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Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K
August 14th, 2018
What exactly is a Value Proposition?
A truly great value proposition introduces you to prospective buyers and helps you make a strong first impression. Your value proposition should describe; how your product or service solves/improves problems, what benefits customers can expect, and why customers should buy from you over your competitors.
With the average human attention span shorter than that of a goldfish, inbound marketing is a lot like speed dating.
When prospects get in front of you (or in this case, arrive on your website), you have to tell them everything you offer quickly while you have their attention, or else the bell will ring and they'll be off to the next option before you get the chance.
With that in mind, here are 31 value proposition examples that (as Derek Zoolander would say) are really, really, ridiculously effective.
Value Proposition Examples
Dollar Shave Club
Mizzen and Main
In this value proposition example, Stripe makes it clear that its web and mobile payment products are specifically made for developers and tech-savvy businesses.
Its APIs and tools are comprehensive, state-of-the-art, and trustworthy for businesses that demand nothing less. This statement is also aided cleverly by the image of two cell phones, each highlighting a different, well-known Stripe customer.
Three little words. That's all that MailChimp needs to tell you what its brand is all about. It's simple, direct, and bold. Use its service and you will send better email -- no ifs or buts.
Unlike others on our list, Lyft skillfully targets two different personas at the same time with two distinct value propositions. Both clear and concise, one speaks to who want to get rides and the other to those who want to give them.
While many companies would shy away from this, Lyft's approach is highly effective yet subtle with the help of tasteful design.
Like MailChimp, the company is able to communicate its value in as few words as possible. This is especially important when your product or service's goal is to simplify the lives of its users.
In this example, the cotton dress shirt company clearly knows its buyer persona -- people that want dress shirts that look like a nice, formal dress shirt, but are built for functionality. My only qualm with this value prop is that it's hidden on the eCommerce website's "About Us" page. I'd love to see it given more prominent real estate on the homepage.
In this value proposition, Pagely addresses two of the biggest pain points of businesses with a WordPress website (scalability and security), while also enlisting social proof to give the company credibility right off the bat. Though one of our longer value propositions, Pagely's simplicity and clarity helps prevent it from being overwhelming.
Known for its link shortening, Bitly is all about removing clutter and being concise, so it's only natural that the company's value proposition reflect these traits as well.
In these simple statements, Bitly summarizes its three major services in a way that is not only easy to remember, but also cannot be misinterpreted.
In this value proposition, Unbounce is very clear about what it offers while also addressing a common marketer pain point of needing to defer to or call in their "IT guys."
With this statement, marketers know that they'll be able to create and manage their landing pages easily without having to call in reinforcements. Ain't that convenient?
9. Apple MacBook
Apple has great value propositions for every product, but one that is particularly impressive is its statement for the MacBook. In this witty example, Apple emphasizes how lightweight its product is (its biggest differentiator), while also speaking to how advanced its technology is.
That Apple...always "light years ahead" (even in marketing.)
If you're familiar with it, you know Vimeo positions itself as a higher-quality, more sophisticated YouTube, and their value proposition makes this very clear. When you choose its platform over YouTube, you're making a commitment to posting something "worth watching," not just another cat video (no offense, cat videos).
In their value proposition, Freshbooks does a great job of telling you exactly what they do and who it is for, calling out their personas directly.
By boldly addressing them as "non-accountants," FreshBooks not only commands attention but always highlights a common marketer pain point of not being able to understand accounting software.
Though a bit hidden, DuckDuckGo has one of the most effective value propositions on our list because it actually tells you what it doesn't do -- it doesn't track or share your personal information.
Unlike bigger search engines, DuckDuckGo makes privacy a top priority and as its key differentiator, it wants you to know that as soon as you arrive on their site.
Having a good grasp on money and personal finances is key to reaching many long-term goals and planning for the future (i.e. buying a house, retiring, etc.).
As the statement suggests, though these landmarks may seem distant (like horizons) or even far-fetched, they will not only be more attainable than you think but also accomplished sooner with the help of Mint.
The vague messaging could also be seen as one of urgency; encouraging people to get their finances in order now as some "horizons" can arrive sooner than we expect.
With so many players in the market today, Weebly positions itself as the "easiest" option to make a website, blog, or online store today. Need a web presence now and considering Squarespace, Wix, or Webs? Weebly's value proposition sets out to make sure its prospects know there's no faster or easier way to get started than with its platform.
15. Tortuga Backpacks
While many people may associate backpacks with school kids, Tortuga makes it clear in its value proposition that this is not its market. Making "travel backpacks for International, Urban Travel," the brand is going after hardcore travelers who are annoyed at the thought of checking bags and inspired by that of backpacking. Its imagery and messaging resonate perfectly with this audience.
