Are you looking for value proposition examples to help you create your own compelling message?
Your value proposition is what gets your potential customers and clients to take notice.
It’s your brand’s first impression.
And it’s critical to nail this message if you want to successfully market and sell your products or services.
Before we get into the 8 value proposition examples, let’s cover the basics.
What is a value proposition?
A value proposition is a short statement that explains who you work with and the value you provide to them.
It is NOT a guarantee or a contract.
It is a marketing message that gets your ideal clients to take notice and wonder “how do they do that?”
Our Version Of The Value Proposition: Magnetic Messaging
Inside of our Clarity Coaching Framework, we teach Magnetic Messaging. It’s the consultant’s version of the value proposition.
Here’s the formula:
I help [WHO] to [solve WHAT problem] so they can [see WHAT results]. My [WHY choose me]…
Let’s break each part of the formula down.
- WHO: Who you serve.
- WHAT (Problem): What problem you solve for them.
- WHAT (Result): What result you create for them.
- WHY: Why they should choose you.
This formula is so effective because it covers everything your prospective clients want to know before they take a deeper look at you and your business.
When done right, it will attract potential clients like a magnet.
Now, let’s dive into the examples.
NOTE: The list below is in no particular order.
1. Female Forward
Helping Brands Grow With Women: We help CPG brands sell more effectively to women and achieve a 300% ROI by positioning your brand to appeal to women.
- WHO: Consumer packaged goods brands.
- WHAT (Problem): Sell more effectively to women.
- WHAT (Result): Achieve a 300% ROI.
- WHY: 20 years of experience leading brand-building strategy and activation across a range of categories and business models.
Why It Works
Women drive 70-80% of consumer purchasing decisions. Making your brand more appealing to women has a huge payoff. Amanda, who has decades of experience doing just that, has tied all of these facts together into a clear and compelling value proposition. You can imagine that if you were running a CPG brand and you read this message, you’d be intrigued. And that’s the job of your value proposition: to make your target market interested and want to learn more.
Here’s what the President of Female Forward, Amanda Hill, has to say about the power of specificity in your value proposition:
That leads to the second thing, which is when you understand your consumer, you develop a strategy or choices to win with them. Oftentimes, what I see in smaller companies is they think they’ve got to be all things to all people and they have to do everything. The fact is in a smaller company, you have less resources so you have even more choices. You have to do the opposite.
In order to inform those priorities or choices, you have to understand your target audience. That target audience understanding is what helps shine a light on what are the most critical areas you should invest in or what type of communication you should have for your business. They’re related to me but I think those tenets are true no matter if you’re a one-person show or a one-woman show like I am or whether you are a billion-dollar business is understanding your target audience and using that insight to set priorities or choices for your investments.
(Learn more about Amanda’s business: Leaving a Multi-Billion Dollar Company to Start a Consulting Business with Amanda Hill)
2. How To SaaS
Build an automated demand generation engine: We help SaaS companies build a high-performance marketing system to drive top-line revenue growth and enterprise value. We’ve helped scale marketing for companies of all sizes, from $5M in ARR to upwards of $300M.
- WHO: SaaS (Software as a service) companies
- WHAT (Problem): Build a high-performance marketing system.
- WHAT (Result): Drive top-line revenue growth and enterprise value.
- WHY: Have helped scale marketing for companies of all sizes.
Why It Works
SaaS companies want to grow. Many SaaS companies have underutilized marketing as a channel for growth. That’s where How to SaaS comes in. By helping SaaS companies scale up their marketing, they help them drive revenue growth and the overall value of the business. Since many SaaS companies eventually look to sell, every word of How to SaaS’s value proposition is incredibly compelling.
Here’s what the founder of How to SaaS, Shiv Narayanan, has to say about his firm’s value proposition:
It comes down to building a differentiated position. We are a marketing strategy consulting firm, specifically for B2B companies. We work with high-level investors that are buying and selling companies for hundreds of millions of dollars.
There are plenty of marketing agencies out there that can, for example, set up your Google Ads for you. If that’s the work that we try to chase, then we’re going to be playing in a commoditized market. The way to win is by lowering your price. As a consultant, that’s the last place you want to be. You don’t want to compete on price. You want to compete on value, and then the price is no longer a factor because you want to be operating in high margins. By starting there, we set ourselves up for success.
(Learn more about Shiv’s business: Generating $2M in Consulting Revenue in 18 Months with Shiv Narayanan)
3. Build Up Advisory Group
We help brave philanthropies and nonprofits scale their impact by strengthening their grant making and organizational structuring.
- WHO: Brave philanthropies and non-profits.
- WHAT (Problem): Strengthening their grantmaking and organizational structuring.
- WHAT (Result): Scale their impact.
- WHY: For 15 years, Nic, our founder and CEO, has produced similar results for several international, multi-billion-dollar philanthropies and nonprofits.
Why It Works
Philanthropies and nonprofits struggle with aspects of their organizations just like businesses do. And if you can help them solve those problems, many of them have budgets to hire consultants to help. Build Up Advisory group targets these non-profits, and as a result, has developed into a successful non-profit consulting business.
