how to write value proposition in business plan

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How to Create an Effective Value Proposition

• 28 Jul 2020

Starting a business comes with many unknowns, but the value of your brand shouldn't be one of them.

Before launching a venture, all entrepreneurs should determine what market need their product or service fulfills, and what separates their offering from other available options. Without this differentiation and definition of opportunity, a new business isn't likely to succeed.

To communicate the need your product fills and its differentiating factors, you need to create an effective value proposition.

Before diving into how to craft yours, here's a look at what a value proposition is and why it's important for your business.

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What Is a Value Proposition?

A value proposition is a statement that conveys what a brand does and how it differs from competitors. It's typically developed as part of a broader marketing strategy and no more than a few sentences long. The initial proposition can be bolstered with statistics and facts that prove the brand's stated value.

Having a value proposition is important because it clearly and concisely communicates what customers can gain from selecting your brand over that of your competitors. This statement can be used in several ways, including:

• On your company's website to help convert potential leads into customers
• When pitching your company to investors
• As an answer to the question, "So, what exactly does your company do?"

As an entrepreneur, it's your job to be your organization's number one advocate and garner the support of others. A short, clear value proposition can stick in the minds of investors, potential customers, friends, and relatives, ensuring your brand's value isn't lost in translation.

To begin crafting your brand's value proposition, start with an understanding of the jobs to be done theory.

Related: 6 Questions to Ask Before Starting a Business

Understanding Your Customers' Jobs to Be Done

The jobs to be done theory was developed by Harvard Business School Professor Clayton Christensen. It asserts that customers "hire" products and services to get "jobs" done, rather than purchasing them based on their attributes and buying behaviors.

"A 'job to be done' is a problem or opportunity that somebody is trying to solve," Christensen says in the online course Disruptive Strategy . "We call it a 'job' because it needs to be done, and we hire people or products to get jobs done."

One example of a successful brand that's used this framework is Warby Parker , founded in 2010 by Neil Blumenthal, Dave Gilboa, Andy Hunt, and Jeff Raider.

The eyeglass company got its start when one of the founders lost his glasses on a backpacking trip. Unable to swing the steep price of a new pair, he spent the next semester " squinting and complaining " to three of his friends, who realized they had been in similar situations.

"We were amazed at how hard it was to find a pair of great frames that didn't leave our wallets bare," Warby Parker states on its website . "Every idea starts with a problem. Ours was simple: Glasses are too expensive."

This statement describes the job to be done discovered by Warby Parker's founders. They realized people had a need to purchase affordable eyewear and, after some research, found there weren't many options in the market.

"Understanding that the same company owned LensCrafters and Pearle Vision, Ray-Ban and Oakley, and the licenses for Chanel and Prada prescription frames and sunglasses—all of a sudden, it made sense to me why glasses were so expensive," Gilboa explains in an interview with Forbes .

The team decided to take things one step further by adding a social justice component to their business model. For every pair of eyeglasses purchased, Warby Parker donates a pair to someone in need.

"There's nothing complicated about it," the company states on its website . "Good eyewear, good outcome."

This satisfies another job to be done: providing customers with a convenient means of helping others. This dual-pronged jobs to be done framework proved to be a success, as the team hit its first-year sales goal in just three weeks .

Warby Parker continues to build its value around jobs to be done and can expect its customers' needs to "purchase affordable eyewear" and "help others in a convenient way" to endure.

"Because a job to be done remains stable over time, it provides a North Star in innovation," Christensen says.

When crafting your brand's value proposition, think about the job to be done it addresses. How does its value center on a persisting need you can fill in a unique way? It's this positioning that can allow your brand to provide the same value for customers as the market advances.

Related: Jobs to Be Done: 4 Real-World Examples

Creating a Value Proposition

You can use the jobs to be done framework as a starting point to craft your brand's value proposition.

Ask yourself:

• What is my brand offering?
• What job does the customer hire my brand to do?
• What companies and products compete with my brand to do this job for the customer?
• What sets my brand apart from those competitors?

For example, Warby Parker's founders could answer these questions as follows:

• Warby Parker offers affordable designer eyewear, including contacts.
• Customers hire Warby Parker to provide high-quality eyewear at affordable prices and give back to the community in a convenient way.
• All other eyewear brands compete with Warby Parker.
• Warby Parker's commitment to giving back to the community and its affordable prices set it apart from competitors.

Next, summarize your points in a clear, concise value proposition. Continuing the example above, Warby Parker's value proposition, as published on its home page , is:

“Buying eyewear should leave you happy and good-looking, with money in your pocket. Glasses, sunglasses, and contacts—we’ve got your eyes covered.”

This value proposition is reinforced throughout the company's website, along with its stated commitment to social justice :

“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”

To ensure your value proposition is effective, consider running it by a few people who are unfamiliar with your business. If confusion arises, edit your statement to address those points.

Once you have a value proposition you're proud of, make it known. Publish it on your website, incorporate it into your marketing materials, and memorize it for sharing during networking events, pitch opportunities, and dinner conversations.

Related: 3 Disruptive Strategy Skills For Entrepreneurs and Business Leaders

Setting Yourself Up for Success

By positioning your brand as a solution to a job to be done, you can set your company up for success. Creating a value proposition is a reflective exercise that prompts you to take stock of the need your brand fills, who your competitors are, and how you provide a different experience from other products and services.

