Inbound marketing is a lot like dating. You rarely get a second chance to make a first impression!
When a prospect hits your website or opens your email, you'll have maybe a minute to get your point across and provide value. Or they'll leave your website and move on, most likely to one of your competitors.
Compelling headlines and well written content can keep them around for a while longer, but if you don't provide value, you won't get a second date!
That's why skillfully written value propositions are the key to a lasting relationship.
What Exactly Is A Value Proposition?
Much like a mission statement, a value proposition offers the reader a clear picture of what your brand stands for and has to offer. It's an excellent way to quickly differentiate your brand from your competitors.
It should concisely tell your reader:
- How your product or service can solve problems.
- What they can expect if they purchase your product or service.
- The advantages of doing business with your company over your competitors.
Elements of a Convincing Value Proposition
A well written value proposition introduces your company to prospects and helps you to make a great first impression.
That's why it's so important to make it a powerful statement. Writing a solid value proposition is like any other skill – it can be learned.
Common elements of a value proposition include:
- A headline: Headlines should be catchy and grab your audience's attention. It should be concise and impactful.
- A subheadline: Your subheadline should elaborate on your headline and explain what it is you have to offer and why it's valuable.
- Bullet points: Use the rest of your copy to explain the main benefits of your product or service.
- A visual element: Whether it's an image or video, including a visual element with your value proposition can help attract and entice your audience.
We get it – writing a value proposition isn't always easy and shouldn't be rushed. Sometimes, the best way to get inspired is to check out others and get an idea for your voice, message, and format.
Check out these 36 companies whose value propositions rock.
36 Value Proposition Examples That Work
This is about as succinct as a value proposition can get. Three little sentences tells you what MailChimp is all about..
Build your brand. Sell more stuff. Send better email.... and done!
This is simple, direct, and clear. If you use MailChimp, you'll send better email. Period.
When you can completely understand what a company has to offer with just a few words and a clean, relevant design, you know that company is doing something right.
Uber has separate value propositions for drivers and riders, each one emphasizing the freedom and convenience the brand offers.
For riders, you read, “Tap your phone. Get where you’re headed.” And drivers also enjoy a simple message – "Drive when you want. Find opportunities around you."
This tells you what you need to do and what you get, even if you’ve never heard of Uber.
4. Blue Apron
Blue Apron has a very interesting business. They ship you fresh ingredients (along with chef-inspired recipes) to make tasty, healthy food for an affordable price.
Their value proposition does a terrific job of summing that up nicely on the front of its clean website.
Lyft has a couple unique value propositions that are especially cool. Similar to Uber, they target two specific markets in a clear concise way.
One speaks to those who want a ride – “Hello there, future rider. Let’s go. Get a link to download the app." And the other one targets drivers, saying “Drive toward what matters. Want to be your own boss? Start today.”
Lyft's approach works even though it's pretty subtle. The simple tasteful design helps.
6. Crazy Egg
“Make your website better. Instantly.” What could be better for someone who wants to make their site work for them?
This is no different with their value proposition. "Watch Anywhere. Cancel Anytime" addresses their personas' questions with just four simple words.
Let’s face it: Nobody loves accounting, except maybe accountants.
LessAccounting zooms right in on the customer's pain point by focusing on convenience. That highlights the target customer base of small business owners who want to spend their time getting things done.
“Professional translation within hours” makes two powerful promises in one concise sentence.
10. Playstation 4
Sony has proven to be an elite gaming system for well over 20 years.
If you are shopping around for a new gaming system and considering your options, their value proposition for their Playstation 4 strikes all the right cords.
11. Dollar Shave Club
We've all seen Dollar Shave Club's ads and they rock! Their value proposition shows a pivot in their messaging, where they ditched the humor for simplicity.
“Get ready to look, feel and smell your best. Try a risk-free Starter Set today.“
This perfectly highlights the benefits (looking, feeling, and smelling good) instead of listing features, while pushing its biggest selling point – price.
“Raise money for anything” is a powerful promise, and the potent value proposition here is bolstered by a snappy subhead that blows away common customer objections.
The subhead reads, "Fundly is fast, easy, and has no raise requirements or start up fees." From there, dual CTAs effectively split the two Fundly buyer personas and get each user on the right path.
Robinhood appeals to a younger demographic looking to begin trading stock as well as advanced traders. Their unique value proposition is simple and upfront – "Invest for free."
This highlights the major benefit of their app – budget-friendly investing. A message like that is perfect for attracting novices.
Very few enterprises can communicate what they do in just three words.
The combination of “get found online” and “attract more customers to your business” speaks to the key needs of the Locu audience, while sprinkling in big brand names adds a little subconscious credibility.
“Find local professionals for pretty much anything” is the promise, positioning Thumbtack as a business that can make any part of your life that much easier.
The value proposition maintains a mellow, conversational tone along with the rest of the page’s text and design, drawing you in.
HomeAdvisor showcases two very distinct value propositions on their homepage.
The first example, "Find Trusted Home Improvement Pros," reaches their audience that is looking to make some home repairs that they can't handle.
The second example, which reads as, "Are you a Quality Pro?," reaches out to those with experience repairing. They do an expert job of segmenting their audience and appealing to both in a simple manner.
