What’s a Value Proposition? (And How to Create a Good One)

July 16, 2020

A value proposition is a factor that defines what your business is and the unique benefits your business provides for customers. Every company that exists needs a good value proposition in order to stand out among their competitors. Customers need to know why they should choose your business within seconds of visiting your website.

4 traits of a Good Value Proposition

  • Easy to understand
  • Explain what your company does
  • Defines how your business is able to solve a customer’s problem
  • Short & Sweet to the point
Music to Customers' Ears

The shorter your value proposition is, the sweeter it will be to your customer’s ears. The reason for this is that people don’t want to spend a long time on your website trying to figure out why they should choose your company. They should be able to understand within 15 seconds what they’re looking at and decide whether or not they want to do business with you.


Many companies mistake a slogan as their value proposition. The problem with this is that slogans are an audible representation of your brand. It does not define how your company’s unique benefits will solve a customer’s pain points, nor how your business stands out in your industry.

How to Create A Good Value Proposition

Creating a good value proposition will take some effort and thinking. The rewards of your labor will be many, because it will increase lead generation towards your business. Below are some tips how to create a good value proposition.
  • Create an engaging head title that showcases your business.
  • Describe in detail what your customer will expect to get from your business.
  • Explain how your business is different than your competitors.
  • Create a video/image/illustration that emphasizes your message.

Once you complete creating your value proposition, you will begin to see a visible increase in the amount of leads that will accumulate. People will understand what your business is and what it has to offer to solve their problems, and it only gets better from there.

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