How to write a value proposition (with examples)

Got a value proposition like "Our product helps you save time, cut costs, and increase growth?"

Value propositions that read like vague lists do *nothing* for you or the reader.

In fact, they actively work against you. Here's why. 👇

1️⃣ You overwhelm people.

Ever been to the chips aisle in a North American grocery store and felt overwhelmed by the number of options available to you?

Jerry Seinfeld likes to say our minds are infinite in wisdom, but our brains are stupid little dogs.

As humans we can think and feel and create and love...but when it comes to things like making decisions, that wisdom can overwhelm our ability to pick between the lime flavored tortilla chips or the barbecue flavored potato ones.

Eventually, you might just get overwhelmed and put both options back on the shelf, telling yourself you'll come back later. (You won't.)

That's why, as a marketer crafting a message, you have to make that choice for your reader. You have to tell our stupid little dog brain what to focus on.

If you don't, your message won't be memorable—it'll just be confusing.

2️⃣ These value propositions don't get to the heart of the value.

A lot of people like to say "Executive buyers only care about ROI"

And while that might be true...there's a limit.

Executives will look for the thing that helps them get a higher ROI, but the REASON they want 679x return is so they can reinvest that money or energy back into profit-building activities.

The ROI isn't the benefit — what you do with that ROI is.

When thinking about the value your product creates, you've gotta go deeper than "saving time" if you want to pull in MQLs.

You have to figure out what they want to DO with that time—then map out how your product helps them get there.

3️⃣ List-like value props aren't unique or interesting.

Literally any software solution on the planet can help people save time, cut costs, and automate boring tasks.

Your buyer isn't an idiot — that's why they're looking for a software solution in the first place.

So, why should they care about what you've created for them?

The value proposition should reflect what makes you unique. And it should highlight how that unique features benefits a defined group of people.

Lists with vague benefits that could apply to any vertical don't tell me anything about the audience, pains, or what sets you apart from the pack.

💡 So, how do you actually create a value prop that stands out?

Three rules:

1️⃣ Make it simple

2️⃣ Make it memorable

3️⃣ Make it concrete

A good example could be "Our software helps you automate expense reporting so you can get a 360 view of your cash flow." 👈 clear, defined, and desirable.

If you can do all of those, you're starting to build really interesting messages. 🚀

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Hi, I'm Grace. I help B2B companies who give a damn about what they want to say get their words out into the world.