How to Define Your Value Proposition (And Make It Stick)

Imagine this: A potential client lands on your website. They spend a few seconds skimming the homepage, their cursor hovering near the back button. Why? Because they don’t see anything that screams, “This is exactly what I need!”

Your value proposition could be the missing link. It’s the thing that makes them stop, pay attention, and think, “This is exactly who I’ve been looking for!”

Let’s break down how to define your value proposition—and make it stick.

What Is a Value Proposition?

Your value proposition is the promise you make to your customers. It’s why they should choose you over anyone else.

But it’s not just about what you do. It’s about what your clients get.

A Great Value Proposition Does Three Things:

1. ‍Defines Your Ideal Client: Who do you serve?‍
2. Solves a Specific Problem: What’s the core issue your product or service addresses?‍
3. Highlights the Outcome: What tangible benefits will clients see after working with you?

Why Most Value Propositions Fail

Most value propositions aren’t bad. They’re just vague.

You’ve seen it before—buzzwords like “innovative solutions” or “leading services.” What do those even mean? A value proposition that works has to be specific, clear, and focused on the client’s needs.

Common Pitfalls to Avoid:

• ‍Being Too Broad: If your value proposition tries to appeal to everyone, it connects with no one.‍
• Overloading on Features: Focus on benefits, not just a list of what you offer.‍
• Ignoring the Client’s Problem: It’s not about you; it’s about solving their challenge.

How to Craft a Value Proposition That Sticks

Follow these steps to create a value proposition that resonates:

1. Know Your Audience

Before you can craft a great value proposition, you need to understand who you’re speaking to.

• Who are your ideal clients?
• What keeps them up at night?
• What do they want that no one else is giving them?

Pro Tip: Talk to your clients. Ask them why they chose you and what problems you solved for them.

2. Define the Problem You Solve

Your value proposition isn’t just about your services; it’s about the problem you solve for your clients.

• What pain points are you addressing?
• What’s the transformation you offer?

For example: Instead of saying, “We design websites,” say, “We create websites that turn visitors into loyal clients.”

3. Focus on the Outcome

Clients don’t care about your process; they care about the result.

Ask yourself:

• What’s the measurable impact of what you do?
• How will your clients’ lives or businesses improve after working with you?

A strong value proposition paints a picture of success.

4. Keep It Clear and Concise

If it takes more than a few seconds to understand, you’ve lost them.

Example of a Clear Value Proposition:

“We help small businesses attract high-value clients by creating websites that convert.”

5. Test and Refine

Your value proposition isn’t set in stone. Test it. Refine it. See what resonates.

• Try A/B testing different versions on your website.
• Ask for feedback from trusted clients or team members.

The goal is to find the version that clicks immediately with your audience.

Examples of Strong Value Propositions

Let’s look at a few examples to inspire your own:

Slack: “Slack replaces email inside your company.”

Airbnb: “Belong anywhere.”

HubSpot: “There’s a better way to grow. HubSpot offers marketing, sales, service, and operations software that helps your business grow without compromise.”

These are clear, benefit-driven, and client-focused.

What Makes a Value Proposition Stick?

The best value propositions don’t just resonate—they’re unforgettable.

Key Characteristics of a Sticky Value Proposition:

• Memorable: It’s easy to understand and recall.
• ‍Specific: It speaks directly to your audience’s needs.‍
• Authentic: It reflects who you are and what you genuinely offer.

It’s Time to Define Your Value Proposition

Your value proposition isn’t just a sentence—it’s the foundation of how you communicate your value. When it’s clear, focused, and client-centric, everything else—your branding, messaging, and marketing—becomes easier.

Need help clarifying your value proposition? Take my free quiz to uncover what’s working (and what’s not) with your current messaging.

👉 Take the Quiz Now