A value proposition is a short statement that outlines why customers should choose your products or services instead of your competitors. It can also help you stand out from the crowd and increase conversions.

In this guide, we’ll walk you through how to write a successful value proposition. Read on to start learning with Adobe Express today.

What is a value proposition?

A value proposition is a statement that outlines the benefits and value that your products or services offer to potential customers. A good value proposition can differentiate your brand from competitors and make it clear why you’re the best choice.

It’s important to note that a value proposition differs from a mission statement. A value proposition outlines what you offer to customers, and why they should choose your brand, while a mission statement outlines the values of your organisation.

Key features of a value proposition.

Your value proposition can be presented in different ways, but all good value propositions typically feature the same elements. These include:

• Target audience. Identifying your customers is a crucial part of your value proposition. Think about what customer segment your products/services are best suited for and whose problems they will solve.
• Benefits and features. Clearly outlines the unique benefits that your product or service provides to customers. Think about how these differ from your competitors.
• Products and services What is your brand promise?
• Execution. Can you deliver on your value proposition?

5 examples of a value proposition canvas.

How to write a value proposition.

Writing a value proposition can seem a little daunting. However, with a few expert tips you should be able to pull together a successful value proposition in no time. Just follow our step-by-step guide below.

Step 1. Set up your value proposition canvas.

A value proposition canvas is a framework that can help tackle the core challenge most businesses face by creating compelling products customers actually want to buy. For example, instead of just telling people how great your product is, a value proposition canvas aims to understand customer problems and produce products or services that solve them.

A value proposition canvas consists of two main parts:

• Customer profile. This section focuses on understanding your customers. It identifies the jobs (tasks they are trying to get done), pains (any challenges or obstacles they may face) and gains (benefits or positive outcomes they hope to achieve).
• Value map. This section focuses on how your product or service will address customers needs. For example, how it will relieve their pains and fulfil their gains. Essentially it shows the value your product or service will provide.

Your value proposition canvas should establish a clear fit between what the customer wants and what your product/service can offer.

Not sure where to start? You can use an infographic template to build out your canvas and fill in the different sections to get a clearer idea of what your value proposition looks like. This can then be used in future business meetings or presentations.

Step 2. Identify your customer’s problem.

An essential part of your value proposition is identifying a problem or need your customers face. This will require you to have a thorough understanding of your target audience and their needs. It may help to conduct some research here to figure out any specific requirements and desires of your target audience.

Step 3. Evaluate your business, product or service.

The next step is to evaluate how the product or service your business is offering is going to provide a solution to your customers needs. For example, an online clothing shop may sell clothing in a wider range of sizes compared to other retailers. This can appeal directly to customers who may be searching for more diverse options.

Step 4. Identify your unique value proposition.

Most businesses have competitors that offer similar products or services. For example, an online clothing shop may face competition from other shops who are selling better designed clothing. Sometimes it isn’t enough to just simply solve a problem. That’s why it can help to have a unique value proposition (UVP).

A unique value proposition is something that truly sets you apart form the competition. Think about what makes your business unique. The answer will be different for every brand.

Step 5. Write up your proposition.

Once you’ve identified a problem your customers face and a solution your business can offer, along with a UVP that helps your business stand out from competitors, you should have everything you need to write a solid value proposition.

6 editable value proposition examples for UK businesses.

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Good to know.

When should you create a value proposition?

You can create a value proposition whenever you introduce a new product into the market or enhance an existing one. A value proposition can help provide a better understanding of what the product offers and how it benefits your target audience, which can make it easier to communicate its value to customers.

What is an employee value proposition?

An employee value proposition is the value an organisation offers employees in return for their skills and experience. This can include rewards, company culture, values and more. A strong employee value proposition can help a company market themself to prospective talent and retain employees in a competitive job market.

What is an example of a good value proposition?

Uber is a great value proposition example. They offer customers a convenient way to get around, while pointing out how their service is superior to taking a traditional taxi. For example, the Uber homepage highlights how easy it is to book an Uber, all you do is tap and a car comes directly to you. There’s no need to worry about having enough change either, as the payment is completely cashless.

Is Adobe Express free?

Yes, our free plan offers many core features including thousands of templates, photo editing and effects, animation, and 2GB of storage. See our  pricing page for details and to compare plans.