The 10 Characteristics of a Good Value Proposition
A value proposition is what makes people choose your business over anyone else. It’s how you show customers what you do, why it matters, and why they should care. To nail it, your value proposition needs to be clear, relevant, and unique. Here are 10 key traits that make a value proposition truly great:
Customer-Centric A strong value proposition starts with a deep understanding of your customer’s needs, pain points, and desires. It should directly address how your offering solves their problems, enhances their lives, or fulfils their aspirations.
Clear and Concise Avoid jargon or overly complex language. A great value proposition is simple enough to be understood immediately and compelling enough to spark interest at a glance.
Benefit-Focused Highlight the tangible and emotional outcomes your customers will experience. People care more about the results and benefits your offering delivers than its features.
Unique and Differentiated Showcase what makes your product or service stand out from competitors. A unique angle or feature can be the deciding factor in capturing attention and loyalty.
Specific and Relevant Avoid vagueness by clearly articulating the specific value you provide. Focus on jobs, pains, and gains that a large number of customers have or for which a niche audience is willing to pay a premium.
Emotionally Resonant Connect with your audience on an emotional level. Whether it’s excitement, relief, trust, or pride, emotional resonance makes your value proposition memorable and impactful.
Credible and Trustworthy Build confidence in your claims by providing evidence. Use testimonials, case studies, or measurable results to show your ability to deliver on promises.
Substantially Better Outperform the competition on at least one dimension that matters deeply to your customers, such as quality, speed, price, innovation, or convenience.
Hard to Replicate Ensure your value proposition leverages strengths that are difficult for competitors to copy, such as proprietary technology, unique expertise, or strong brand loyalty.
Action-Oriented and Aligned with Customer Goals Inspire customers to take the next step with a clear call to action, and align your offering with how customers measure success. When they win, you win.
When these elements come together, your value proposition becomes a powerful tool that communicates your brand’s essence and drives customer engagement. It’s not just a statement — it’s a strategic asset that defines why your business matters.
If you’re interested to start defining your businesses value proposition, download my free Value Proposition Canvas template.