How to Write a Unique Value Proposition in 5 Steps

In many cases, your value proposition is the first piece of content your customers see, so it is important to get it right. We’ve pulled back the curtain on the process so that you can maximize the effectiveness of your value proposition.

1. Identify your target persona

This will be the basepoint for writing both your value proposition and your key messages. Understanding who you are trying to reach is the most integral part to marketing. Define your ideal customer, research their qualities, needs, and wants. Document these items because the rest of your value proposition will be shaped around them.

2. List benefits offered that meet this need

Now that you’ve identified what pain points your customers are struggling with you need to list a solution. How does your company meet those needs? How do you alleviate stress and make their lives easier?

3. Connect the benefit with value brought to the customer

It’s great that you’re offering a service that meets customer needs. You may even have extra perks compared to the competition, but sometimes customers need more incentive. What do they gain by buying with you? You need to make this process more “customer” centric. Your marketing should be more sensitive to the customer’s experience and should go beyond just listing what you offer.

4. Differentiate yourself from the competition

Although we’d all love to believe our ideas are original and unique this is likely not the case. It is more common that your product has hundreds of alternatives. You should highlight something that sets you apart and if you can’t identify a trait it may be time to rethink your product.

5. Check your work

Make sure your value proposition answers these questions:

  • What product or service is your company selling?
  • What is the end-benefit of using it?
  • Who is your target customer for this product or service?
  • What makes your offering unique and different?

Bonus Step: Maximize Your Value Proposition with Value-Adds

The steps listed above all help you generate an effective value proposition. But there may be features of your offering that tip a customer to purchase from you, or more strongly consider your offering.

Value-adds like these can entice a customer to take the leap of faith:

  • Free shipping & Next-day shipping
  • Free gift with a purchase
  • A percentage off the next purchase
  • No setup fee
  • No long-term contract
  • Money-back guarantee

Two Great Value Proposition Examples

Example One: Mable

Mable website screenshot with value proposition

Mable is an ordering platform that brings the enterprise-level wholesale market to smaller companies. The company targets independent grocery stores, emerging brands, and regional specialty food and beverage distributors.

Let’s compare Mable’s value proposition to our checklist:

  • What product or service is the company selling?
    • Their product is a wholesale market ordering platform.
  • What is the end-benefit of using it?
    • Mable saves your company time to focus on choosing the right products to sell rather than worrying about the paperwork involved with purchasing.
  • Who is the target customer for this product or service?
    • The target customer is small independent brands and food distributors.
  • What makes the offering unique and different?
    • They offer connections to niche brands, handle purchase orders, invoicing, and billing, and centralize ordering.

Example Two: Asana

Asana website screenshot with value proposition


Asana is a software company whose product is designed to keep track of assigned work and scheduling within companies to make coordination easier among team members.

Asana’s value proposition visual matches with our defined value proposition template. There is a headline, sub-paragraph, visual, and three key benefit points listed.

Let’s compare Asana’s value proposition to our checklist:

  • What product or service is the company selling?
    • Asana’s product is work coordination or project management software.
  • What is the end-benefit of using it?
    • The end-benefit is that it makes the process of completion more efficient.
  • Who is the target customer for this product or service?
    • The target customers are businesses.
  • What makes the offering unique and different?
    • Some key features included are product spec document writing, faster employee onboarding, and accessible designs.

Asana hits every mark for a strong value proposition. The checkmark messages Asana uses in its primary image help its primary target business users (product managers, HR directors, designers) “feel seen.”

This notion of “feeling seen” also extends to the people in the photo that Asana has chosen to represent its target customers, choosing a broad range of demographic representation.