survey found that only about 2.18% of them have high-quality and effective ones. Hence, the question becomes: How can you write strong value propositions to influence potential customers and increase sales?

This is what we will explore in this article, along with:

  • Five practical tips to write your value proposition;
  • Seven examples of businesses that are doing a great job at creating value propositions.

Value proposition: a definition

A value proposition is a statement, paragraph, list, or video that tells your customers how your product will resolve their problems.

The “value” that a good value proposition focuses on is always something that your customers prioritize. So it is not just a list of features; it’s a description of how the features will benefit the customer.

It shows:

  1. Reason(s) why your product is better than others on the market;
  2. Ways in which your product solves specific challenges faced by the end-user;
  3. How the product’s features add value to the customer’s life.

Here’s a great example of a value proposition by Instacart:

Inarticle-Instacart

The key terms in this value proposition that show benefits for the customer are:

  • Today. Customers love same-day deliveries of fresh item.
  • Local stores. It shows that you want to support local businesses and that your products are km0, therefore more sustainable. This feature makes them unique.
  • Right to your door. Less hassle for the user hence more value in their lives.

After reading about what a value proposition is, it is easy to confuse it with a slogan or a mission statement, but you should remember that all these are different because they serve different purposes, although all are valuable marketing assets.

Your customers will not necessarily choose your brand over your competitor’s because your slogan or mission statement is better. Those marketing assets don’t directly affect customers’ lives, but a product's potential value impacts buying decisions.

The best places to use your value proposition are in marketing campaigns for promoting your product, landing pages, product demo videos, and product descriptions. You can include it on your website’s home page as well.

Also, the value proposition is not just for customers but also for investors and stakeholders when they are making decisions about investing in your product or business.

How to write your value proposition: 5 Tips you can start practicing today

Here are five practical tips you can use to write convincing value propositions:

1. Analyze your user persona to identify pain points and desires

Every good value proposition is centered around the customer, so you need to understand what they desire, their struggles, goals, and frustrations. If you have one, go back to your user persona, or put yourself in your customers’ shoes to make a list of the pain points you should focus on.

Your list should be based on the factors that the majority of your target audience struggles with and the ones that will offer you the best conversion rate.

A great way to get the customers’ perspective is by reading reviews about competitors’ products and asking for feedback from your own customers.

It is common to find multiple challenges your product solves. But you should prioritize only a few and focus on them. Your potential customers have really short attention spans of approximately 8 seconds, and the core message might be lost if you overload your value proposition with information.

2. List the benefits of your product

Make a table where you write down the features of your product and mention how they benefit the user, similar to what some businesses do in the product manual. Add a column of customer pain points and compare all three. This method will help you find unique ways to link your features as solutions to customers’ pain points.

3. Offer measurable value

Once you know the benefits of your product for the end user, you can write about the value your product will have in their lives. Now your job is to ensure that you can efficiently communicate that value to your customers. To make a strong case for your product, add numbers or make comparisons in your value proposition, such as including before and after images and comparisons between your product and your competitors.

Inarticle-solarcontractors

In the example above, the company Blu Banyan has made its value proposition more powerful by mentioning the exact amount of money its customers save by using its product.

Your product’s value can be social, financial, or emotional, depending on the industry you’re in. Value-based marketing is a great technique; its principles can also help you prepare a value proposition.

Keep your focus on what the users will gain from your product. A great way to do that is by concentrating on specific problems they will get rid of. If you’re selling a road bike, then perhaps a handy tire-changing kit and a bicycle design that makes tire replacement easy (mention the number of minutes needed) will motivate customers to choose your brand.

If your product is energy-efficient, then mention the estimated costs customers will knock off their power bill or the percentage of reduction in electricity usage if they used your product. Businesses usually include this insights in the product information, but it should definitely be used in value propositions.

4. Don’t make false promises

Accuracy and honesty are key to building credibility with your customers, so only make promises that you can deliver. Most businesses conduct various tests to ensure their product's durability and functionality. You should use the findings from those tests to write your value proposition without being dishonest.

Avoid using negative or hyperbolic words such as the first ever and greatest unless you can back up those claims. Also, steer clear of industry buzzwords because it’s easy to sound unauthentic with those.

