The value proposition is a foundational element of a company's go-to-market strategy. Learn the elements of a good value proposition and the steps for writing one below. We'll also cover how a value proposition differs from a mission statement and provide four compelling and inspiring examples.
Understanding value propositions
A value proposition states the unique appeal of your company's goods or services in a way that is compelling to the target customer.
The elements that contribute to a strong value statement also underpin your marketing strategy. They include:
- Deep understanding of the customer and the customer's needs
- The benefits or features of a product that solve a primary problem for the customer
- Aspects of the product that are unique relative to the competition
Marketing materials don't always use the value proposition verbatim, but taglines, slogans, and artwork should align with it thematically. If marketing content begins to stray, it could mean the value proposition is too limiting or no longer resonates with customers.
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