A value proposition is :–:

1. How a product or service benefits the target customers
2. A statement describing those benefits Value is created by solving customer problems or satisfying their wants & needs.

To understand a product’s value proposition, write User stories for the customer. User stories look at a product through the lens of the user to clarify how it creates value for the user.

Value can be delivered in many ways, such as:

• Newness (the first iPhone)
• Improvement (software update)
• Design/usability (nest thermostat that is easier to use)
• Social status (Gucci, Prada, Rolex, etc.)
• Convenience (faster, easier, better location, etc.)
• Novel experiences, (visiting a zoo or circus, attending a magic show, etc.)

Alex Hormozi has a great framework for generating ways to talk about the value proposition(s) of an offer when copywriting.

• Pluses - what are the benefits of the offering?
• Minuses - what pain points does the offering solve?

Then take those and frame them with a variety of perspectives:

• Self - how will these things impact me directly
• Friends - how will my friends/family/wife/team perceive me
• Enemies/competitors - how will my competition perceive me

Related pages

• Customer segment
• Factors of competition