What Is a Value Proposition and How to Write One

What Is a Value Proposition?

A value proposition (or value prop) is a clear, compelling statement that explains how your product or service benefits potential customers or a specific market segment.

It answers the customer question:

“What value can I get from your product or service that I can’t get from your competitors?”

Your value proposition addresses how your product or service…

• Benefits your customers
• Solves customer problems
• Has an advantage over your competitors

An effective value proposition statement explains how you help customers overcome their challenges. And the statement should reflect your brand’s tone of voice (ToV). All while being short, sweet, and to the point.

Here’s Mailchimp’s value proposition from its homepage:

The statement explains the product’s value (“Turn Emails into Revenue”).

It also provides a unique differentiator to stand apart from the competition (“#1 email marketing and automations brand”) and lists outcomes (“more opens, clicks, and sales”).

Then the value proposition tells customers where to go next with a call to action (“Start Free Trial”).

Using as few words as possible.

Value Propositions, Slogans, and Taglines: What’s the Difference?

A value proposition communicates the unique value and benefits of your product.

Slogans are shorter, attention-grabbing phrases designed to generate brand recognition. You may see these in advertising campaigns, changing over time.

A tagline aims to encapsulate the essence or core message of a...