How to Write a Killer Value Proposition

What makes a killer value proposition? Clarity, expertise and motivation - learn how to hook your readers and watch your conversion rates soar.

Clarity

How clear is your copy? Is it free from jargon? Is it clear what your product or service is?

The second your users have to think about what you’re saying, you could have already lost them.

Make your writing snackable

Make your writing crystal clear and don’t use complicated words (unless absolutely necessary).

Think about the content design too.

Is it lots of long, lengthy sentences that are hard to skim-read?

If so, your writing probably isn’t snackable.

Reading your writing should be effortless and easily digested by all kinds of users.

Expertise

E-E-A-T is more important than ever. For Google to rank your content well, you must demonstrate first-hand experience.

Whether this is years of experience, awards, media accreditations or your staff’s qualifications - be sure to shout about it! Show Google and your users why they should trust you.

Motivation

Call to Actions

High value CTAs are super important. I’m a big advocate for benefits over features.

Let’s use an example. Imagine you’re selling a workflow automation tool.

You could simply say:

“Buy now”

But how would it look if we focused on features over benefits? Well, probably something like this…

“Buy now for intuitive simplicity & unlimited customisation”

It’s better than the first, but there’s still lots of room for improvement. It’s fluffy and essentially meaningless.

How could we improve it? We need to be clear, concise and benefit-driven.

Use words that create impact and resonate with your audience.

They probably won’t care about ‘intuitive simplicity’ (whatever that means).

A workflow tool that makes tasks simpler is great. But what tangible benefit does it actually offer?

Well, it probably saves a lot of time. So tell them this!

So how about…

“Buy now & claw back hours in your day”.

It’s direct, to the point and clearly demonstrates value.

Be clear and upfront about the value your users will get from your product/service.

USPs

Think about your brand’s Unique Selling Point(s). Have you got one that’s truly unique?

I’m not talking about free shipping. I’m talking about something like “the only workflow tool that integrates with X”.

Something that no other company can say they do or offer.

This is what truly separates you from competitors - and makes your offering so much more appealing.

Example of an excellent value proposition

So, let’s put all of these areas into practice.

Here’s one I recently wrote for a client.

Choose our award-winning business recycling services and get commercial waste management you can trust. With 30+ years of experience, let’s build a greener future and get one step closer to net-zero.

(It’s even keyword optimised!)