Here’s what the founder and CEO of Build Up Advisory Group, A Nicole Campbell, has to say about creating a value proposition that speaks to non-profits:
You have to be clear on the kinds of nonprofits that you’re working with, because that category of nonprofits is big category of organizations. There are lots of different types of nonprofit organizations. There are hospitals that are nonprofit organizations, and they are multibillion-dollar enterprises. There are the local place-based non-profits that may have a budget of $5,000 for the organization. You have to be clear on the kinds of non-profits that you want to work with, and then the value that you want to offer to them or that you can offer to them.
A nonprofit is like any other organization in that if you offer them something of value, they’re able to then say, “Here’s the investment that we’re willing to make in order to receive that value.” I’ve been able to work very closely with nonprofit organizations. I’ve worked almost primarily with grantmaking organizations. I’m clear on the value that I can provide to those organizations. Getting clear on what are their needs and what’s the value that you can provide to them will help you clarify, “These are the nonprofit organizations that I’ll be able to work with.
(Learn more about Nic’s business: How To Price High-Value Consulting Services with A. Nicole Campbell)
4. Software Pricing Partners
Software Pricing Partners helps you develop innovative pricing strategies that delight customers and derange competitors while minimizing risk at every stage of the pricing process.
- WHO: Software companies.
- WHAT (Problem): Developing pricing strategies.
- WHAT (Result): Delight competitors and derange competitors.
- WHY: Minimizes risk at every stage.
Why It Works
Pricing software is notoriously difficult. Software Pricing Partners not only helps software companies solve this challenge but generate more revenue as a result. With a crystal clear target market (software companies) and by solving a problem the market wants to solve (pricing), this is a powerful value proposition. The consulting firm’s name even implies the value proposition, a fantastic branding and positioning strategy:
Here’s what Chris Mele, Managing Partner of Software Pricing Partners, has to say about their value proposition:
We don’t try to do everything. We beat all of the name-brand firms, not all the time, but we have a nice hit rate with going toe to toe with 2,000, 3,000, 5,000 person consultancies. Why? It’s because of that singular focus. We didn’t water down with all this other stuff. You’ll never hear us on the phone mixing and matching and saying, “We’re going to do a willingness to pay survey. No, that’s a B2C. We’re going to do a conjoint analysis. We do B2B.”
“When you peg that stake in the ground and you have those marching orders, it gets rid of all those superfluous noises on the perimeter. Your message that you deliver to the customers that you want to attract, the ones that you’ve chosen to focus on is light years ahead of the watered-down competitors.
(Learn more about Chris’ business: How to Charge What You’re Worth with Chris Mele)
5. Mark Treichel
Helping credit union CEOs achieve the best possible examination results so they save time and money.
- WHO: Credit Union CEOs.
- WHAT (Problem): Achieve the best examination results.
- WHAT (Result): So they save time and money.
- WHY: “He knows how NCUA thinks and why they think it. He knows the examination process inside and out. He knows how to communicate and negotiate with NCUA. He knows how to get NCUA to YES instead of NO.”
Why It Works
With a clear ideal client, problem that you solve, result that you create, and point of differentiation, marketing and sales become much easier. Mark Treichel’s value proposition is the perfect example. It’s simple, clear, and leaves no room for ambiguity — and he’s got the experience to back it up. AIm for this level of clarity with your value proposition, and it will serve you well.
Here’s what Mark has to say about using his value proposition to market and sell his consulting services:
We jumped into it with imperfect action. I learned at NCUA, your line is imperfect action. The one from my quote list is, “Don’t let the perfect be the enemy of the good.” When you said it, I was like, “I’ve lived that.” I got out there. I started communicating with some emails and with some posts on LinkedIn. Immediately, I started getting conversations and those conversations started off. I’ve never been in sales. I guess I’ve been a salesman selling ideas to the NCUA board or to my staff but never where I felt like I was selling myself. I had to get used to that. The conversations got easier and the clients started coming in.
You said, “Once you identify that perfect client, they have to know you exist. If they don’t know you exist, they’re not going to hire you.” That was like a lightning bolt. I got to get out there. When I used to have to do speeches, I would try and boil complex things down into simple short messages.
(Learn more about Mark’s business: Consulting on Wheels: Building a Consulting Business from an RV)
Your External Growth Team: We grow sales by running data-driven growth experiments for Shopify, eCommerce, SaaS, & lead generation companies.
- WHO: Shopify, eCommerce, SaaS, & lead-generation companies.
- WHAT (Problem): Growth experiments and marketing.
- WHAT (Result): Grow sales.
- WHY: We’ve worked with or taught over 125 companies. We have helped startups raise over $40M in funding and helped companies generate over $247M in revenue from tracked experiments.
Why It Works
If you’re marketing consulting or sales consulting, your clients care about one thing above all else: results. That’s what GrowthHit’s value proposition is built on: they can get you results — and they can prove it with the data. Although their WHO includes multiple market verticals, it still works due to the power of the problem they solve, the results they create, and their why, which differentiates them from many other marketing consulting firms.
