Download HubSpot’s Official Value Proposition Templates [FREE RESOURCE]
What are the components of a great value proposition and how do you create one for your business?
In this video, we’ll break down the steps to crafting an effective, compelling value proposition that’s unique to your brand, including dos and don’ts, templates, and examples from successful companies like Amazon, Evernote and Shopify.
Find out why a value proposition is so important to your marketing strategy and how creating one can improve your conversion rates as well increasing customer trust in your brand.
Plus: 15 FREE templates to download and fill in as you follow along.
🛠 Resources:
• How to Write a Great Value Proposition:
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I'm about to launch an online store for My business Jamal's cookies but I'm Struggling to stand out for my Competitors what I really need is a Concise value proposition statement so To help with that we're going to look at The best value propositions in the game And how those Brands convince their Customers to follow through and buy Their product ready let's get into it a Value proposition is a unique memorable And concise statement that demonstrates The true value of your business Effectively it's a decision maker for Your customer and it can be one of the Most important conversion factors for Your business take Amazon Prime for Example you're shopping online but you Need your item fast and you don't want To pay for expedited shipping Prime's Value proposition really Corners the Market on this one fast convenient Unlimited free delivery it's a promise To the customer that clearly Demonstrates Prime's value and it works So the first step to demonstrating your Value proposition is to identify your Customer's main problem needs or pain Points or to look at it another way how Does your product solve these problems Or fulfill your customer's needs I'm Going to use hubspot's free value Proposition templates to brainstorm some Ideas for Jamal's cookies starting with
The value proposition canvas first up I Need to think about my customer's needs Wants and fears remember we're looking For specific problems that reflect our Ideal customer profile for my customers The main pain point is getting hold of Fresh cookies without having to make Them or going to the store they want Their cookie fix fast and fresh and like All of us they also know they should be Cutting back on their sugar okay I've Got my customers problems but how do I Transform those pain points into a value Proposition statement let's look at a Successful example the organization app Evernot tame your work organize your Life I think we can all use a little Help taming things for me it's my hair Personally and that's the hook right There Evernote knows what problems its Customers face feeling overwhelmed Trying toti stay organized juggling Multiple projects at once remembering Your dentist appointment the solution a Little green elephant telling us we Don't have to try to remember everything Because Evernote will do it for us so Back to Jamal's cookies if my customer Pain points are around needing my Products delivered quick and fresh I Mean who wants a Ste cookie and they're Also concerned about their health that I Need to reflect that in my value Proposition maybe something like fast
Fresh and I probably should mention my secret Recipe that uses organic ingredients Right need to work on that some more Because once we figured out our Customers problems the next step is to Focus on how to fix them the second Fundamental element of a value Proposition is to demonstrate the Benefits AKA value your product offers Your customers let's take another look At the value proposition canvas and Think about the gains we're offering our Customers what makes this product stand Out what are the Fe features your Customers are looking for is it organic Efficient customizable accessible Convenient affordable high quality quick Easy a range of cute colors remember an Experience can also be a benefit for Example maybe buying from you makes Customers feel like they're part of a Community or perhaps wearing your brand Gives them social clout or maybe your Product just makes them feel good about Themselves let's take a look at another Example The Honest Company Uncompromising clean Beauty backed by Science we have a ton of benefits here Clearly communicated they're offering Non-toxic eco-friendly effective Products for a very specific customer Base so a great value proposition Clearly communicates the main benefits
Of a product but that's not all we need To go deeper into how these benefits Create the value for our customers back To Jamal's cookies and luckily I have a Ton of benefits to choose from my Products are packaged extra carefully to Stay fresh and delivered fast to your Door they're also made from organic Ingredients with a homemade recipe That's healthier than a store box cookie And they come in a range of fun designs And delicious flavors I could go on but I can't just list the benefits in my Value proposition we're going to need to Dig a Little Deeper for this one we're Going to use hubspot's brand hierarchy Template which is super useful in honing In on the true value of your business so What are the three core pillars of your Brand and how do you prove those values Think about the needs of your customers And what they appreciate most from your Products or services for example The Honest Company actually lists these core Pillars in their about section safety Sustainability Effectiveness this really Shows the value and their benefits by Responding to the emotional motivations Behind the purchase products that are Familyfriendly good for the planet and Do what they're supposed to the key here Is Simplicity remember Amazon Prime's Benefits aren't particularly unique or Outlandish free delivery fast but the
Value is its convenience its reliability Its range of products keep it simple and Make it a no-brainer for your customer So what are the three core pillars of Jamal's cookies H well what's important To my brand one everything is homemade Two I use high quality organic Ingredients three fun designs that make People smile and there's a flavor for Everyone ultimately Jamal's cookies is About delivering a little bit of Happiness in cookie form fast fresh and Almost good for you okay we're getting Closer to that value proposition sweet Spot so now it's time to bring it all Together a concise value proposition Seamlessly connects these benefits and Values to the problem your customer Faces Even better than that it proves it let's Take a look at Shopify as an example the Problem business owners are looking for An e-commerce platform to support them All the way through building their Business they want it to be integrated And to provide valuable support most of All they don't want to keep switching Software or upgrade as they grow the Solution Shopify value proposition is All about being a One-Stop shop for Businesses big and small Shopify is a Complete Commerce platform that lets you Start grow and manage your business Making Commerce better for everyone