Condensing these reflections into a succinct value proposition can enable you to convert leads into customers, effectively pitch to investors, and communicate the value of your brand at scale.

Do you want to craft winning, innovative strategies? Explore Disruptive Strategy , one of our online entrepreneurship and innovation courses . If you aren't sure which course is the right fit, download our free course flowchart to determine which best aligns with your goals.

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How to Write a Value Proposition and Why They Are Important For Your Business

Why do you think your customers want to buy something from you?

Today, the business world is more competitive than it has ever been in the past, and from large to small businesses, you need to find a way to make yourself stand out from the crowd. If you can communicate effectively with your customers, you will have an easier time beating the competition, all while developing quality products and services in the process.

If you have an effective value proposition, you can boost your conversion rate, maximize your marketing strategies, and increase your revenue. You need to present the value provided by your company, its products, and its services if you want to get the most out of your marketing activities.

That is why you need to have a strong value proposition example to showcase what you can offer customers. Learn more about the value proposition definition below, and make sure you get the most out of the products and services you have to offer. In this guide, we'll provide some of the best value proposition examples so you can create a strong positioning statement to boost your marketing efforts and attract more leads.

What is a value proposition?

A value proposition is a statement that clearly communicates why your target market can benefit from the product or service you have to offer. What makes your product or service attractive to your target audience? When you put together a value proposition, you need to clearly show what your business does better than any other business on the market. That way, you can show the benefits your products or services add to the lives of your customers, as well as convince businesses to partner with you and employees to work for you. With a strong understanding of the value proposition definition, you can draft one that helps your product or service align with your company’s core values and beliefs.

When you put together a strong value proposition example, there are several criteria that you need to meet. They include:

• Specificity : Your value proposition has to be specific. If you take a look at the customer journey , what are the specific benefits your customer is going to receive by purchasing your products or service? By being specific, you can create marketing campaigns that highlight what your company offers.
• Pain-Focused : If you want to build customer relationships , you need to target a pain point. What are some of the problems that your customers have, and how will your product or service benefit their lives? A value proposition makes it easy to collect data and measure analytics to better serve your customers.
• Exclusivity : What makes your company different from others? Why do you think your target audience should purchase your products and services? What is the competitive advantage that your business has when compared to other businesses in your field? Asking these questions can help you create a value proposition that highlights how your product or service stands out from the competition.

When you put together your customer or employee value proposition, it is important to think about the brand values reflected by your company. If you can find a way to stay on message as you create your own value proposition, you will have an easier time communicating effectively with your target customer. This is not necessarily a catchphrase or brand slogan. It should be a clear statement that can separate your business from the others in your field.

Why should you create a value proposition for your business?

As a business owner, you have countless responsibilities on your plate, which is why you might be wondering why you should spend your time crafting a value proposition. There are several reasons why you should craft a strong value proposition, with benefits including:

• Providing a strong foundation : Your value proposition is going to provide a strong foundation for everything that your company does. You need to make sure that your employees are working toward the same goal, and that goal has to be reflected in the products and services that can benefit your target customer. With a strong value proposition, you will have a firm foundation in place for everything else that your company does.
• Boosting your conversion rate : The next reason why you have to have a strong value proposition is that you can increase your conversion rate with potential customers. You need to maximize your marketing dollars, and having a strong value proposition can help you do that.
• Standing out from the crowd : The business world is more competitive today than it has ever been in the past. You need to find a way to make your company stand out from the crowd, and having a strong value proposition can help you do that.
• Targeting quality over quantity : Even though you probably want to make a customer out of everyone, you need to identify quality leads who are genuinely interested in what your company does. Even though a value proposition can help you attract more potential customers, it can also help you attract better ones.
• Improving teamwork : Finally, a strong value proposition statement can help you improve teamwork within your organization. You need your employees to work together toward one common goal. When there is a value proposition statement in place, your employees will have an easier time understanding how they fit in with the rest of the company

These are a few of the biggest reasons why you need to have a unique value proposition statement within your company. You need to put together a comprehensive value proposition that clearly differentiates your business from the others in your field. This can make a significant difference when you want to turn your leads into paying customers.

How to write a value proposition

If you are wondering how to write a unique value proposition, you need to think carefully about your customer service philosophy . You need to provide the best possible service for your customers and clients, and that should be reflected in your value proposition. There are several steps you should follow to write a great value proposition, which goes as follows:

1. Conduct market research

As you think about how to separate your company from the others in your field, you need to think carefully about how to do market research . You need to take a look at the competition to figure out what is already out there. After all, you need to find a way to convince your target customers to purchase products and services from your business instead of your competitors to drive sales. What do your competitors do, and how can you separate yourself from the crowd? By conducting market research, you can get a better idea of customer behavior and how you can differentiate yourself from the other companies in your industry.

2. Craft a strong headline

Next, you need to craft a strong headline. The best value propositions draw customers in right away. Today, customers have shorter attention spans than they ever did in the past. If you want to convince people to purchase your products and services, you must grab their attention as quickly as possible. Think carefully about the headline you put together, and make sure you grab their attention. You might even want to try out a few headlines on your employees. Collect their feedback, and see what headlines they like. This will make it easier for you to decide which headline to go with to catch the eyes of your target buyer.

