Value Proposition

What are you really selling?


A value proposition is a promise of value to be delivered.

It’s the primary reason a prospect should buy from you. Your Value Proposition determines your positioning within the market. It clearly spells out what value you will add to your customers. It has nothing to do with your specific product, but rather the benefit your business will accumulatively deliver.

In a nutshell, value proposition is a clear statement of:


How your product solves customers’ problems or improves their situation.


What specific value you will deliver.


Why your customers should buy from you and not from the competition.


Gives me a real reason and emotional connection.

You need clarity on the following questions:

A great value proposition is:

Bringing it to life.

Your value proposition should be the first thing your potential customers see in your marketing materials and when they hit your website homepage, so it’s worthwhile investing some time in getting it right. To communicate your value proposition effectively, it must incorporate these four elements:

It needs to come to life in your whole business!

This proposition needs to come to life and be fulfilled in every aspect of your business. When that phone rings, how are your customer service staff ensuring this value proposition is fulfilled? How are your operations/fulfilment team making this value proposition come to life? How are you building a life-long relationship with your customers that ensure your customers get this ‘value’ each and every time.

The best value proposition is clear: what is it, for whom and how is it useful.

Note: This is a very powerful tool for internal use as well, ensuring all staff focus is on fulfilling the value proposition, and not just delivering a specific product or service!

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Due North

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