What is a value proposition? Definition, examples and writing tips.

Summary/Overview

A value proposition is used in the marketing industry. It’s a clear and succinct summary of why a customer should choose your product or service. Through one you can communicate your offering’s benefits, and why it’s more appealing than that of your competitors. It’s sometimes called a value proposal.

This Adobe Express article will go into detail on what a value proposition is, touch on how to write a value proposition, and provide value proposition example presentation slides.

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What is a value proposition?

A value proposition is a statement that outlines the worth of your product or service to your customers. It shows why they should choose to buy from your business, over another. It can also be used as a tool to attract investment or to pitch for work.

However you deploy it, a value proposition is an important part of any marketing plan as it defines what makes your business unique.

Value propositions may be useful for:

• Introducing a new product or service. It provides clarity on what your product or service can do for your customers.
• Seeking investment. In a pitch deck, it can inform potential investors on what they can expect from your company.
• Onboarding partners or vendors. Similarly, it can help provide an overview of your business offering to new partners.
• Converting leads into customers. By revealing a glimpse into your brand story, you may influence potential customers to buy.
• Explaining what your company does. If you own a small business and are asked what you do, your value proposition gives the perfect answer.

5 examples of value proposition presentation slides.

Key elements of a strong value proposition.

A strong value proposition forms the foundation of your marketing strategy. It differs from a logo, slogan or tagline and focuses on the value your company, and its products and services, offer. The statement needs to get your marketing message right, as well as guide product development.

Here’s what strong value propositions have in common:

• Defined target audience. Fully understand your target market and what makes them tick to create an offering that fulfils their needs.
• Addressing a specific problem. Be clear on how your offering benefits customers. Focus on these benefits rather than product features.
• Relevant solution or benefit. Understand your customers and their dreams and obstacles and then provide a solution to one of those problems.
• Uniqueness from competitors. Highlight just how unique your offering is to differentiate your product or service from competitors.
• Simple, concise messaging. Try to avoid jargon and unnecessary detail. Stick to the point and use clear language.

How to align your value proposition with visual storytelling and brand voice.

Your value proposition needs to capture the essence of your brand and communicate why your offering is the most suitable for your customers.

Once you’ve got the basics ironed out, experiment with visual elements to ensure it’s memorable and aligns with your brand identity.

Here are some tips to consider when crafting your value proposition:

1. Understand your customer voice.

Strong value propositions may use current customer wording to attract potential customers. If you have case studies or reviews from happy customers, pay close attention to phrases they use. Your customers should see themselves in your value proposition. But don’t forget to ensure it aligns with your brand tone of voice for consistency.

2. Prioritise clarity.

Your value proposition needs to be clear, concise and relevant. Focus on telling the story in a simple and engaging way. You need to define what product or service you’re offering, how you differ from competitors and why customers should buy from you. You could use imagery to help build your narrative.

3. Keep the written statement short.

Every word counts in a value proposition. Aim to keep it short – two or three sentences should be enough. Templates can help to keep you focused and guide you in capturing the value of your offering in a short paragraph. Don’t forget to apply your branding and customise the colours, font and visual style.

4. Use visual elements to bring your value proposition to life.

Once you’ve nailed your written value proposition, consider adding visual elements to help it pack a punch. Consider infographics, charts or other visual icons to demonstrate the value of your offering in a way that’s engaging and easy to digest. You could even turn your value proposition into a presentation to share with potential investors or stakeholders.

5. Experiment with imagery and videos.

Pair engaging images with your narrative to make your value proposition more memorable. Lean on visual storytelling to demonstrate how your offering can provide solutions to customer pain points or highlight your USPs. You can experiment with different formats and see what works best for your target market.

5 value proposition slide examples.

Things to avoid when writing a value proposition.

Writing a value proposition can be tricky. Articulating the value of your company in a short paragraph is a challenge, and you may be tempted to slip into bad habits.

Here are some mistakes to avoid when writing or presenting your value proposition:

• Vague language. Your value proposition should be short and concise, so try not to waste any words being unclear.
• Focus on features. You should centre your value proposition on the benefits your offering can bring to customers – not by simply listing its features.
• Copying competitors. This is your chance to show what makes you better than the rest, so try not to be too similar to other companies in the market.
• Being generic. Similarly, you need to demonstrate what makes your brand, and your offering, unique. Use your brand tone of voice and focus on what makes your company special.

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Useful things to know.

How long should a value proposition be?

A value proposition should be short – no more than a few sentences. Try to make sure that each word adds value and helps to make it more engaging. It needs to be compelling to capture the attention of future customers or potential investors.

What’s the difference between a value proposition and a slogan?

Both a value proposition and a slogan are marketing tools. Your value proposition is a concise paragraph that demonstrates the value of your offering. It’s essentially answering why a customer should choose your product or service. A slogan is a memorable phrase that forms part of your brand identity.

Can you use more than one value proposition?

If you have multiple clients, serve different market segments or solve different problems, you may decide to use more than one value proposition. Each of your value propositions needs to be tailored and customised to the specific target audience.

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