- A value proposition is a succinct explanation of both the functional and emotional benefits your product or service provides to customers. It’s not just who you are and what you do differently (your positioning)—it’s also how you solve their problem and why they should choose you over the competition. Think of it as the promise of what customers will receive if they buy from you.
- Your value proposition is part of your brand messaging hierarchy: your tagline is the big idea, your value prop supports that big idea, and your brand messaging pillars tell stories that support your value prop.
- To write an effective value proposition, you need to understand your Brand Heart, know your target personas, and clearly identify both functional benefits (what your product does) and emotional benefits (how it makes people feel). Your value prop should speak to customers’ core needs and demonstrate clear value that differentiates you from competitors.
Read more → How to Write a Value Proposition (With Less Stress)