3. Understand your customers

You need to think about your target market as well. Who do you think would benefit most from the products and services you have to offer? This refers to gathering your customer's voice. Ideally, you should use the words of your current customers to grab the attention of your future customers. For example, if you were to conduct some research, asking your customers for some feedback on your current products and services, what do you think they would talk about? This is what you should use in your marketing materials as you put together your value proposition. Figure out what your current customers like, highlight it in your value proposition, and use that information to attract future customers.

4. Explain your value

Next, hone in on your brand. Why do you think people should purchase your products and services? What do you stand for? What do you offer that other companies in your industry do not? You need to highlight the value you bring to the table. For example, is your customer service better than the other companies in your industry? Do you have better prices than other companies in your industry? Is there something that sets the quality of your products and services apart from the others in your field? What is the value that you bring to the table?

5. Be specific and clear

If you take a look at a lot of marketing materials shared by other companies, you will probably see a lot of vague statements. If you want your value proposition to make an impact, you need to be specific. Some of the questions you might want to answer include:

• What is the specific product that you are trying to sell right now?
• If someone purchases your product, what are the benefits it will bring?
• Why should a potential customer purchase your product instead of products provided by our competitors?

If you can be as specific as possible, your value proposition will be more effective.

6. Highlight your benefits

Even though it may be tempting to hype up everything that your company does, this is not necessarily going to result in a higher conversion rate. You need to be specific about the benefits that you provide. If you have specific numbers you can point to, that would be even better. Is the product going to last longer than the others on the market? Is it going to help someone save a significant amount of time? Can it address a specific problem, making it a thing of the past? If you can be clear about the benefits your product provides, your value proposition will be even stronger.

7. Include strong visuals

Finally, do not forget to include strong, relevant visuals. There is a saying that a picture is worth a thousand words, and that is definitely true when it comes to your value proposition. If you have images of your product you can share, you need to include them. If you can include images of someone directly benefiting from the product you provide, that would be even better. If you have text you want to include in the visual, use the text to enhance the picture. You do not want the text to be the focus of the image.

If you can repeat these steps, you can craft a great value proposition for the products and services you have to offer.

Effective value proposition examples

You might be wondering how to craft a unique value proposition for your online store or brick-and-mortar business. There are a few examples from which to choose. Some value proposition examples you might want to draw inspiration from include:

1. Demandwell

One of the first value proposition examples you should take a look at is Demandwell . If you take a look at the website, you will immediately see what they stand for. Their value proposition is “The Future of SEO for B2B SaaS Marketers.” Then, the website proceeds to talk about how you can drive more demand for specific products and services that you have to offer, and they mentioned that they specialize in search engine optimization.

The home page also has a variety of other features you can explore. There is a call to action that you cannot miss, the headlines are very compelling, and they provide social proof that you can explore to learn more about what the company stands for. Given that the company specializes in B2B marketing, it should come as no surprise that they have a very strong value proposition. This is one example that you might want to consider.

2. Unbounce

Another example that you might want to check out is called Unbounce . This is a company that specializes in conversion rate optimization, so they also have a very strong value proposition. When you take a look at the home page, you will immediately see that they focus on building, publishing, and testing landing pages without the requirement of an internal IT department. It is obvious what the company is promoting, and they are saying that they are different because you do not require an internal technology department. They are also highlighting a specific pain point, believing that companies are looking for a way to maximize their digital marketing without having to hire technology professionals.

The homepage also clearly explains how they go through their process. The first step is to build a page, the second step is to publish it, and the third step is to test and optimize it. It is not hard to figure out what they do, and they are clearly targeting a specific market. Therefore, this is another unique value proposition example that you might want to emulate yourself.

3. Target Pickup and Delivery

If you are looking for a more general example, you can also take a closer look at Target . This is one of the biggest retail brands in the world, and they do an exceptional job of hooking their customers. If you take a look at their website, regardless of whether you are doing pick-up or delivery, it is clear what they offer. Some of the highlights from the page that you might see include:

• Free shipping
• Next day delivery
• Easy pickup
• Contactless experience
• Save time and money

These are buzzwords that are included in the value proposition to get your attention. Then, they have additional text on the screen that clearly explains the pricing model, why it works, and who it is for. It is difficult for the value proposition for each of their Individual services to be any shorter or clearer. They do not waste your time, they get right to the point, and they are designed to grab your attention as quickly as possible.

These are just a few examples of value propositions that you might want to incorporate into your business model. Do not hesitate to test different types of value propositions to see what works best for your needs. With access to the right tools, you can figure out which value proposition is right for your business.

Incorporate your value propositions into your marketing strategies

Ultimately, these are a few of the most important points that you need to keep in mind regarding your value proposition. Your target market has a shorter attention span than it ever did in the past, and you need to find a way to grab their attention as quickly as possible. With a value proposition, you can clearly explain the benefits of your products and services, focusing on enhancing your brand identity while also generating quality leads. This process can help you expand your footprint in the market.

You might be wondering how you can create the best value proposition for your business. You need to take advantage of all of the tools at your disposal, and that is why you should partner with Mailchimp. Mailchimp provides you with a wide variety of tools that you can use to test various aspects of your digital marketing strategy, including your value proposition. You can figure out what works and what doesn't while saving time during the process. If you want to maximize the value of your go-to-market strategy , you should use Mailchimp tools to craft a strong value proposition that you can incorporate into your digital marketing strategy.

Grow Your Business

How to write a unique value proposition (+ templates), share this article.