5. Identify your unique selling points (USP)

Unless your product is the first of its kind, most of your features will probably be similar to your competitor’s. So you have to dig deep to find things that make your product unique and also offer significant benefits (financial, social, emotional, functional) to your customers. Your USP can be related to the product’s features or something else, such as its production process.

For example, will you give a certain percentage of your profits to charity? Is your customer support legendary? Do you have a product ambassador, such as an athlete or an influencer with significant social clout? Do you have good customer excellence? Do you offer any type of rewards on purchases? Things like these are gold for your value proposition.

For instance, Patagonia gives 1% of sales to the preservation and restoration of the natural environment. In their website they make it clear to customers how much they care about the planet and they give direct access to their footprint report and numbers. This is a very important differentiation factor for Patagonia that add weight to their value proposition.

Inarticle-Patagonia

7 Examples of value propositions that will drive you to success

Now that you know the theory of how to write a value proposition, look at some excellent examples of how others have done it.

1. Trek Bikes

Trek Bikes is headquartered in the US but operates worldwide. It produces bicycles, clothing items, and equipment for men, women, and kids.

Inarticle-TrekBikes

The value proposition example above is for their women’s bikes. Since women’s and men’s bodies are shaped differently, they require variable saddle types and handlebars placement to optimize performance and comfort while riding road or mountain bikes. The company understood this requirement and introduced its product as a solution to this specific issue.

What do they do right?

Here are two excellent things this value proposition does:

a. Shows value right away. The value proposition above solves a key frustration of their customers right away by mentioning the words everybody and every body. Let’s pay attention to the wordplay here. This is to show that the bikes are suitable for everyone but also for the various body types of women based on factors such as their style of riding, experience, ethnicity, and weight.

b. Emphasis on the brand’s USPs. Trek bikes is known for making high-quality bikes that offer comfort and good performance. They included these unique selling points here to reiterate to readers that women’s bikes are held to the same standard.

Key takeaways

Here are some things from this example you can implement in your value proposition:

  • Highlight benefits right at the beginning
  • Only talk about one or two frustrations in one value proposition statement
  • Speak your customers’ language, meaning use words they’ll understand based on your industry.

2. Fitbit

Fitbit is a HealthTech company that makes fitness trackers and watches to track data of your steps, workouts, and general movements. You can set your health goals and it will notify you when you have achieved them. The Google Pixel watch is the first fitness watch that supports both the android OS and native Fitbit features.

Inarticle-fitbit

What do they do right?

Here are two excellent things this value proposition does:

a. Reiterate a valuable partnership. The headline clearly states that the users will get the best of both worlds - the features of Google Pixel and health data by Fitbit. The Fitbit name carries weight in the fitness tracking and apps industry, so they mentioned their brand name next to the words “health” to show that even with the Google smart features, Fitbit is still responsible for the health functions, and that’s valuable for customers who trust the brand.

b. Clear reasons why this product is superior The description states the features of this watch as benefits. These include integration with Google Pixel — and all the perks that come with it — and the freedom to answer calls, respond to texts, and view notifications directly via your watch. Such information usually lands up in the product manual, but Fitbit did a great job of including it here.

Key takeaways

Here are some things from this example you can implement in your value proposition:

  • Write a catchy headline and include a few keywords
  • Turn your features into benefits by adding a pronoun before listing the features.

3. Beats by Dre

Beats by Dre is a well-known brand that makes speakers, earbuds, headphones, earphones, and similar devices. They prepared a few different statements as value propositions for their Beats Studio Buds; you can read them all here.

Inarticle-BeatsbyDre

The example above is unique because it focuses on something you might not think of when marketing earbuds but is a pain point for customers: distorted voice and subpar microphones.

What do they do right?

Here are two excellent things this value proposition does:

a. Impactful terminologies. The example above includes words such as target your voice, call performance, and voice clarity which immediately tells users the benefits they will get by using this product. Also, these terms are simple enough for a non-technical person to understand and determine the value of these earbuds.

b. Focused on a secondary pain point. This value proposition steps away from mentioning the usual things that earbuds have, such as compatibility with different devices, noise cancellation, and sound control.

Key takeaways

Here are some things from this example you can implement in your value proposition:

  • If you have multiple amazing features, create separate value proposition statements for each, so you don’t overload your readers with information
  • Mention your USPs, even if they are not major pain points.

