First things first – a Value Proposition is NOT a slogan or a tagline.  Instead, it focuses on the promise of value to be delivered to your customer.

Let’s take Nike as an example to highlight the difference between the two. “Just Do It” is their globally renowned slogan as opposed to their promise of value, which is “To bring inspiration and innovation to every athlete in the world”.

Why your Business needs a Value Proposition

Business has to work hard to differentiate from its competitors. Creating a meaningful and effective Value Proposition makes it easy for customers to understand how your product and services meet their needs.

  • A compelling value proposition is one of the most important conversion factors.
  • It’s the #1 thing visitors should see on your web page and reiterated in all communication touch points.
  • Stronger value propositions lift conversion rates and sales.

Purpose of a Value Proposition

An effective value proposition clearly explains:

  • How using your services solves problems/improves situations.
  • The specific benefits customers can expect.
  • Why customers should buy from you over your competitors.

It’s important to note that statements like “great customer service” is not an effective value proposition on its own. While it may be true, is it very credible to just say you have great customer service? Very few customers who haven’t experienced your product or services probably won’t believe it.


How to create a Value Proposition in 3 Easy Steps

The process of creating a Value Proposition:

  1. Identify customer benefits – make a list of all the benefits your products/services offer to customers
  2. Link benefits to value offering – identify what value your products/services deliver to the customer
  3. Differentiate and position yourself – make it clear who your customer is, what you offer and how you are different.


Tips to help get you started

 The elements that make for a great value proposition include:

  • Make it easy to understand.
  • Communicates specific results the customer can expect/receive.
  • Explains how you are better and different.
  • Can be read and understood within 5 seconds.

 Define your target audience. If you try to appeal to everyone, you could end up not appealing to anyone!

 Consider the added value you can provide and showcase it.  For example: free quote, free shipping or extended warranties.


How to present your Value Proposition

There’s no hard and fast rule however, if you follow these basic guidelines you’ll be able to create an eye-catching proposition for your website.

  1. Start with a short, attention grabbing headline.
  2. Next, create a few sentences that describe your brand, product, or services in greater detail.
  3. You can also include a few bullet points that outline some of your top benefits or key features.
  4. Feature an image or video to enhance your message.

Layout example

Shopify is a great example of an effective Value Proposition:

Headline: The platform commerce is built on

Brand Product/Service description: Everything you need to sell everywhere. More than a million of the world’s most successful brands trust Shopify to sell, ship and process payments anywhere.

Added value: Try Shopify free for 14 days, no credit card required.


If you need help for your business, there are two ways in which you can obtain FREE Business support with Aerium:

1. Solar Victoria Business Mentoring and Support Service
This service is funded by Solar Victoria to provide independent business mentoring and support to registered retailers and installers in the Solar Homes and Solar for Business Programs

2. VCCI Business Recovery and Resilience Mentoring 
Victorian Chamber of Commerce and Industry, in partnership with the Victorian Government, offer support to eligible small business owners impacted by COVID.


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