Close your eyes and think of a brand you frequently patronize. It could be in any industry or vertical — sports, technology, clothing, or even fishing, if that floats your boat. Have you got one? Great! 

Now, ask yourself: What exactly makes the brand attractive to you? Why do you prefer to buy from that brand as opposed to similar brands? Is it superior product features? Responsive customer support, maybe? Or is it the easy-to-use interface (if you’re thinking of a software business)? Or it could be the way the product makes you feel, in general. 

If you have several answers (and I bet you do), it’s by design. 

To build brand awareness and get customers, brands highlight the compelling features and benefits of their products in their ads and marketing materials. But beyond that, they create a statement that embodies the essence of their products (and brand, by extension) and they infuse it into everything they release — from blog posts and emails to website copy and videos. 

This statement is known as a Unique Value Proposition, and it is central to effective marketing. In this piece, you’ll learn: 

• What a UVP is;
• Why it matters;
• Steps to create a compelling UVP;
• Examples of compelling UVPs; and
• How to incorporate your UVP across marketing channels. 

Skip ahead:

What is a Unique Value Proposition and why does it matter? 

Steps to create a compelling unique value proposition, incorporating your uvp across marketing channels, case studies and examples of successful uvps, unique value proposition template, let thinkific help you find your unique value proposition.

A Unique Value Proposition (UVP), also known as a Unique Selling Proposition (USP), is a concise statement that communicates the unique and compelling benefits of a product, service, or brand to its target audience . It’s a key element in marketing and branding strategies, and is designed to evoke a feeling in prospective customers to convince them to buy the product. 

Instead of a brand saying outright that its product is the best in the world, it creates a slogan that convinces its target audience to believe that it’s the best brand. 

One of the most popular and most effective UVPs in the world is Nike’s Just Do It . 

On its own, the statement is vague and dull; it has no exciting meaning. But when ushered in with an impeccable ad campaign, like the one Nike did in 1988, Just Do It evokes a strong feeling in the minds of Nike’s target audience, mostly athletes and fitness enthusiasts. 

The 1988 Just Do It campaign featured athletes like Bo Jackson, Michael Jordan, and Roger Federer — people who’ve weathered storms and moved mountains to become some of the best athletes to ever exist; people who embodied what determination and perseverance looked like. 

With the combination of these athletes, Nike’s stellar products, and a well-crafted ad campaign,  Just Do It became about more than just shoes. It became a slogan that encouraged people to pursue their dreams relentlessly, no matter the hurdles and obstacles they encountered. 

At its core, a UVP inspires. Whether it inspires belief in yourself or trust in the brand, a good UVP leaves you thinking, “That’s the right brand for me.”

Here are a few reasons why brands should create UVPs: 

• Differentiation. In a crowded marketplace, businesses need to stand out. A well-crafted UVP helps distinguish a product or service from competitors by highlighting what makes it unique or superior. 
• Clear communication. A UVP succinctly communicates the most important benefits of a product or service. It helps customers understand what sets it apart and why they should choose it over similar options. 
• Brand identity. Just like the slogan Just Do It has become synonymous with Nike, a strong UVP contributes to shaping the overall brand identity. It becomes a central part of how a brand is perceived and remembered by customers. 
• Conversion and sales. A compelling UVP can influence purchasing decisions. When customers see a clear and unique value in a product or service, they are likelier to choose it, leading to increased conversion rates and sales. 
• Market positioning. The UVP helps companies carve out a niche and position themselves as leaders in specific areas, catering to a particular segment of the market.
• Customer loyalty. When customers experience the unique value promised by a brand in its UVP, they’re more likely to become loyal customers. Not only will they keep buying (or subscribing to) the brand’s offerings, but they’ll also recommend the company to others, which results in more business and bigger revenue.

It’s easy to think that creating an effective UVP means you only have to think very hard about a quippy and memorable tagline to describe your brand. That’s not all there is to it, though. Behind every great UVP, no matter how brief, is a thorough research, brainstorming, and iteration process that considers the target audience, competitive landscape, and the unique aspects of a product or service. 

Here are the steps to help you craft an effective UVP: 

Understand your target audience 

The first step is to figure out the people you aim to reach with your product or service (if you haven’t already). To do that, you’ll need to conduct surveys, interviews, and focus groups to gain insights directly from your audience. You should also pay attention to customer reviews, comments, and social media interactions to understand their opinions and experiences. 

Here are some data points you should collect: 

• Demographics. Identify your audience’s basic demographic information, such as age, gender, income, education, marital status, and geographic location. 
• Psychographics. Explore the attitudes, lifestyles, interests, and values of your audience. This will help you understand their motivations, aspirations, and the factors that drive their decision-making.
• Behaviors. Analyze the behaviors of your target audience, both online and offline. What websites do they visit? Do they prefer to shop online or offline? What kind of media do they consume? The answers to the questions will determine how you’ll incorporate your UVP into your marketing channels.  
• Needs and pain points. Identify your audience’s specific needs, challenges, and pain points. This way, you’ll know the problems they’re trying to solve and the goals they’re trying to achieve.
• Communication channels. Determine the preferred communication channels of your target audience. Are they active on social media? Do they prefer email communication or traditional advertising? This helps you figure out the best channels to use to draw attention to your brands’ UVP.
• Competitive awareness. Analyze how your target audience interacts with your competitors. Find out what they’re looking for in alternative products or services so you can highlight your product’s ability to provide that in your UVP. 

