How To Write a powerful worth Proposition With Examples

Why do your customers buy from you? What motivates people to choose you, to choose your products over the hundreds of alternatives? What makes your corporation, and your products, better than the rest?

The respond: Your worth proposition.

If you can perfect it, you can boost your conversion rate and enhance your marketing strategies across many channels. Learning to now the worth your corporation delivers in a compelling way is one of the most high-worth, wide-reaching marketing activities.

In this piece, you’ll discover what makes a great worth proposition, how to write a worth proposition, and look at some real-globe examples of distinctive worth propositions.

Plus, a straightforward template with a winning formula you can use to craft your own powerful statement.

What is a worth proposition?

A worth proposition is a concise statement that communicates the distinctive benefits and worth a product or service offers to its target spectators. It highlights the specific issue it solves, the advantages it provides, and why it is superior to its competitors. A excellent worth proposition helps differentiate a business and attract customers.

Three elements of a successful worth proposition 

A compelling worth proposition meets three criteria:

• It’s specific: What are the specific benefits your target customer will receive?
• It’s pain-concentrated: How will your product fix the customer’s issue or enhance their life?
• It’s exclusive: How is it both desirable and exclusive? How well does it highlight your corporation’s competitive advantage and set you apart from competitors?

“At its core, a worth proposition is a commitment you make to your customer post-purchase,” Unbound Merino cofounder Dan Demsky says on discover With Shopify. “You’re essentially saying, this purchase will outperform your expectations and solve the issue that needs solving.”

Don’t confuse brand slogans, catchphrases, or even a positioning statement with a distinctive worth proposition, as they’re different things.

Your worth proposition should focus on the superpowers that potential customers get, not the product. Rarely is your worth proposition the product itself or its features. Instead, it’s the way the brand or product fixes a meaningful pain point, improves the lives of your target economy, and the way it makes them feel (like they have superpowers, for example).

A worth proposition should be front and center when a visitor arrives on your site. Although it’s often found above the fold on the homepage, you should be aware of other ordinary entrance points (e.g., a landing page, category pages, blog posts, and product pages).

Even if you manage to make an effective customer worth proposition, it won’t drive sales if it’s tucked away in a dusty corner of your website or absent on high-purchase-intent pages.

worth proposition formula

The basic worth proposition formula is:

worth proposition = [adjective] [product or service] for [aspiration]

This version of the formula is adaptable enough that any business can use it.

For example, here’s the worth proposition from canned food brand Heyday Canning Co.:

“make flavor-packed meals presto pronto with our line of canned (but never bland) beans.”

contrast that to the worth proposition from underwear brand ThirdLove:

“In-demand bras that make you look great and feel even better.”

At first glance, the worth props from Heyday and ThirdLove couldn’t be more different—one sells beans and the other sells bras—but they actually pursue the same structure. Both worth props position their product as the path to a better life, one in which you look and feel amazing in your bra while you whip up a meal in no period using canned beans.

How to write a distinctive worth proposition

1. comprehend your customer and their voice
2. Focus on clarity before innovation
3. highlight benefits, not hype
4. Use a template

Where to commence writing a worth proposition statement:

1. comprehend your customer and their voice

A excellent worth proposition uses the exact words of your current customers to hook your upcoming customers.

For example, if they were interviewed for a case study, how would your target customers describe your corporation’s product? How does it enhance their lives? How do they describe your corporation? Why do they choose to associate with your brand?

Interview your customers or send out a survey to better comprehend how they talk about you, both to other people and to themselves. Pay attention to ordinary words and phrases they use. You can keep track of responses and phrases in a straightforward Google doc.

Your visitors should view themselves in your worth proposition. The language you use plays a large role in shaping their perspective. If you desire to leave the extra mile, spend some period looking at worth proposition examples of your competition. What are they doing correct? What could they enhance?

receive note of how your competition talks to their customers by signing up for their newsletters and email flows.

2. Focus on clarity before innovation

Above all, you must ensure your worth proposition is obvious. Sounds obvious, correct? Your worth proposition needs to serve many purposes, so achieving crystal clarity can be quite challenging.

When evaluating your draft, ensure it answers the following questions:

• What product are you selling?
• Who should buy your product?
• How will buying your product enhance the visitor or their life?
• Why should the visitor buy from you and not your competitors?
• When will the worth be delivered?

Your worth proposition should be relatively short—two or three short sentences, maximum. Every word should enhance clarity or make your main selling point more compelling, otherwise it needs to be cut.

3. highlight benefits, not hype

How many “globe’s Best Coffee” signs would you view in store windows walking down just one busy recent York City street? Dozens. Each sign you encounter would make it a little more challenging to depend the previous one.

Hype, which can arrive in the form of superlatives (“best”) and exaggerations (“globe’s best”), can be risky. Instead, focus on distinct benefits and the concrete worth your product delivers.

If you require to use hype to sell your products, it’s a sign that your worth proposition is not well defined. Or, perhaps, even that your product is not as valuable as you ponder. Don’t let the adore for your product or service get in the way of viewing your brand objectively.

