Value proposition
Strategy and planning
Strategy and planning
A value proposition is the promise in one or two sentences: who you're for, which problem you solve and why you're credible at it.
Test it on your own homepage: does a stranger understand what you do and who for within five seconds? If not, it's a slogan, not a proposition.
Proof belongs with it. A proposition without numbers, cases or reviews reads like a claim anyone could make.
Related terms
- USPA USP is a characteristic that demonstrably sets you apart from alternatives and delivers something to the customer.
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
- CopywritingCopywriting is writing with a purpose: text that explains, convinces and leads to an action, in the reader's language.