🏆 5 Best Value Propositions That Convert Instantly

Hey there,

Welcome back to another edition of Bootstrapped Growth. 👋

Investing the time to write a strong value proposition aligns how your business operates and helps you sell more. We get into actionable tips for crafting high-converting value propositions.

Table of Contents

• 🚀 Strategy

• ⭐️ How to

• 🛠️ Resources

Thanks for reading. Let’s jump in!

🚀 5 Tips To Craft Winning Value Propositions

A strong value proposition must clearly message why users need your product/service. Let’s dive into 5 real-life examples to convert users instantly.

1) Use clear, benefit-driven language

Deputy’s (employee scheduling tool) value proposition quantifies the benefit for time-poor small businesses (ie reduce admin by up to 50%).

Its benefit-focused headline immediately communicates value in terms of time savings. These benefits are backed up by a bullet point summary of features.

Takeaway ➡️ Focus on benefits, and not just features, with emphasis on a quantifiable end result.

2) Use bold headlines that inspire users to take action

Spatium (space image Chrome extension) taps into users’ sense of adventure. This value proposition packs a lot in just 5 words - it’s short and sweet; fit for a browser extension.

It cleverly weaves a cultural reference to "2001: A Space Odyssey”, creating a mental image of space exploration for space enthusiasts. The wording, ‘awaits you’ creates anticipation, encouraging installations.

3) Simplify language & use action words

Claude AI (large language model) uses animated, rotating headlines to describe its possible use cases. Its value proposition showcases the product’s versatility in simple ‘everyday’ words that non-technical users can understand.

Some examples:

Takeaway ➡️ Use relatable verbs to reach a larger audience. Use animated headlines to visually show your product’s many use cases.

4) Show how your product can ‘transform’

Loom (async video messaging tool) creates a new communication category of ‘async video’. Loom uses easy-to-understand terms like ‘share a video’ and taps into workplace pain points of having too many meetings (’not a calendar invite’).

Their value proposition contrasts what the product does and what it replaces. Then, it shows the result: users’ productivity is transformed by using Loom.

Takeaway ➡️ Reframe your product in terms of ‘transformation’. Create a new ‘category’ that solves a common problem.

4) Use a "Before-After-Bridge" framework

Calendly (meeting scheduling tool) structures its value proposition with a ‘before-after-bridge’ framework. Calendly describes the customer’s world of email ‘back-and-forths’ BEFORE using its product as the old state.

Its value proposition challenges this status quo. Calendly positions its solution as the bridge to the ‘new world’ in its headline ‘Easy scheduling ahead’.

Takeaway ➡️ Directly contrast your solution with the ‘old way’ of doing things

⭐️ How To Craft A Value Proposition That Sells

Step 1: Identify your unique angle

Analyse customer support logs and sales call notes to identify recurring pain points. Focus on uncovering non-obvious customer needs and consider what unexpected benefit your product provides.

Step 2: Craft your message

Align your value proposition with the target audience’s language. Consider tone (humour, provocative, empathetic), visual elements (font, animations) and format (statement, question, story). Use:

• Industry-specific terms your users are familiar with

• Common goals or KPIs in your target market

• Frustrations with existing solutions

Step 3: Test multiple versions

Run A/B tests for different value proposition elements using tools like Optimizely or Hotjar to see what performs best.

🛠 Useful Resources

• Free value proposition and landing page inspiration

• Try Senja. A free tool to collect, manage and share your testimonials.