Pro tip: To help organize this data, create detailed buyer personas representing different segments of your target audience. Personas should include fictional characters that embody the traits, preferences, and behaviors of real customers.

Know your competitors

Since your goal is to stand out among your competitors, it only makes sense for you to do a comprehensive analysis of businesses in the same or similar markets as yours so you can understand the competitive landscape, identify the strengths and weaknesses in your industry, and formulate strategies to differentiate your product or service.

Here are some crucial things to do when researching your competitors: 

• Identify your competitors. Clearly define who your direct and indirect competitors are. Direct competitors offer similar products or services to the same target audience, while indirect competitors may address the same needs but with different solutions.
• Product or service offerings. Analyze the products or services your competitors offer. Understand their features, quality, pricing, and any unique selling points they emphasize. This helps you identify gaps or opportunities for improvement in your offers. 
• Strengths and weaknesses. Assess the strengths and weaknesses of your competitors. This includes factors like brand reputation, distribution channels, customer loyalty, innovation capabilities, and financial stability. Identify areas where you can capitalize on their weaknesses or differentiate yourself. 
• Customer reviews and feedback. Examine customer reviews, testimonials, and feedback about your competitors. This information can reveal customer satisfaction levels, common pain points, and aspects of their products or services that resonate positively or negatively with their audience. 
• Pricing strategies. Evaluate the pricing strategies adopted by your competitors. Compare prices, discounts, and value propositions to assess how your offerings stack up. This will help you set competitive prices for own products or services . 

Pro tip: Conduct a SWOT analysis for each competitor. This structured approach helps you systematically evaluate their competitive position and identify areas where you can capitalize on opportunities or mitigate threats.

Identify what makes you unique 

After dissecting your competitors’ products, turn your attention to your own. Thoroughly explore the distinctive qualities, features, and characteristics that set your product, service, or brand apart from others in the market. 

Here are some things you should pay attention to: 

• Strengths. What are you exceptionally good at? This could include specialized skills, unique resources, or a particular expertise that gives you a competitive advantage. 
• Unique features. If you’re selling a product, identify any unique features or attributes of your product or service. This could be innovative technologies, exclusive designs, proprietary formulas, or any other elements that make your offering stand out. 
• Quality. Evaluate the quality or performance of your product or service. If it exceeds industry standards or offers exceptional value, this can be a key differentiator. For example, Wiza , a B2B sales prospecting platform differentiates itself from competitors by highlighting that its email verification tool has a 99% accuracy.

• Customer-centric approach. Consider how your business prioritizes and meets the needs of your customers. Exceptional customer service , personalized experiences, and/or tailored solutions can be powerful selling points. 
• Market niche or specialization. If your business serves a specific niche or specializes in a particular aspect of the market, highlight that in your UVP to position yourself as the go-to provider for a specialized audience.  
• Brand personality. Assess the personality and values of your brand. If you have a distinct brand identity with a compelling story, mission, or set of values, emphasize these elements as part of what makes you unique. 
• Social responsibility. If your business emphasizes sustainability practices or engages in socially responsible initiatives, highlight these efforts. Showing that your company is eco-friendly and environmentally conscious can endear people with the same values.

Pro tip: Conduct a SWOT analysis of your brand, too — the same way you did for your competitors. 

Craft a clear and concise message

At this point, you know who your target audience(s) is, the ins and outs of your competitors, and what makes your product unique. The next step is to distill all this information into a brief and impactful statement that communicates the unique benefits and value you offer in a way that’s easily understood and memorable. 

As you iterate through different UVPs, here are some best practices to keep in mind:

• Simplicity and clarity. Use straightforward language that’s easy to understand. Avoid complex jargon or technical terms that might confuse your audience. The goal is to create a statement that people immediately understand when they read or hear it. 
• Focus on core value. Zero in on the key value proposition you want to communicate. Keep your message focused on the primary benefit or advantage that matters most to your target audience and sets you apart from competitors.
• Eliminate unnecessary details. Your UVP will likely be way too long on your first attempt, but that’s okay. Once you have a first draft, streamline it by removing unnecessary details. Instead of making an exhaustive list of features, highlight the most compelling reason why customers should choose your brand. 
• Emphasize the customer. Your UVP is not about your brand; it’s about your customer. So instead of saying your brand does “X” and “Y” exceptionally well, clearly articulate how “X” and “Y” can solve a problem, fulfill a need, or improve the lives of your target audience. 
• Use powerful language. Choose words that evoke emotion and resonate with your audience. Persuasive language that conveys a sense of urgency or exclusivity can be particularly effective at helping you create a memorable impression. 
• Consider the medium. Tailor your message to the medium through which it will be communicated. Whether it’s a website headline, a social media post, or a verbal pitch, adapt the language and length of your UVP to suit the medium while maintaining clarity. 
• Test for understanding. Test your message with a sample audience to ensure that they easily understand and resonate with it. Adjust your wording based on feedback to improve its effectiveness.
• Repeatable. It’s best if your UVP is like a catchphrase: repeatable and memorable. Ideally, your audience should be able to recall and communicate your UVP to others. This increases brand recognition and word-of-mouth marketing. 

Let’s go back briefly to Nike’s UVP, Just Do It . It started as a marketing campaign in 1988 and its enormous success caused Nike to adopt it as a tagline for the business. Now, Just Do It is on Nike’s website, on multiple products, and their social media profiles. 