Here’s what Jim says to consultants who want to use their value propositions strategically in their marketing and sales process.
If you can pinpoint your persona, I would want to try and get an exact customer list of who are the heads of marketing, and the CEOs. I would start doing pre ads to them. I would then do a cold email outreach strategy and because cold email is super annoying, I would make it benefit-focused. We’ll do a free audit, teardown, or whatever that is.
The other thing is I would also be looking at what tools are they using, what newsletters do they subscribe to, and who are the thought leaders? How can I attach myself to them so I can do a webinar or do some content series with them? That would be something I would be doing if I’m a consulting firm.
(Learn more about Jim’s business: The Consultant’s Guide to Growth Marketing with Jim Huffman)
7. TIG Brands
We are focused on helping natural product brands grow. We position them to raise capital, prove their growth hypothesis, build community, and scale.
- WHO: Natural Product Brands.
- WHAT (Problem): Growth.
- WHAT (Result): Raise capital, prove their growth hypothesis, build community, and scale.
- WHY: “Our brands come to us with products that are innovative and disruptive. They have great stories to tell and a passion for what they do. They’re committed to the triple-bottom-line, doing what is best for people, planet, and profits.”
Why It Works
If there’s one thing to take away from this post, it’s this: specificity is key for your value proposition. Many consultancies help brands with growth. But not many consultancies help natural product brands with growth. That’s the power of specificity. It lowers your amount of competition, helps you cut through the noise, and enables you to market and sell your services from a position of abundance.
Here’s what Elliot Begoun, principal of TIG Brands, has to say about how he developed his firm’s value proposition:
You could almost look at it in stages of evolution. The first was getting clarity of what I wanted my business to be and understanding what it is that one, I solve for my clients, and two, what it is that I really wanted to do and found enjoyment in.
The other was not getting too diluted. Once you started the activity of being in this business, there are opportunities. You can take a lot of different forks in the road. I did it at first and I see a lot of people do the same thing where they try to take as many of those roads at the same time. At the end of the day, you just wind up diluted and less effective. Once I narrowed that down and got concentrated on the things I did well and the things I enjoyed doing the most, that allowed the scale to happen.
(Learn more about Elliot’s business: Elliot Begoun and The Power of Betting on Yourself)
8. The Point Of Loyalty
Retain the Best, Grow The Rest: The Point of Loyalty is a strategic customer loyalty consultancy dedicated to driving deeper relationships and profitable revenue growth from the abundance of existing customers, with thriving customer loyalty assets.
- WHO: Brands who believe in the essence of their existing customers.
- WHAT (Problem): Customer loyalty.
- WHAT (Result): Deeper relationships and profitable revenue growth.
- WHY: “Adam has designed and deployed customer loyalty, reward and membership program strategies and member research for organisations operating in diverse sectors. These include retail (various), hospitality, hotels & holiday parks, financial services, shopping centres, leisure and entertainment, trade and education.”
Why It Works
At the heart of your value proposition is your expertise or specialty — what you can do better than your competitors. Instead of going after a particular vertical market (a particular industry), The Point Of Loyalty focuses on a horizontal market: a broad, diversified demographic of companies. Their specialty, customer loyalty programs, appeals to this wider client base. However, they’re only able to make it work based on their specialization on solving the problem of improving customer loyalty.
Here’s what Adam Posner, CEO and Founder, has to say about how his specialization in customer loyalty plays into his firm’s value proposition:
I’ve got a process and a strategy and fundamentally it’s built off what I call bespoke research. All roads lead to my research. I’ve got ten studies that I’ve published and I built a brand around that and every year I do it. It is a big investment back to your earlier comments, lots of work, lots of money, time, and efforts, but it has a long tail of content. I can use it for another twelve months. It’s is a point of conversation with clients outside of selling my services. They were interested in the research and my perspective of the landscape. The study, which is called For Love or Money is my lead magnet, should I say, but also my learning opportunities.
I’m forever learning. People say, “You’re an expert or whatever.” I dislike the word expert because everyone’s an expert but I’m a specialist. I keep learning. I never positioned myself as an expert. It’s all about being a specialist and these studies help me learn but also provide learnings and insights to the community.
(Learn more about Adam’s business: How Consultants Can Build A Customer Loyalty Program with Adam Posner)
Imperfect Action: Write Your Value Proposition
Now it’s time to write your value proposition.
Again, if you are a freelancer, service provider, advisor, or consultant, use our Magnetic Messaging formula.
I help [WHO] to [solve WHAT problem] so they can [see WHAT results]. My [WHY choose me]…
You won’t make it perfect on your first try. That’s OK!
Just use the formula to get something on paper, and start publishing it in your marketing materials.
Gather feedback from the marketplace. Use the feedback iterative and improve your message.
Over weeks, months, and years of improvement, you’ll have a value proposition that is simple, clear, and helps you to start conversations with potential clients.
And if you’d like our help to create your perfect value proposition, reach out today.