4. All33

All33 is a furniture company that designs ergonomic chairs for people who suffer from back pain and spine issues. If you look at their target customers (visit the website here to find out), you’ll notice that it includes people who have been diagnosed with back issues. Some customers have even shared their MRI scans and radiology reports in their reviews for All33 chairs.

Inarticle-All33

The value proposition example above clearly shows that their marketers have understood their target demographic.

What do they do right?

Here are two excellent things this value proposition does:

a. Appropriate terminology. The value proposition above used terms such as vertebrae and pelvis that are not commonly used by people outside of the healthcare industry. But since most of their customers have heard these terms from their doctors, All33 does a great job of mentioning them in a positive light.

b. Show value in the headline. They don’t beat around the bush to tell customers why they should buy All33 chairs. The headline clearly states the value they will receive by using these chairs. Users can read the description or the user manual if they need more information after being hooked by the headline.

Key takeaways

Here are some things from this example you can implement in your value proposition:

  • Feel free to use complicated terminology if your customers understand it.
  • State how one benefit from your product leads to multiple other benefits (more movement, increased circulation, more energy).

5. Herman Miller

Herman Miller designs modern and minimalistic office furniture that does a lot in a limited space. They appeal to workplaces that have small areas or want a simplistic look, and their value proposition for their semicircular free-standing furniture reflects exactly that.

Inarticle-HermanMiller

What do they do right?

Here are two excellent things this value proposition does:

a. Mention various benefits without overdoing it. They mention three different features (whiteboards, tackable surfaces, and media display) of their product in a single sentence, but it does not look overcrowded. That’s because the features are closely related, and it feels natural to mention them in the same breath.

b. Smooth flow of information. They expertly introduce the product, mention its features, and lay out the uses for the customers, all in the same paragraph. Everything sounds interlinked, and that makes reading and absorbing the information quite easy.

Key takeaways

Here are some things from this example you can implement in your value proposition:

  • Include an image if it increases the impact of the value proposition.
  • Use keywords from customers’ pain points in your headline so readers can immediately see your product as a solution to that frustration.
  • Mention the different ways your customers can use your product to gain multiple benefits from just one item.

6. CookingPal

CookingPal has a kitchen appliance called Multo that solves all the frustrations of busy adults and working professionals.

Inarticle-CookingPal

Their value proposition is simple and short but gets the message across, so it is an interesting example to look at.

What do they do right?

They do an excellent job of presenting their product as a solution to two common pain points:

  • Investing and maintaining multiple kitchen appliances is difficult.
  • Learning to use all of them and remembering recipes is also quite a task. The third sentence in the value proposition shows the benefit for the customers: everyone enjoying the meals they make in the Multo.

Key takeaways

Here are some things from this example you can implement in your value proposition:

  • Use small sentences. Each with a different value but all solutions to one common pain point.
  • Include the product’s name in the headline so readers remember it
  • Mention any special offers, discounts, and rewards customers will receive upon purchase.

7. TEMPUR-PEDIC

TEMPUR-PEDIC produces medical-grade mattresses of different sizes.

Screenshot 2022-11-25 at 17.41.36

This value proposition is included in the description of all of their products because they use the same technology for all mattress designs.

What do they do right?

Here are two excellent things this value proposition does:

a. Multiple benefits. They made four different subheadings to list four of their primary features that can also be perceived as benefits. Note that they have used simple terms in the subheadings to hook readers and then used industry-specific terms (tossing, turning, and motion transfer) in the description.

b. Features and benefits side by side. They list the features (such as absorbing the force of your body) and then immediately tell the customers how it will benefit them (relax more fully).

Key takeaways

Here are some things from this example you can implement in your value proposition:

  • Display awards you’ve received for your product or business
  • Create bullet points or sections to divide the benefits. You can include more information that way without crowding the space.
  • Mention your product’s features in a few words and immediately show how that improves the customer’s life.

Layerise helps you improve your overall value proposition

The one thing you absolutely need to create a compelling value proposition is your customers' perspective. You should learn about their pain points, needs, and wants. You can get that by gathering customer feedback and understanding their behavior with your product. All these points tell you what customers want and should include in your value proposition for success.

We help you collect customer data and analyze it to understand your customer's preferences and priorities. We also share helpful tips to help you improve customer experience and increase sales. Book a demo today to see how Layerise can help you collect data that you can use to create the most impactful value proposition.

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