Integrating your Unique Value Proposition into your website, social media, and other marketing channels can help you build brand consistency, reach a wider audience, and reinforce the unique benefits of your product or service. 

Here’s how you can do this: 

• Hero section or homepage banner. Feature your UVP prominently on the homepage using a compelling banner or hero section, so it’s one of the first things visitors see when they come to your site.
• About Us page. Provide a detailed explanation of your UVP on your About Us page. Share the story behind your brand and how your UVP addresses customer needs.  

Social media 

• Profile bios. Update your social media profile bios to include your UVP (or a concise version of it). Use the character limit judiciously to convey your message. 
• Posts and updates. Infuse your UVP into your regular social media posts and updates. Use visuals, hashtags, and captions to center your UVP, as Nike did with this tweet: 

Email marketing 

• Subject lines. Incorporate elements of your UVP into email subject lines to grab your subscribers’ attention. Relate your UVP to the value they can expect from opening the email.
• Email copy. Integrate your UVP within the body of your email messages by articulating how your product or service can address the recipient’s needs or problems. 

Content marketing

• Blog posts. I ntegrate your UVP naturally within your blog content . Use storytelling or case studies to illustrate how your product or service embodies your unique value. 
• eBooks and whitepapers. If you create longer, more in-depth content like eBooks and whitepapers, weave your UVP into them by clearly demonstrating how your solutions differ from others in the industry.

Product creation 

If you sell physical products, incorporate your short and memorable UVP into your product design. For example, if you make custom shirts, emblazon your UVP across the front, back, hem, or arms of the shirt. If you can’t put the UVP on the product, include it in its packaging. 

Online advertising 

• Ad copy. Craft ad copy that succinctly communicates your UVP. Whether it’s a digital display ad or a print advertisement, focus on the key message that sets you apart. 
• Visuals. Use visuals that support or enhance your UVP. The images and graphics you post should align with the unique benefits you’re promoting.  

In-person events 

• Booth displays. If you participate in trade shows or events, design booth displays that prominently feature your UVP.
• Networking and presentations. Include your UVP in your networking conversations, slide decks, and presentations. This allows you to communicate your unique value to potential partners, clients, or investors. 

Nike’s Just Do It isn’t the only successful UVP there is. Tons of other companies have created effective UVPs that have carried them through the years. Here are three other examples of successful UVPs and why they work: 

Apple – Think Different 

Just like Just Do It, Think Different, on its own, is a pretty vague statement. But when you think about the history of Apple, its innovative former CEO, Steve Jobs, and all the amazing technology the company has put out since its inception, you’ll understand why Think Different makes sense as Apple’s UVP. 

When Steve Jobs released the Think Different ad in 1997, Apple was selling the MacIntosh, which was a simple personal computer. But the slogan promised much more than a PC. Apple used this slogan to tell consumers that it’s taking a novel approach to technology and that buying Apple’s products is a chance for them to become part of the revolution. 

The Think Different slogan also appealed to creative tech professionals who were looking to pioneer a new wave of technology. It said to them, “Come work at Apple; we need people like you who think differently to help us bring our vision to life.”

Fast forward 27 years later and Apple has now established itself as a leader in the technology industry. The company’s dedication to innovation, introduction of mindblowing products, and outstanding customer service have earned it a loyal customer base. 

Lesson: What’s the core reason you provide the product or service that you do? Highlighting this reason in your UVP can help you speak directly to people who share the same values as you. 

Amazon – Earth’s most customer-centric company

Of all of Jeff Bezos’ annual letters to shareholders, my favorite is the 1997 letter , where, after describing the long-term goals of the company, he emphasized how Amazon plans to leverage the Internet to serve its bibliophile customers. 

In the letter, Jeff Bezos writes, “From the beginning, our focus has been on offering our customers compelling value. We realized that the Web was, and still is, the World Wide Wait. Therefore, we set out to offer customers something they simply could not get any other way, and began serving them with books. 

We brought them much more selection than was possible in a physical store (our store would now occupy 6 football fields), and presented it in a useful, easy-to-search, and easy-to-browse format in a store open 365 days a year, 24 hours a day… We dramatically lowered prices, further increasing customer value… Repeat purchases and word of mouth have combined to make Amazon.com the market leader in online bookselling.”

Amazon’s UVP, which doubles as its mission, centers around customer service, convenience, and a vast selection of products — all of which Amazon has aspired to for nearly 30 years as seen in Bezos’ letter. 

Now, Amazon is the go-to marketplace for just about anything — books, toiletries, clothes, skincare, home appliances, etc. — and its reliable delivery service and amazing customer service team only serve to improve the shopping experience for its loyal customers. 

Lesson: Focus on your customers. Every step you take, product feature you release, and service package you offer should benefit your customers somehow.

Uber – The smartest way to get around 

Uber takes the classic “Identify a problem, provide the solution” approach to its UVP. Without explicitly saying it, Uber reminds you of how deeply inconvenient it is to find and book a traditional taxi. 

You’ll have to make multiple phone calls to impassive dispatchers in hopes of finding a taxi, and when the taxi arrives, you have to explain to the overworked driver how to get to where you’re going. when you manage to get there, you have to pay cash — which isn’t ideal because sometimes, you may not have enough cash or the cabbie may not have change. 

It’s a frustrating experience. 