Opera may be the least popular browser out of the Big 5, but it certainly makes it hard to argue against it with this value proposition. Simple and direct, if you're looking for a Firefox or Chrome alternative, Opera is fast, secure, and easy-to-use. Why not give it a try?
The Ladders is a career site specializing in high income ($100k+) job placement. it's value proposition, "Move up in your career" is a clever play on both what they do (upping your salary and helping you advance in your career) as well as the desire of the visitor to do these things. It takes great skill to capture both functional and emotional value in one short sentence, but The Ladders does that flawlessly here.
Now, this value proposition is no longer in use, but it is nevertheless a worthy mention. From its old homepage, Pinterest tells you exactly who it is and what it does in one simple phrase.
The entertainment value of this site across multiple platforms (desktop or mobile) is shown through a very simple image, and a bright red call-to-action button (someone clearly did their conversion research) jumps out from the page, begging you to become a user.
Salesforce's value proposition has gone through many iterations over the years. In it's most recent version, it takes a very unique approach, highlighting one of its clients/case studies. In six small words, not only does the statement tell you what it does, but it introduces you to someone who can vouch for it. It invites you to hear someone else's story. I approve, Salesforce!
Sometimes people just don't have cash on them and as a consumer, I think it's safe to say that nothing is more frustrating than trying to make a purchase then finding out they don't accept credit cards. It's annoying to the buyer and often leads to the business owner missing out on a sale.
Square's product eliminates both of these grievances and its value proposition speaks directly to that. With its product and service (you can receive the square reader for free, but to use it, the company takes 2.75% of each transaction), you can start selling more right away. It's that simple.
In just two words, Evernote tells you the exact benefit of its product and shows it in action with three situations in its hero video. People have a lot to remember these days, Evernote knows that and wants to help, but you can't imagine yourself using it, maybe one of these everyday people will put it into perspective.
I think it's safe to say that HubSpot knows a thing or two about inbound marketing. The company wrote the book on optimizing your website for inbound marketing and is hoping to do the same for inbound sales.
It makes that clear with its latest homepage design that has not one, but three different value propositions -- one of each of its main products.
While this could have easily been overwhelming (especially with individual buttons), HubSpot handled it in a way that is subtle, easy-to-navigate, and also gives people the opportunity to "choose their own journey."
In its value proposition, Skype leaves no mystery as to what it does (helps you share, message, and call), how it does it (on phone, tablet, and desktop), and who it does it for (the whole world.) Paired with emotional images of loved one connecting over a video chat, this statement checks all of the boxes.
In another oldie, no longer in use, this value proposition eloquently tells you what Spotify's product is all about. It wants to bring music into your life and it does that by being available on-the-go in your smartphone or on a desktop (as seen in the hero image.) On its current homepage, Spotify opts for a carousel of sales-focused propositions, which may be more effective for closing premium users, but in terms of messaging alone, this one takes the cake in my book.
Plated is a direct-to-door service that mails you yummy recipes and fresh, pre-portioned ingredients so that you can try new foods and hone your cooking skills without all the busy work. In this value proposition example, Plated touches upon its service while also speaking to the user's desire to expand their culinary horizons. Well done, Plated!
Invision is dedicated to streamlining the design process by making it easier for people to share, view, and collaborate on design mockups and prototypes. The result? Better design, done faster, and done as a team, as explained in its value proposition.
In this relatively new value proposition, Optimizely takes a conversational approach. Instead of making a self-declaration like most SaaS companies, it gives a friendly invitation to work together towards a common goal. It doesn't try to sell you; rather, it makes a human-to-human connection and offers guidance.
It's always five o'clock somewhere, right? Deskbeers will send a box of craft beers directly to your office -- no collecting money from the group or running to the store, just a cool brew sent right to you.
29. Awesome Screenshot
Awesome Screenshot is one of my favorite chrome tools (especially for example heavy articles like this), so, I can safely say the company couldn't have summarized its value better in one statement than it does here. With its capping and annotation tools, Awesome Screenshot will help you communicate more easily and effectively with images. I can vouch for that!
With the help of a clever play on words, ClassPass touches upon one of the biggest pain points it solves (rigid gym membership plans) in this value proposition.
It simple, clear, but wonderfully powerful.
Last, but not least, Updatey has crafted a value proposition that feels cohesive to not only its product (as seen in the image featured), but to its overall branding -- simple and beautiful.
Brand consistency aside, this value proposition also suggests that the product will take something as complicated as project management and make it just as simple.
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