How to Write a Value Proposition That Works 

Key Takeaways: 

• The best ones are short, clear and customer-focused.
• Frameworks make writing them easier.
• Big brands prove clarity beats jargon. 

Your value proposition is the foundation of how your brand connects, converts and competes. But too many companies fall back on buzzwords, vague benefits and product features that don’t connect with customers. 

In this blog, we’ll explore why some value props fall flat and why others resonate. You’ll learn the simple traits all winning value propositions share, proven frameworks to make writing yours easier and costly mistakes to avoid.

What Is a Value Proposition?

A value proposition is a concise statement that explains three things:

• What you offer
• Who it’s for
• Why it matters

Your value proposition is the basic promise at the center of your brand strategy, capturing the unique benefit you deliver in a way that’s simple and compelling. Sounds easy, right? Don’t be fooled. Creating a value proposition is a challenging task.

Simon Sinek Says Start with Why¹

In his book Start With Why, leadership expert Simon Sinek argues that people don’t buy what you do—they buy why you do it. The same principle can apply to value propositions.

Anchor your value proposition in your heart—your Why—those deep beliefs that inspire your staff and drive your business.

Why a Strong Value Proposition Matters

A clear value proposition sets the direction for your entire brand. It can:

• Differentiate in a crowded market. Buyers today are bombarded with choices. (Just take a stroll down your local grocery store cereal aisle to see all of the dizzying options.) A strong value prop cuts through the noise by showing why you’re the best fit. 
• Align your messaging. Imagine a world where sales, marketing and leadership can all rally around the same promise. (It's a lofty goal, but it can be done.)
• Build trust and credibility. By focusing on outcomes, your value proposition tells buyers you understand them and what they need most.

Without a strong value proposition, businesses risk blending into the background with language that could belong to anyone on the market.

What’s Your Unique Ability^®?²

Business coach Dan Sullivan of Strategic Coach is best known for his “Unique Ability^®” framework. It’s the idea that every person has unique characteristics, passions and strengths.

When you apply his approach to value propositions, you identify what makes your company unlike any other. 

Proven Value Proposition Frameworks

There’s no one single formula for writing an effective value proposition. But there are a few proven frameworks that can help you get there. Here are two:

A Classic Formula

For [target audience], [brand] provides [solution] that delivers [benefit].

Here's an example: For small business owners, QuickBooks provides easy-to-use accounting software that saves time and reduces stress. 

Problem → Solution → Outcome

• Start with the customer’s pain point.
• Introduce the solution.
• Connect it to a tangible, desirable result.

Here's an example: Managing patient records is tedious and time-consuming. Our cloud-based platform automates documentation, ensuring accuracy and freeing up more time for patient care. 

Now, Take the Three Questions Test

Once you have a few potential value propositions that look promising, ask yourself:

• Who is it for?
• What do you offer?
• Why does it matter?

If your value proposition can’t answer these questions in a single, simple statement, it's not your value proposition.

Mel Robbins: Get Straight to the Point³

Author of The 5 Second Rule, The High 5 Habit and The Let Them Theory, Mel Robbins shows how simple, direct, relatable language drives people to act.

The same principle applies to your value proposition. Unnecessary, jargon-heavy words will likely lose your audience. Write your value proposition so anyone can understand it in a few seconds. 

5 Steps to Writing Your Own Value Proposition

Once you understand the frameworks, here’s a process to create a value proposition that’s both strategic and customer-centered:

1. Know Your Audience

   Research their pain points, desires and goals. The clearer you are, the stronger your message will be.

2. Define the Benefit

   Go beyond features. Focus on outcomes like saving time, reducing costs or driving growth.

3. Differentiate Yourself

   Highlight what makes you the best choice. This could be your approach, your technology or your expertise.

4. Keep It Simple

   Use plain language. If your value proposition requires explaining, it’s not finished.

5. Test and Refine

   Share your value proposition with internal teams and customers. Use the feedback to make refinements.

Kat Cole–Make a Consistent Promise⁴

Kat Cole, former President of Cinnabon and current President and COO of Athletic Greens, said, “At its core, brand is a consistent promise first formed by marketing, but over time is shaped by the experience that people have with a company or product.”

In practice, that means pay attention to what customers already love about you. Let your customers tell you your value. 

How to Spot a Brand’s Value Proposition

You might be wondering how to find a brand’s value proposition … some brands are better than others at clearly communicating what they do and why they are different.

To find a brand’s value proposition, try looking at:

• Homepage headline and subheads: Most companies put their value proposition right in the hero section.
• Product or solution pages: The headlines often reference the promise.
• About us or investor pages: Formal versions of a brand’s value proposition often appear here.
• Ads and campaigns: Taglines aren’t value props, but they often echo the same promise. 

Common Mistakes to Avoid

Even the best-intentioned marketers stumble when writing their value proposition. Here are a few common pitfalls to watch for:

• Being too vague.
• Focusing on features or specs.
• Writing for yourself instead of your customer.
• Making it too complex.  

Turn Clarity into Competitive Advantage

A great value proposition is short, clear, customer-focused and representative of something deeper. The best value propositions are anchored in purpose, unique ability, simplicity, customer love and strategic differentiation.

When those elements align, your value proposition becomes your brand’s true north star. Need help refining your brand messaging? Roger West specializes in crafting value propositions that connect and convert. Let’s talk. 

FAQs

What’s the difference between a value proposition and a tagline?
A value proposition explains what you do, who it’s for and why it matters. A tagline is a short, catchy phrase inspired by the value prop but designed for brand recall.

How long should a value proposition be?
One to two sentences at most. It should be long enough to capture your value, but short enough to be remembered and repeated.

What makes a value proposition effective?
Clarity, customer focus, differentiation and emotional resonance. If your value proposition answers, “Why should I choose you?” in a few seconds, it’s effective.

Can a company have more than one value proposition?
Yes. But each one should be tailored to a specific audience segment. For example, you could have a core brand value proposition and supporting variations for different industries. 

References

1. TED, 2009: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
2. 2-Strategic Coach®, 2025: https://www.strategiccoach.com/resources/the-multiplier-mindset-blog/what-is-unique-ability
3. 3-YouTube, 2024: https://www.youtube.com/watch?v=ZUCB3M_1Qp4
4. 4-Airtree, 2025: https://www.airtree.vc/open-source-vc/kat-coles-5-lessons-from-building-global-brands