How to Create a Winning Value Proposition for Your Customers


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Business owners around the world are tasked with finding new ways to provide value to their customers. We can all think of a product or service description that completely blew us away and resulted in us making a purchase. Do you remember what you saw in the advertisement that resulted in the snap-decision purchase? Odds are, you were posed with an attractive value proposition.

A value proposition is essentially a promise to the customers on what they should expect if they buy a product from your online store. The informational piece usually highlights critical features of the brand or product that separates it from the competition.

Today we are going to take a look at how you can make your own winning value proposition for your customers. The process can work for a broad range of niches across multiple industries.

Develop Customer Personas

Before you can come up with a value proposition, you have to get to know the customers you want to buy your product. One of the most common ways to identify target audiences is by creating customer personas.

When you create personas for your consumers, keep factors in mind, such as their pain points, goals, and values. Here’s an example customer profile for you to reference.

When thinking about the value you want to bring to your customers, you need to think about who they are and how they feel. Many businesses create multiple customer personas and use information under each bio to segment their leads and deliver a high-quality value proposition.

Craft Your Proposition

Now that you know who you’re targeting, it’s time to craft your offer around the data you’ve obtained. Writing your proposition is usually the longest part of the process because you’re going to want to write, revise, repeat until you’ve perfectly encapsulated the offer and features of your product or service.

Short and sweet is usually the key to catching the attention of any reader who happens to see your proposition. Consider using bullet points to illustrate each feature and the benefits it will provide to the user. Use concise language and avoid fluff and filler language. Explain to potential customers why you think they should pick up something from your store or purchase a service you’re providing.

Focus on Design

After you’ve figured out your audience and crafted your offer copy, it’s time to start thinking about the design of your proposition. The overall design of your advert will vary depending on your platform — which we will discuss next –, but the core principles are the same.

In many cases, people prefer a clean design with contrasting colors around crucial points of the proposition, strictly your call to action. You’re going to want to find or create a cover photo that illustrates your product or a message that rings true to the audience looking at the proposition. For example, if you were offering a free gardening ebook, you would want to use a featured image that consists of a lush, vibrant garden.

Similarly, you should create easy to use, crisp contact forms and calls to action so potential customers will know where they should click if they have questions, and how they can buy your product.

Target Multiple Platforms

The final step includes implementing your propositions across various platforms. Depending on your marketing strategy, you have a couple of different options for getting eyes on your offer.

Email marketing is the most common way to show existing subscribers new features and products on your website. Many marketers use value propositions in their welcome email to show customers that they made a wise decision to sign up for their mailing list.

You could also use social media advertising tools such as Facebook Ads to show off your offer to a broad audience who may have never heard of your company. When business owners aren’t using social media or email to show off their product, they tend to use things like retargeting pixels to catch the attention of potential customers who landed on the storefront page but didn’t make a purchase.


There are plenty of factors that go into creating a killer value proposition for your customers. As you start exploring new ideas and creating new products, make sure you check your key customer experience metrics to see how your audience is responding to your offer. Once you figure out what kind of content and design encourages your audience to click-through buy a product, you can make small tweaks that ensure you’re always building the best offer for the correct audience

Syed Balkhi
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.


  1. Syed:
    Value Proposition is Price Justification with a new name.
    How important is Price Justification or the Value Proposition?
    With one Lube company we found Value which is benefits and cost, broke up as follows:
    Benefits 30%
    Cost 70%
    This shows there is little to differentiate between companies other than cost.
    Cost broke up into price and non price.
    Non price was 85%, and price Justification was 60%
    Price itself was 15%
    What does it tell us? That value proposition or price justification is the single most important item in selling in this case. The price justification then enumerates items such as relationship, past association, people, help as needed etc.

    In some cases price justification is less important, such as in more design related B2B items,


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