But Uber offers a more streamlined alternative. With just a few clicks, you can get a car to come directly to you, with the driver knowing exactly where you’re going. And when it’s time to pay, you can go cashless, so you don’t have to worry about not having enough bills.

It is the smartest way to get around. 

Lesson: Distill all the benefits of your product or service into a single statement. 

Here’s a comprehensive template you can use to craft an effective UVP for your brand, product, or service: 

[Your business name]

[Your product/service name]

Step 1: Identify your target audience

• Description:
• Demographics (age, gender, location, income, etc.)
• Psychographics (interests, values, pain points, etc.)
• Needs and wants:
• What are the primary needs and wants of your target audience related to your product/service?
• How they use your product/service:
• Describe how your target audience will use your product/service to solve their problems or meet their needs.

Step 2: Conduct competitor analysis

• Competitor 1:
• [List the competitor’s strengths]
• [List the competitor’s weaknesses]
• Competitor 2:
• [Listthe competitor’s weaknesses]
• [Add more competitors as necessary.]

Step 3: List the key features of your product or service:

• [Feature 1]: [Brief description of the first key feature]
• [Feature 2]: [Brief description of the second key feature]
• [Feature 3]: [Brief description of the third key feature]
• [Include additional key features as necessary]

Step 4: List the benefits customers get from your product/service: 

• [Benefit 1]: [ Explanation of the first primary benefit to the customer]
• [Benefit 2]: [Explanation of the second primary benefit to the customer]
• [Benefit 3]: [Explanation of the third primary benefit to the customer]
• [List additional customer benefits as necessary]

Step 5: Describe what sets your product/service apart from competitors:

• [Differentiator 1]: [Explanation of the first key differentiator that sets your offering apart]
• [Differentiator 2]: [Explanation of the second key differentiator]
• [Differentiator 3]: [Explanation of the third key differentiator]
• [Include additional differentiators as necessary]

Step 6: Define your Unique Value Proposition

• [Create a clear, concise statement that combines your target audience’s needs, how your product/service meets those needs, and what distinguishes it from competitors.]

Step 7: Validate your UVP

• Feedback gathering method:
• How will you gather feedback on your UVP (e.g., customer interviews, surveys, focus groups)?
• Adjustments:
• Note any adjustments or iterations made to your UVP based on feedback received.

For even more free templates check out the guide below!

There are about 350 million companies worldwide right now, and the products and services each of them offer vary across industries. However, if you offer digital products like online courses, eBooks, and paid communities, Thinkific is a great platform to use to help you decide on your unique value proposition. 

This may seem like a bogus statement to make, but the truth is that the tools you use to make your offers play a significant role in how you position your products in the market. If your tech stack doesn’t allow you to incorporate Virtual Reality into your products, then VR can’t be a part of your UVP. This means that competitors who use VR in their products might have a competitive advantage over you. 

If you choose to use Thinkific to create and sell online courses, and build a thriving community, you’ll get access to a myriad of scalable features that can differentiate you from your competitors. These features include: 

• Stunning course templates designed by experts;
• Drag-and-drop course builder, so you can design your courses the way you want;
• Interactive elements like gamification, simulations, quizzes, assessments, and surveys to keep learners engaged and boost their retention;
• Customizable website and landing page themes, so you don’t have to create your site from scratch;
• Marketing and eCommerce features to help you sell and promote your digital products;
• Optimized checkout options, so customers can pay you from anywhere in the world;
• Community-building tools to encourage collaborative learning and foster human connections;
• Ability to monetize your community by selling gated content, selling as an add-on to a course, or selling as a standalone product;
• Robust analytics to gain insights into student progress and engagement;
• Custom mobile apps for your online courses and communities;
• Access to 80+ apps in the Thinkific App Store to improve engagement, boost sales, and customize your learning environment.

Want to check out Thinkific? Sign up for the free plan today . 

Althea Storm is a B2B SaaS writer who specializes in creating data-driven content that drives traffic and increases conversions for businesses. She has worked with top companies like AdEspresso, HubSpot, Aura, and Thinkific. When she's not writing web content, she's curled up in a chair reading a crime thriller or solving a Rubik's cube.

• 10 Best Marketing Courses
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How to Deliver a Value Proposition That Drives Business Growth

“So, what do you do for a living?” This might be a question you ask as an icebreaker to get to know others.

However, if you’re on the receiving end of this question, your answer could possibly initiate the beginning of a new referral for potential clients or centers of influence.

Always be prepared to respond with a clear and concise value proposition. Give a response that goes beyond a basic job title, explaining why you do what you do and how it offers value to your audience.

What Is a Value Proposition?

A value proposition is a clear, concise statement summarizing who you serve, what you do for them, and why they need you. A value proposition makes a promise to your market segment and offers easy-to-understand reasons customers should choose to work with your firm.

A financial advisor value proposition must be relevant to the clients that you want to attract and serve; credible and simple for clients, prospects, and the media to understand and trust; and unique to you and your financial advisory practice.

Why Do You Need a Clear Value Proposition?

A well-defined, easy-to-find value proposition can drive growth, especially for small businesses that might not have the name recognition of larger brands. This simple statement should clearly communicate the benefits you offer, helping clients determine if your firm is right for them.

For financial advisors, having a unique value proposition helps you differentiate your financial planning, wealth management, or estate planning services for your target market.

Grab the Attention of the Right People

Prospective clients spend mere seconds on your website deciding whether to leave or explore further. A compelling value proposition, front and center, encourages visitors to linger on your site longer than the average 54 seconds that is spent on most financial services websites.

