How to write a kick-ass value proposition
A value proposition is a promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value will be delivered, experienced and acquired.
Having created various company value propositions, it's my experience executives think it happens ‘at the stroke of a pen’ - 'have it to me by lunchtime, cheers'. You can find examples of that kind of poorly defined copy in the market.
Here are some anonymised examples:
Company X is a comprehensive learning tool; or
Product Y is user-friendly, it is fast and you can use it anytime, anywhere.
The reason why there are so many ‘not that great’ value propositions out there, is the same reason there are so many ‘alright’ dancers who simply cannot turn. Just because something looks simple, does not mean it is easy.
It takes effort to find the precise words to describe your product or company’s value in a way that resonates with your target audience. Sometimes it takes weeks or even months to look at it, test it, amend it, put it aside, look at it again, amend it, test it, until you find the right collection of letters and words that work. In short, it’s an iterative process.
Value propositions change over time, as your product does, the market does and your target audiences’ behaviour does. So your value proposition needs to be reviewed regularly to ensure it still makes the right connection with the market.
For inspiration, I’ll leave you with a few examples of companies who I believe have nailed their value propositions.
- Invision: “Design better. Faster. Together. The digital design platform powering the world’s best user experiences.”
- WordPress: “Create a website in minutes.”
- Freshbooks: “Small Business Accounting Software that makes billing painless.”