How to Write a Great Value Proposition [7 Top Examples + Template]

If you want your ecommerce business to thrive, you need to have a clear and compelling value proposition. Your value proposition is the statement that explains to potential customers why they should buy from you instead of your competitors.

What is a value proposition?

Your value proposition is the core of your ecommerce business. It is the promise that you make to your customers about the unique value that your product or service will provide to them. A good value proposition can help to differentiate your brand, communicate your brand personality, establish trust, and drive conversions.

Value Proposition vs Mission Statement

While your mission statement describes your brand's overall purpose and values, your value proposition is more focused on the benefits that your product or service can provide to your customers.

Value Proposition vs Slogan

A slogan or tagline is a short phrase that is used to promote your brand or product. While a slogan can communicate your brand personality, it may not be enough to articulate your unique value proposition.

Value Proposition vs Tagline

Similar to a slogan, a tagline is a short phrase that is used to promote your brand. While it may communicate your brand personality, it may not always capture your unique value proposition.

Value Proposition vs Mission Statement vs Slogan vs Tagline

Your mission statement, value proposition, slogan, and tagline are all important components of your brand messaging. However, they serve different purposes and should be crafted accordingly.

Elements of a Value Proposition

A good value proposition should include the following elements:

Headline

Your headline is the first thing that your potential customers will see. It should be concise, clear, and attention-grabbing.

Subheadline or Paragraph

Your subheadline or paragraph should provide additional details about your unique value proposition. This section should highlight the specific benefits that your product or service can provide to your customer.

Visual Element

A visual element, such as an image or video, can help to communicate your value proposition in a more compelling way.

How to Write a Value Proposition

Here are six steps to help you write a compelling value proposition:

Step 1: Identify your customer's main problem.

To create an effective value proposition, you need to have a deep understanding of your customer's needs and pain points. What specific problems are they trying to solve?

Step 2: Identify all the benefits your products offer.

Once you have identified your customer's main problem, you need to brainstorm all the ways that your product or service can help address that problem.

Step 3: Describe what makes these benefits valuable.

While it is important to list the benefits of your product, it is equally important to explain why those benefits matter to your customer.

Step 4: Connect this value to your buyer's problem.

Your value proposition should show how your product or service solves your customer's problem in a unique way.

Step 5: Differentiate yourself as the preferred provider of this value.

Your value proposition should demonstrate how you are different from your competitors and why you are the preferred provider of this value.

Step 6: Use a template to help you brainstorm.

If you are struggling to come up with ideas for your value proposition, you can use a template to help you brainstorm.

Value Proposition Canvas

The value proposition canvas is a tool that can help you to create or refine your value proposition. Here are the three steps:

Step 1: Create a customer profile to represent your target buyer.

You need to understand your customer's demographic information, psychographics, and buying behaviors.

Step 2: Create a value map for your products and services.

A value map outlines the features and benefits of your product or service.

Step 3: Determine value proposition-customer fit.

Use the value proposition canvas to match the benefits of your product or service with the needs of your target customer.

Value Proposition Templates

If you need help getting started with your value proposition, here are some templates that you can use:

• Extensio Value Proposition Template
• Fiverr Value Proposition Template
• Canva Value Proposition Templates

Value Proposition Examples

Here are seven examples of great value propositions:

1. HubSpot: 'An easy-to-use CRM.'

HubSpot's value proposition is both clear and concise. It communicates their unique benefit (an easy-to-use CRM) in a simple and direct way.

2. FedEx: 'Manage your Home Deliveries'

FedEx's value proposition uses specific language to resonate with their target audience. The phrase 'manage your home deliveries' speaks to the busy lifestyle of their customers.

3. LG SIGNATURE: 'State-of-the-art Living Experience'

LG SIGNATURE's value proposition highlights their commitment to modern innovation and luxury living. The phrase 'state-of-the-art living experience' is both aspirational and descriptive.

4. Subaru: 'The most adventurous, most reliable, safest, best Subaru Outback ever.'

Subaru's value proposition uses powerful adjectives to differentiate their product from the competition. The phrase 'most adventurous, most reliable, safest, best' positions their product as the superior choice.

5. Samsung: 'Get Ready to Unfold Your World'

Samsung's value proposition is futuristic and aspirational. The phrase 'unfold your world' suggests that Samsung's technology can help customers explore new possibilities.

6. Imperfect Foods: 'Groceries that help you fight food waste'

Imperfect Foods' value proposition is socially conscious and relevant. The phrase 'fight food waste' resonates with eco-conscious consumers who want to make a positive impact.

7. Hulu - 'All The TV You Love'

Hulu's value proposition is simple and straightforward. The phrase 'all the TV you love' speaks directly to the desires of their target audience.

Value Proposition Canvas Examples

Here are seven examples of value proposition canvases:

1. HubSpot Value Proposition Canvas

2. FedEx Value Proposition Canvas

3. LG Value Proposition Canvas

4. Subaru Value Proposition Canvas

5. Samsung Value Proposition Canvas

6. Imperfect Foods Value Proposition Canvas

7. Hulu Value Proposition Canvas

Tactics to Develop an Effective Value Proposition

Here are five tactics that you can use to develop an effective value proposition:

1. Conduct research to determine the value proposition of your competitors.

Research your competitors' value propositions to identify gaps or opportunities in the market.

2. Explain the value of your products and services.

Your value proposition should be clear to your audience. Use simple language to describe the value that you provide to your customers.

3. Describe the benefits your ideal customer will experience when they choose your product or service over the competition.

Explain how your product or service can solve your customer's problem in a unique way.

4. Develop a unique value proposition for each buyer persona you serve.

Consider how your value proposition might differ for different customer segments or personas.

5. Test your value proposition with your audience using various marketing channels.

Use A/B testing or customer feedback surveys to measure the effectiveness of your value proposition.

What makes a good value proposition?

A good value proposition should have the following elements:

Clear Language

Your value proposition should be easy to understand and communicate your unique benefit in a clear and concise way.

Specific Outcomes

Your value proposition should communicate specific outcomes or benefits that your customers can expect to receive from your product or service.

Points of Differentiation

Your value proposition should highlight what makes your product or service unique and better than the competition.

Compose a Remarkable Value Proposition

Creating a compelling value proposition requires research, testing, and a solid understanding of your customer's needs and pain points. Use these tips, templates, and examples to craft a value proposition that will set your ecommerce business apart and drive conversions.