4. Use a template

When it comes to something as daunting as distilling your product’s worth into a sentence or two, having a navigator can assist. This is where you can use worth proposition templates to assist you organize your thoughts. Consider printing out a challenging copy of this free downloadable template so you can brainstorm without digital distractions.

What is a worth proposition canvas?

• Customer jobs
• Customer pains
• Customer gains

The worth proposition canvas is a framework developed by business consultant Alex Osterwalder for the book worth Proposition Design. It involves identifying customer jobs, customer pains, and customer gains and then using those insights to assist you write an acceptable worth proposition.

Customer jobs

Your product should assist the customer accomplish specific jobs—tasks they might battle to achieve without it.

“ponder of your product from the perspective of being hired to do a job,” says Unbound Merino’s Dan Demsky on discover With Shopify.

What job would your target customer hire your product to do? What would its job description look like?

For Unbound Merino, its clothes are hired to streamline and upgrade a customer’s wardrobe with a few standard pieces of gear that perform day in and day out.

Customer pains

You can also use your worth proposition to highlight how your product addresses customer pains, or ordinary frustrations. ponder of your product as a answer to your customer’s pain points. What problems or obstacles or risks does your product assist alleviate?

receive the first product launched by Dieux Skin, the Forever Eye Mask.

“That was an concept that I came up with because I was so weary of throwing out eye masks,” says Dieux cofounder and CEO Charlotte Palermino on the Shopify Masters podcast.

The pain point was the wastefulness of single-use moisturizing under-eye masks.

Dieux launched its reusable silicone gel eye pads with the tagline “The last eye mask you’ll ever require.”

The product page highlights the Forever Eye Mask as the answer to the issue of overconsumption:

“We all deserve deliverance from the plight of discarding sheet masks after every use. These masks allow you to treat yourself daily without accumulating unnecessary waste.”

Customer gains

Customer gains are the positive outcomes your target customers desire: saving money, saving period, feeling excellent, looking excellent, etc. For example, Unbound Merino sells clothing made from merino wool—a lightweight, odor-resistant fabric. Some of the gains could include period saved by not having to wait for checked luggage or not having to do as much laundry. That simplicity is the worth prop.

worth proposition template

It’s straightforward to make a obvious worth proposition for your brand by using a template. This free downloadable template offers three variations you can customize to your brand, each with real-globe examples from successful companies.

worth proposition examples

• Unbound Merino
• Graza
• Dieux Skin
• City Seltzer

Use these worth propositions from major brands to inspire your own:

Unbound Merino

Unbound Merino has multiple worth propositions. Let’s shatter down two of them. The first is:

“straightforward. Versatile. High act.”

On the homepage of its website, Unbound Merino is promising high-act clothing. But the standard claim must run deeper than commitment.

The next worth proposition makes the logical jump from high act to the product’s holistic impact on the customer’s life:

“Pack less. encounter more.”

This worth prop translates the standard and versatility of the product into its real-globe application. Since merino wool is odor-resistant, you can get more wear out of a single t-shirt, and therefore pack less when traveling. With this worth proposition, Unbound Merino is making a commitment about standard of life, not just standard of product.

Graza

Graza’s worth proposition features prominently on its homepage:

“High-standard olive oil that’s meant to be squeezed, not saved.”

This worth proposition effectively sums up the issue Graza solves: Home cooks desire excellent olive oil, but since it tends to be expensive, they may only use it for special occasions rather than everyday cooking.

“Olive oil in North America has always been positioned as something that you shouldn’t cook with,” Graza founder Andrew Benin says on the Shopify Masters podcast. “On one side, things were really luxurious, and on the other side, things were really pared-back and private-label and no resource in product standard. I found a way to cut correct through the middle.”

Graza’s one-sentence worth proposition emphasizes the product’s standard and immediately differentiates it from the competition with “squeezed, not saved”—indicating that it’s meant for everyday use. The “squeezed” part of the tagline highlights another distinctive characteristic of Graza’s product: the squeezable bottle.

Dieux Skin

Skin worry corporation Dieux’s worth proposition is:

“Rituals, not miracles.”

Featured on the brand’s homepage, this short and sweet sentiment emphasizes what sets Dieux apart from other brands: a commitment to consistency.

Dieux focuses on education rather than promising overnight effects.

“I desire people to comprehend what our products do and what they don’t do,” cofounder Charlotte Palermino says on the Shopify Masters podcast. “I would not inform you that Instant Angel [Dieux’s lipid-rich moisturizer] on its own is enough. I would inform you in a schedule how to use it and how it may work for you. And I discover that when you do it that way, you have a high loyalty rate.”

City Seltzer

City Seltzer’s worth proposition is:

“Fizz without the shizz.”

This playful worth statement emphasizes that its seltzer is made with 100% natural flavors—no “shizz.” Since City Seltzer is a tiny brand, it has to differentiate itself from large, entrenched competitors.

“We have to reach people and communicate some of that humanity, authenticity,” City Seltzer cofounder Josh McJannett says on the Shopify Masters podcast. “I ponder people desire to feel something in the choices that they make.”