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How to Write a Value Proposition

Tuesday, April 11, 2017

Communicating value is one of the most crucial components of any brand-building or repositioning effort. While yes, the proof is found in its proverbial pudding, consumers need a little bit more to go on before definitively choosing your product or service. This is where a well-written value proposition comes in handy. It’s the hook, the promise that reels your buyer in, and when effectively executed, captures their long-term attention.

Ok, so, what is a value proposition? 
A value proposition is a clear, concise, compelling statement of brand value. A promise of quantifiable qualities and benefits geared toward easing your consumer’s greatest pain. Well-written value propositions paint vivid, easily understood pictures of what a brand has to offer, consistently, time and time again. Value propositions are not slogans and should require no additional explanation. Often, your value proposition is the first big chance you’ve got to impress your consumer—and as we all know, you never get a second chance to make that favorable first impression.

Got it. Now what?
Now that you know what a value proposition is, let’s talk about how to write one. Before getting started, you’re going to want to do some preliminary work. You’ll need to figure out exactly who your buyers are, where their pain points lay, and in what ways your product or service quells them. Once you’ve got that data nailed down, take inventory of all the ways in which your brand surpasses promises made by your competitors.

And now you’re ready to write. Here’s how:

1. Find your raison d’être.

Why did you even go into business in the first place? What initial spark of inspiration led you to action? What’s kept you going all this time? What’s gotten you to where you are right now? How does the product or service you’ve constructed reflect this? What words or phrases can you use to describe your x-factor? How do these chosen words or phrases align with the needs and values of your consumer? Jot down your answers and see which ones stand out. 

2. Identify optimal consumer benefits.

Is your product the most efficient? The most powerful? The most user friendly? Cost effective? Do you have a hold on some patent or other intellectual property differentiating you within your market? Is your brand trustworthy? Does your product or service enhance the buyer’s quality of life in some significant way? If you answered “yes” to any of these questions, make a list. Be specific.

3. Link your raison d’être, consumer benefits, promised value and competitive edge.

Take your findings from steps 1 and 2, and use them to create a few simple sentences that connect into one cohesive idea. Bear in mind that the best value propositions avoid trendy or overused marketing buzzwords and clearly communicate what they have to say within 5 to 8 seconds, tops.

4. Write your headline.

All successful value propositions start off with a memorable headline, showing your consumer in no uncertain terms, exactly the kind of value your brand offers. Short and sweet wins the race here, so choose your words wisely. And it’s ok if your headline isn’t the most creative thing ever written in the history of humankind—just make sure it’s clear, honest, and written in words you can live by. 

5. Write your sub-heading.

Your sub-heading should consist of a short 1 to 3 sentences which expand upon the idea presented in the headline you just wrote. Provide specific examples of how your brand delivers value, either in mini-paragraph form or using bullet points. Generally speaking, your value proposition will be displayed on the landing page of your website and in easy-to-spot spaces on other relevant consumer touch points (like postcards, brochures, email newsletters, banners, et cetera) with the subheading displayed directly below its headline. 

6. Publish. Test. Iterate.

Once you’ve come up with something you feel good about, test it out. Show it to your partners, colleagues, advisors, employees, and show it to your most loyal, trusted brand advocates. See how they respond. Tweak or rewrite as deemed necessary.

So there you have it, your own unique brand value proposition in 6 easy steps. Let your consumer know exactly what your brand is worth by communicating its very most outstanding benefits and offerings. Don’t forget to keep your target customer in mind when choosing appropriate copy style and vernacular. Give them what they want, say it in a way they’ll rally for, and see how your brand buzz energizes. 

Happy writing everyone!!!


Veronika Sprinkel was born into this world with ten fingers, ten toes, and a twinkle in her wide precocious eyes. She is the Founder of Veronika Sprinkel Ink., a Boulder-based brand storytelling and copywriting boutique. VSI clientele includes The Kitchen, Atomic20, Colorado Haiti Project, Boulderganic Magazine, Clean Eating magazine, and countless others looking to accelerate professional growth through effective narrative messaging. Veronika is a graduate of the Deming Center for Entrepreneurship’s Ideas2Action bootcamp and the Interlochen Arts Academy. She is a One World Summit Contributor and holds a donor subsidized Artist’s Membership at MCA Denver. Veronika’s blog, The World According To Veronika Sprinkel, is read widely across six continents. In spare time, Veronika works on fine art photography projects, studies old-world natural wine production, takes long, deliberate bike rides and strolls around Boulder with Pablo, her beloved, formerly-stray New Mexican rescue hound. Check out her LinkedIn profile here and her website here.

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