How to Create a Compelling Value Proposition

When a potential customer visits your website, you have a very limited amount of time to convince them they should stick around.

You know your company offers an outstanding product or service. You believe in your company’s mission, and know that you can meet your customer’s needs better than any of your competitors.

You may have all the confidence it takes to close a sale, but how will you convey your confidence to your potential customers in 15 seconds or less?

These 10 value proposition examples exhibit some of the best qualities of a compelling pitch right off the top.

Their simple, straightforward messages get to the point before anyone has to scroll down, and they are quick to let website visitors know exactly which problems they will solve.

It looks simpler than it actually is to create a great value proposition, but that’s kind of the point.
You want your value proposition to be easy for people to understand quickly, but getting to the heart of your company’s value takes a bit of reflection and insight.

The Foundation of Your Value Statement

Mission and Vision

When you develop your company’s value proposition, it is important to have a solid understanding of where you are now, and where you want to go in the future.

This is a good time to revisit your mission and your vision for your company, as it will inform how you serve your customers.

To clarify, your mission is the who, what, and why of your company. What services do you currently provide to your customers, and what problems do those services solve?

Your vision is more about where you would like your company to be as a result of successfully working toward your mission.

Do you want to be the top-grossing company in your category?

Do you want to receive a five-star rating on Yelp?

Maybe your company is a nonprofit that feeds homeless people, and your vision is for no one in your city to be hungry.

Whatever your vision is, it needs to be a part of your value proposition development.

When you know your mission and vision without question, this will form the base of your promise to deliver.

Even if your product or service is very straightforward, the nuances behind your purpose and motivation will make your company stand out from your competitors.

Core Values

Your core values are the guiding principles by which you function in your daily life and operate your business.

Do you believe in an ethical business that puts the planet first? Are you highly focused on family?

These elements of who you are develop the core values of your company and determine the way you approach every part of business, which is why it is vital to understand your core values when creating your value proposition.

This, along with your mission and your vision, will be the foundation of your brand.

Build From the Ground Up

Understanding Customer Needs

You have the foundation set.

You know exactly who you are as a business. Now it is time to understand your customers.

You absolutely love your business, and you are incredibly enthusiastic about the products you sell or the services you provide.

But in the end, it is not about you. It is about the customer.

You need to get to know exactly which problems your customer is looking for you to solve, and how they would like you to solve them.

To do this, you could directly interview them by asking simple questions, or you could ask them to take a survey.

However you acquire this information, make sure you pay attention.

Understand Your Competitors

In order to differentiate your business, you need to understand what exactly your competitors offer.

Get to know their services, their values, and their personality.

Do some research about your competitor’s history, and try to get to know their customers.

Being aware of what your potential customers love about your competitors will help you know what you can improve upon.

Do not skip the highly important steps of getting to know your potential customers and your competitors.

Having a firm grasp on your mission, your vision, and your core values is the foundation of your value proposition.

Thoroughly understanding your customers and competitors provides the framework.

Tying it All Together

Your solution is better than any other solution, but why? Once you have all the other information you need in order to build your value proposition, this is the final question to answer.

Having contemplated all the other details of your company should give you a pretty good idea of what exactly makes your products or services better than the rest.

Now it is time to put all the information together and create a value proposition that cannot be ignored. All you need to do is sum everything up.

Communicate how you will solve customers’ problems in a way that stands out from the rest.

Do this in a way that they can quickly and easily understand, and you have a compelling value proposition that will draw customers in, starting conversations that will end in sales.