How One Little Sentence Changes Everything (The Value of a Value Prop)

Did you know 55 percent of users spend less than 15 seconds on a web page? For over half of the visitors to your site, that's how long you have to convince them to stick around. How do you show them that what's on your website is what they're looking for in under 15 seconds?

Now, if the nugget of information they're looking for is tucked away in a paragraph of text, there's a pretty small chance your website visitor is going to see it in those few precious moments they spend on your site. So, what do you do? You use a value prop.

What is a Value Prop?

A value prop - or a value proposition - is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. A great value proposition describes your target buyer, the problem you solve, and why you're distinctly better than the alternatives. 

Now, if you're thinking that's a whole lot of information to squeeze into a sentence, you are 100 percent right. A great value proposition isn't all that easy to create, which really just adds to its value. If they were easy and every website executed them well, they wouldn't be as powerful. 

A Value Proposition is an Opportunity

"An opportunity for what?" You might ask. Well, let's go back to the definition. A value prop should do at least three things: 

1. Explain the benefit you provide
2. Explain who benefits
3. Explain why your business does it well

What

When you set out to write your value prop, you start with what your business provides. This isn't just what your product or service is, take it a step forward, and think about what value it provides.

Who

Then, you move on to who it benefits. Think about who it is that will use your product or service. Are you B2B or B2C? Is your product for individuals or groups? Does the individual who benefits from your product have certain demographics or identifiers? Narrow down as closely as you can to who exactly benefits from what you provide. If you happen to have a buyer persona for your product or service, that's a great place to start. 

Why

The last piece - why your business does it well - is very important. Your business probably isn't the only place an individual can get the product or service you offer, so why should they get it from you? Do you provide the lowest price? How about the best quality? Maybe the "extras" that come along with it make buying from you worthwhile? Whatever it is that sets you apart from the competition has a place in your value prop. 

Value Prop Examples

Here are three businesses with strong value props that effectively demonstrate the what, who, and why behind their offering. Check them out! 

Wistia

Airbnb

Tesla

Value Props and Brand Value

Beyond being a great way to catch a website visitor's attention, a value prop also helps demonstrate brand value. When it's done well, a value proposition allows you to cover a lot of ground in a single sentence. It's important to remember that a great value prop might take a little while to figure out.

But remember, you don't have to have it perfect on the first try. A value prop is something you can return to and tweak as needed. Just keep in mind the three things you want your value prop to accomplish: explain the benefits of the product or service you provide, explain who benefits from it, and explain why your business does what it does differently and/or better than the competition.