Value proposition: what it is and how to do it

If you are looking for your business, company or service to stand out from the competition; Creating a value proposition proposal, and integrating it into your marketing strategy, could be an advantage to stand out and achieve your objectives.

By creating a value proposition you will be making a declaration of intent. In other words, you will be telling your customers why they should choose you instead of the competition.

What is a value proposition and what is it for?

A value proposition seeks to show, in summary, the tangible benefits or results that customers can expect when they use your products or services. It focuses mainly on the features that help the business, product or company stand out from the crowd and the unique value you provide.

It should be noted that a value proposition is not a slogan or a statement of your mission or vision . The value proposition should appeal to the desire to help your customers and explain the reasons why your products or services are the best option.

Why is it important to have a value proposition?

On many occasions, some companies use the value proposition as an internal resource to align their marketing objectives and efforts. Still others see it as a customer-oriented document, highlighting the unique characteristics of their offer. Regardless of how you use it, a clear and compelling value proposition can benefit your business.

The above is possible, since the value proposition provides a better understanding of your customers and how your services and products meet their needs . Likewise, it helps highlight the important features that differentiate you from other solutions on the market.

A value proposition can:

  • Support your sales and marketing efforts.
  • Ensure consistency and clarity of your brand messages.
  • It would help you attract relevant potential clients.
  • It will improve engagement with your customers. 

How to make a value proposition?

As we mentioned at the beginning of this article, a value proposition perfectly grounded and adapted to your services or products can become a great success factor for your company. However, creating a fairly powerful value proposition is a challenging task.

Below, we share some tips that will help you create an effective value proposition.

Before getting down to work, it is important that you keep in mind some questions that could serve as a basis to better develop your value proposition.

Ask yourself:

  • What does my brand offer?
  • What work does the client hire my brand for?
  • What companies and products compete with my brand to do this work for the client?
  • What differentiates my brand from competitors?

Steps to create a value proposition

  1. Know your clients

Before creating your value proposition, you must analyze the market and potential customers. Identify your target customers and target market segment to better understand the benefits you want.

  1. Understand your costs and benefits

Identify and evaluate the benefits delivered by your company, products or services, along with the costs to use them. It's important to do this because the value to your customers is essentially the difference between the benefits and costs of your product or service.

  1. Don't forget about your competitors

After analysis of target customers and your own company, evaluate the competitive landscape in the market. Determine the strengths and weaknesses of your main competitors and identify ways you can differentiate your business from them.

  1. Be clear and concise

Don't forget that a value proposition must be clear and concise. Your target customers must quickly grasp the message you want to convey. You should not exceed two or three sentences.

  1. Analyze and choose a good design

Make your proposal visible and attractive in all marketing materials, such as your website. Remember that if you have created a powerful value proposition, but no one can see it, it will not do you much good.


Finally, it is important to highlight that the development of a value proposition is a vital part of a company's commercial strategy. Since the proposal provides the company with a method to influence the decision making of its customers.

Furthermore, a perfect and compelling value proposition can improve the effectiveness of the company's marketing strategies. It is generally considered the most effective and far-reaching marketing activity.

Without a doubt, a strong value proposition can be the difference between closing a sale and losing a customer to your competition. If you can't show value to your customers, why should they give value to your offering or choose you?

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