The value proposition is a clear message that shows the primary value you provide to your customers. It can be presented as a single statement, or it could be carefully sprinkled throughout a larger piece of copy.

Unbounce contributor Melanie Deziel has published a new guide called ‘Your 2021 Guide to Creating (and Optimizing) a Value Proposition’.

She says, “Your value prop should offer clear-cut benefits convincing the audience to choose you. Your value prop should be clear rather than clever. Leave the fuzzier stuff for higher-level messaging.

MECLABS points out that value propositions come in four varieties:

  • Primary value propositions communicate a brand’s overall value. The other types cascade down from this primary value prop.
  • Prospect-level value props are customized for a specific prospect, target, or segment of your audience.
  • Product-level value props show off a single product’s value vs. trying to address the benefits of a broader portfolio of products or offerings.
  • Process-level value props explain why your customer should take a specific action (e.g., sign up for your email list).

The Role of Value Propositions on Your Landing Pages

Value props work magic on landing pages—if you know how to use them.

Your value prop should give the reader a reason to keep scrolling or click your call-to-action”.

Your 2021 Guide to Creating (and Optimizing) a Value Proposition

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