Supporting the next generation of Entrepreneurs the world's biggest brands And everyone in between the value Messaging here is centered on those core Pillars inclusivity anyone can use it Trustworthiness its software is used by Millions including big Brands and Longevity one platform with everything You need in one place these values are Reinforced throughout their branding too Even down to customer support the help You need when you need it remember your Value proposition is a promise to your Customers on what you're going to Deliver now my turn how do I connect the Core values and benefits of Jamal's Cookies to my customers pain points so I Know my customers want fresh cookies Delivered quickly and high quality Organic ingredients are also important To them I can tick all of those boxes The fact that my cookies are homemade And healthy should appeal as well and at The end of the day Jamal's cookies is All about making people happy we're so Close but there's still one vile aspect We haven't covered yet and this could be The Clincher ultimately this is the Question at the core of your value Proposition why should your customers Choose you over your competitors how can You differentiate yourself as the Preferred provider of the unique values Your product offers let's go back to the
Value proposition canvas and brainstorm The Alternatives or substitutes your Customers might choose instead and think About why you do it better faster Cheaper brighter funnier or more Ethically for example Jamal's cookies Offers a whole rainbow of Unique Designs And even includes special recipes for People people with dietary requirements Like vegan and gluten-free cookies or Take a look at this competitive analysis Template how does your business measure Up against your competition focusing on The main features of your product or Service how does Uber compare to lft how Does Amazon compare to eBay Netflix Versus Hulu Jamal's cookies beats out Its competitors because my products are Healthier delivered faster and we have a Wider range of designs than anyone else Find your Niche communicate your unique Value and give your customers a solid Reason to choose you okay one more Example how does snag tights Differentiate from their competitors Snag tights are your wardrobe staple These aren't plus-size tights they're Tights for every single body they'll see You through all the seasons welcome to The home of tights that really fit snag Tights Nails their customer pain points Highlighting their benefits and has a Strong focus on inclusivity durability And comfort they also do a great job of
Differentiating themselves from let's Face it the majority of fashion brands That fail to include all shapes and Sizes of bodies these examples are Giving me some great ideas for my own Value Proposition but first let's go through Some quickfire dos and don'ts of Creating awesome value propositions when Figure out your customer problems don't Just focus on the negative while it's Important to acknowledge your customer's Pain points your value proposition Should be positive uplifting and Encouraging you're providing the Solution not whining about the problem When identifying your target audience do Use your reviews customer surveys and Market research to really understand What it is your customers need and want When zoning in on your product benefits And values don't be vague rely on Buzzwords or hyperbole your benefits Should be authentic specific and unique To your brand these are genuine benefits Not hype great tip try to emulate the Language your customers might use in a Review or testimonial to describe your Benefits and do be clear and concise Focus on your primary benefit the most Urgent need of your customer keep it Simple your value proposition should be Easy to understand and resonate with Your audience and whatever you do don't
Confuse a value proposition with a Product description tagline or mission Statement a value proposition is a Service oriented statement not a slogan Or company goal its focus should be the Value you provide and the impact of your Solution beyond the product itself but Make sure you do support your claims With proof points and evidence if you're Making a bold statement with your value Proposition you better be backing up With case studies data and customer Reviews and when you've written the Perfect value proposition don't forget To test and refine it split tests on Different landing pages and marketing Platforms and analyze key performance Indicators to see which one has the best Conversion rates and customer Satisfaction and finally do present your Value proposition clearly and Consistently and reinforce the message Throughout your customer's Journey from Homepage to category pages and product Descriptions all right it's time to Figure out my value proposition bring Together everything we've learned so so Far we've got an awesome value Proposition template with a bunch of Additional examples in it and that's Going to be the thing that I think Clinches this out for me if you want to Check it out yourself you can see it in The description below it's completely
Free there's a ton of value that we're Giving away to you guys so putting all That together here's what I'm thinking Delivering happiness fast one homemade Cookie at a time to sum up an effective Value proposition should concisely and Clearly communicate your Brand's Benefits and values it should address The main problem your customer faces and It should differentiate you from your Competitors a great value proposition Will improve conversion rates and help Target your marketing strategy but most Of all it will deepen your customers Trust in your brand by reflecting their Needs and delivering what they want Trate your own value proposition check Out our free value proposition template And if you found this video helpful Don't forget to like And subscribe so You never miss any more marketing Insights now if you'll excuse me I got a Date with a cookie until Then I'll see you next time I can't find this client info have you Heard of HubSpot HubSpot is a CRM Platform so it shares its data across Every application every team can stay Aligned no out of sync spreadsheets or Dueling databases HubSpot grow Better
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