Your value proposition should impact every part of your outreach efforts, even if indirectly. Value-centered messaging can encourage visitors to click through your social media post, ad, or email link to learn more about your business. You can use your value proposition to start a conversation surrounding industry expectations, changing client needs, and more.

An effective value proposition appeals to your targeted potential clients and tells them why they need you.

Enhance Community Marketing Efforts

Independent financial advisors miss a tremendous opportunity to be relevant and connect to their target audience when they offer a weak value proposition—or no value proposition at all. When your value proposition clearly defines the community you serve, you reinforce your community-based marketing efforts .

Establish Enduring Principles for Operating Your Business

Your value proposition is your business’s North Star and part of your business plan, guiding decision-making and planning initiatives. A well-defined declaration helps you chart a straight course forward.

Your firm’s value proposition should become the underpinning of both the client and employee experience.

These principles should be the “why” behind every decision you make—from what technology you put in place to what services and product offerings you provide.

Give Your Team Reasons to Be Proud

A value proposition informs employee conduct and helps establish your firm’s culture. If your employees truly buy in to your value proposition, they will provide a more unified, branded front.

A solid value proposition is a great motivator and, on challenging days, a reminder of why you do what you do. Make your team proud to work with your company, and they are likely to become more than just employees—they’ll become advocates for your firm.

How Do You Write a Value Proposition?

If you haven’t formulated your value proposition or need to update the one you have, now is the right time to get started. Here are the best practices for creating a strong value proposition to help you get moving in the right direction.

1. Understand Your Client

It’s imperative you understand what resonates with your ideal client. Don’t assume you know the answer and skip this part. Uncover what truly matters to your target audience by speaking with existing clients that best represent the types of investors you want to attract.

Find out why they chose to work with you instead of other advisors. What do they like best about your relationship? Where do they think you could improve?

Often times advisors expect clients to reference their savvy financial advice, timely investment advice, tailored solutions that optimize cash flow, expertise on niche financial situations, or financial life strategies. The reality is often much more personal. 

Your clients will appreciate that you value their opinion, and you’ll come away with important insights to help you understand the demographic of your ideal client base. Use the insights gained from these discussions to inform your marketing efforts going forward.

2. Understand Your Unique Offering

What makes you different than other financial advisors? Do you have a special story, a shared interest, or provide services like no other in your community? To answer these questions, you’ll need to understand yourself and what you bring to the table. 

You don’t have to limit yourself to looking within; you can draw from your research in the previous step. What drew clients to you, made it easy to work with you, or made them stay with you? In their eyes, what made you unique? Your value proposition is an opportunity to tell your story and create a stronger connection with your audience.

3. Focus on Your Clients’ Needs and How They Benefit

Finally, as you put it all together, focus on what the customer gets out of your service—not on the service itself. What will prospective clients care about? How do you help clients? 

Connect emotionally, but be practical. Clients want to feel good about working with you and are looking for high-quality service. Demonstrate your values and be clear about how they will benefit from choosing your firm.

Where should you use your value proposition?

Use your value proposition wherever you can! The value proposition is the cornerstone of financial advisor marketing . Use language from it in all your marketing materials and in your “About Us” boilerplate. Use a simplified version as part of your professional bio for spaces like LinkedIn, as well as times when you do things like host a webinar or guest start on a podcast. 

In many cases, you won’t use your value proposition in its entirety. Select a few core concepts and include them in your communication efforts. The more often people see you referencing these words and ideas, the more they will associate them with your brand. Websites, social media ads, brochures, and presentations should all stem from your value proposition.

Value Proposition Template

You want your value proposition to stand out and be totally unique. To be effective, there are four things your value proposition should communicate to your audience.

• Resonate: Clarify your ideal client and how your firm is uniquely positioned to help with their financial needs.
• Differentiate: Define how you will deliver uniquely positioned services and benefits designed to help solve their challenges.
• Demonstrate: Highlight why clients should work with you rather than someone else.
• Substantiate: Illustrate the outcomes clients can expect and touch on the benefits that matter most to them.

Here is a simplified value proposition template you can start with:

"I help __insert target client persona (ex. women business owners) . __

with __insert your top offerings (ex. with investment management and retirement planning for themselves and their small business) __ ,

so they can __insert why they need you (ex. focus on their business, stress less, achieve their financial goals, etc.) _ .

Get the Value Proposition Worksheet

This Value Proposition Worksheet can help you create a more robust value proposition. You’ll find financial advisor value proposition examples that illustrate how key components come together to provide differentiation and offer clients peace of mind.

As you consider your value proposition, keep in mind what kind of new clients you want to work with. Don’t waste valuable time and resources trying to engage an audience that doesn’t contain potential clients for you. You want to focus on and impact your ideal client . 

Learn More About Marketing Tools to Build Your Business

So, what will you say next time someone asks you what you do for a living? We hope you’ll say more than “I’m an investment advisor.” or “...financial planner” .

Your value proposition is a promise you’re making to your audience and a key element of your overall marketing plan. But there are many other important marketing components that help you build your brand, generate business, differentiate yourself in a crowded marketplace, enhance authenticity, and increase impact.

Learn more about key marketing tactics in our new guide, Marketing Matters in Every Business Environment . 

To hear more about how our industry-leading platform can benefit your business, reach out to one of our consultants today.

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