“Move up in your career” is a spicy value proposition for the white collar clientele of Ladders. The subhead reads, "Join the #1 career site for $100K+ jobs."
In just two bits of text, visitors see they’re at an industry-leading site, and then they pre-qualify themselves: Only users seeking $100K+ jobs will go on to use the search.
18. Little Giant Ladder Systems
Not only does the value proposition and surrounding text elicit powerful emotion, but the text works together effectively with the surrounding images of workers using ladders to scale the sides of buildings.
Viggle states their value proposition examples right on their homepage.
They use three sentences that sum up the service, concisely and simply, “Watch Live TV. Enjoy Streaming. Get Rewards."
Whenever you can describe value in two words, jump on it! In Viggle's case, you know exactly what to expect.
20. Apple's iPhone
Nothing is quite as iconic as the iPhone. It sets the standard for smartphones, and there's literally no product with as much competition in the market.
Apple's copy is their value proposition. They talk about the range of phones, the design of each device, and how easy they are to use, which has been the cornerstone of the Apple brand since its inception.
AWeber’s value proposition promises you all the things a good email marketing service should provide.
Ease of use, saved time, and a free trial all make an enticing package for newbies to email marketing, Aweber’s growth segment. Check out how the rest of the page handles objections, too.
If you've experienced Vimeo, you know it has positioned itself as a higher-quality, grown-up version of YouTube. Their value proposition makes that clear.
When you choose to post on Vimeo over YouTube, you've made a commitment to post video “worth watching.”
Shopify positions itself as an ecommerce solution for everybody, and its value proposition covers it all – online, in-store, and the rest.
The value proposition leads straight into the free trial signup without expecting users to cover a whole bunch of other details. You don’t even have to scroll.
FocusAtWill caters to four distinct groups, but it has a single value proposition that ties them all together: “Scientifically optimized music to help you focus.”
Visitors are hooked right away and move straight into the funnel, where an interactive graphic and self-assessment build on the message.
Spotify has become one of the premium (yes, that's a play on words for their subscription service) music streaming services available.
Their value proposition of "Music for Everyone" really drives that point home. No matter who you are, how old you are, or what kind of music you're into, they've got the music you love.
Productivity app Todoist knows that people don’t organize their lives just for the fun of doing it; they use tools like to-do lists and productivity apps because stress is mounting and goals are unmet.
The value proposition hooks users with a promise of making life more enjoyable, which combines well with serene graphics and a simple color scheme.
27. Good Old Games
A little bit down the page, the “formal” value proposition hits exactly what gamers care about: A curated, gamer-led experience without digital rights management.
Weebly is a web building tool competing in a tough space.
Their value proposition is simple, making it clear that a beautiful website starts with Weebly's easy to use interface that consists of drag and drop. It implies that there's no faster or easier way to do what you love!
Skillshare, one of the most popular online learning communities, inspires visitors with a clear value proposition – "Tomorrow Is for the Taking."
The subhead, "Thousands of classes to fuel your creativity and career," explains in simple language the type of value you'll receive.
It also connects with visitor's emotions, clearly stating that if you are seeking advanced knowledge to move your career forward or feed your passion, you'll find it here.
Listia's value proposition is “Sell old stuff. Get new stuff for free!” Simplicity is key here.
It's not fancy; it's exactly what you get from the site. We're all trying to get rid of our old stuff, and what's better than getting new stuff without having to pay for it?
Today, a lot of people just don't carry cash, and as a consumer, nothing is more frustrating than wanting to make a purchase from a vendor that doesn't accept plastic. It's not only annoying to the buyer, but the seller just lost a sale!
Square fixes this and its value proposition speak to that directly – “Square works for every business” and “Start selling fast.” Pretty direct, pretty simple, pretty effective!
GameFly’s value proposition is a winner for the same reasons as Netflix above. It hits you with an exciting, numbers-first vision of what you’re getting, then knocks out the two biggest objections in just 10 words.
And there’s no question that huge, luscious CTA button has been split tested.
33. Credit Karma
Credit Karma has been helping their users access their credit scores and giving them helpful tips to improve their scores.
Their value proposition is concise and touches on the pains many people face when looking to access their scores.
Zillow knows a thing or two about helping their visitors. They help anyone who is looking for a new place to live, either through renting or owning.
Their value proposition is a clever play on words that still drives home what they are all about – "Find your way home."
Proven is a hiring platform that nets small business owners with a promise to “get back to doing what you love.”
Not only does it get right into the action, but it’s coupled with a strong CTA that lets you get started using the system in a single click.
36. The Honey Baked Ham Company
Now we come to one of my favorites from the Honey Baked Ham Company. When you’re planning a holiday meal, “just unwrap and enjoy” sounds pretty good.
Succulent images of honey baked products underscore a heartwarming statement of brand values that connects to the treasured memories of a holiday.
Value propositions are essential for effective first impressions. These value proposition examples are all solid in their expression of value. They define the companies they represent, highlight what they can do for you, and address the needs and pain points of prospects....and they work really well.
Creating effective value propositions is a skill that can be learned. Study these value proposition examples, apply the techniques to your own, and watch your conversions, leads, and sales soar!
Editor’s Note: This post was originally published in August 2017. It was updated in December 2018 for accuracy and comprehensiveness.