How to Write an Irresistible Value Proposition (+41 Examples)

Do you want to instantly show potential leads your worth and attract more customers away from your competition?

Regardless of your product or service, you almost certainly have competition. So what makes a customer choose you over another company?

The answer lies in a great value proposition.

That’s why, in today’s post, we’re going to give you 41 value proposition examples you can use to create your own.

But since this is such an in-depth resource, feel free to navigate to the section that interests you most.

Ready to start writing your unique value proposition? First, let’s briefly cover the basics.

What Is a Value Proposition?

A value proposition is a message that shows people the unique benefits of your product or service. This is a critical component that you NEED to nail.

That way, when your customers are “shopping around,” your value proposition will set you apart from the competition.

Creating a rock-solid value proposition will help your business grow by:

  • Encouraging repeat customers
  • Improving your brand’s word-of-mouth marketing
  • Increasing customer’s average order value (AOV)
  • Reducing churn from your current customer base
  • And more…

Keep in mind that your value proposition needs to outweigh the price of your product. That’s the only way to make sure new leads choose your company over the competition.

So if someone’s shopping around and finds two similar products whose features are identical, but one costs $50 and the other $100, which one will they choose?

Whichever product they believe offers the most value for their money.

While pricing is always a factor, many consumers are happy to pay more for a product if it’s the best solution to the problem they’re facing. They may be looking for things outside of cost, such as:

  • Quality of the product
  • Speed of results
  • Duration of results
  • Efficiency in solving their problem
  • Reliability of your brand’s reputation
  • And much more…

In other words, a value proposition should be strong enough that people believe they’re getting more than what they pay for with your company (and that they WON’T find with your competition).

Now that we have a basic idea of what value propositions are, let’s look at 41 examples you can start using today!

41 Value Proposition Examples

Here are 41 of the top value propositions currently in use by leading brands. Use these as inspiration to blow your competition out of the water.

1. Stripe: “Web and mobile payments, built for developers”


Product: A set of tools that empower businesses to accept and manage online payments.

Target market: Developers and business owners.

Primary benefit: Simple and streamlined payments.

What makes it unique? It shows Stripe’s emphasis on simplicity.

2. Lyft: “Rides in Minutes”


Product: On-demand car service.

Target market: People who need a simple method for getting from “Point A” to “Point B.”

Primary benefit: Immediate response.

What makes it unique? Lyft focuses on providing local service without any delays.

3. Uber: “Get there: Your day belongs to you”


Product: Low-cost taxi service.

Target market: People who need low-cost, on-demand transportation.

Primary benefit: Eliminates the frustrations of travel.

What makes it unique? The proposition focuses on the needs of the customer by using the word “you.”

4. Periscope: “Explore the world through someone else’s eyes”


Product: Live streaming video content.

Target market: Millennials who want real-time visual content.

Primary benefit: The ability to experience moments without borders.

What makes it unique? “Explore” is a powerful word that shows how users have control over the experience.

5. Bovada: “Raise Your Game”


Product: Online sports betting and casino games.

Target market: Competitive people with a tolerance for risk.

Primary benefit: A place to be competitive and a chance for rewards.

What makes it unique? It’s short and sweet, which says something about the simplicity of the brand and its service.

6. Budweiser Beer: “The Great American Lager”


Product: Low-cost, high-quality beer.

Target market: The average American.

Primary benefit: Familiar-tasting beer at a fraction of the price.

What makes it unique? The use of “great American” ties the beer to something more than the drink itself.

7. Target: “Expect More, Pay Less”


Product: Thousands of SKUs across many industries.

Target market: Cost-conscious shoppers who expect quality.

Primary benefit: Quality products at prices that are lower than the competition.

What makes it unique? You don’t have to compromise on price or quality; you can get both.

8. Walmart: “Save Money. Live Better.”


Product: Virtually any product a customer wants.

Target market: Lower- and middle-class bargain shoppers.

Primary benefit: You get to buy the things that will make your life better, without the hefty price tag.

What makes it unique? In addition to touching on the money aspect of the transaction, it also highlights the intrinsic benefits.

9. Skillshare: “Learn a New Skill Each Day”


Product: Online classes and lessons.

Target market: Entrepreneurs and creative minds.

Primary benefit: The ability to learn via bite-sized lessons.

What makes it unique? The focus on quick, on-demand learning.

NoteWant to make your own online course? Check out this article on the best learning management system (LMS) plugins to build a virtual class. Then follow that up with our 12 ways to promote your online course.

10. Evernote: “Remember Everything”


Product: App for organizing.

Target market: Busy individuals and professionals.

Primary benefit: Easy and integrated task management.

What makes it unique? The ability to organize your notes all in one place, so you never forget a great idea.

11. Square: “Start Selling Today”


Product: Credit card processing services.

Target market: Small business owners.

Primary benefit: Easy payment processing regardless of location.

What makes it unique? The focus on immediacy.

12. Zapier: “Connect Your Apps and Automate Workflows”


Product: App integration platform.

Target market: Busy professionals with lots of apps.

Primary benefit: The ability to streamline workflows.

What makes it unique? It highlights the relationship between connectivity and automation.

13. Spotify: “Music for Everyone”


Product: Online streaming music.

Target market: Families and single people alike.

Primary benefit: Music on the go.

What makes it unique? Moms, dads, kids, singles, there’s music to suit everyone’s tastes, all in one app.

14. Intuit: “Simplify the Business of Life”


Product: Finance and tax software.

Target market: Small business owners.

Primary benefit: Simplification.

What makes it unique? The benefit extends far beyond just business; it simplifies your life.

15. LegalShield: “Worry Less. Live More.”


Product: Legal protection.

Target market: Individuals and small businesses.

Primary benefit: Legal protection you can trust to be there whenever you need it.

What makes it unique? It takes the stress out of legal situations.

16. Gusto: “Payroll and Benefits Designed for Modern Businesses”


Product: Payroll and benefits software.

Target market: Busy business owners.

Primary benefit: Streamlined payroll and benefits management.

What makes it unique? It shows that Gusto is designed with progressive businesses in mind.

17. Gengo: “People-Powered Translation at Scale”


Product: Custom translation services.

Target market: Travelers, businesses, and more.

Primary benefit: Access to professional translating services at any time.

What makes it unique? The ability to scale according to size and need.

18. Listia: “Sell Your Old Stuff. Get New Stuff for Free.”


Product: A service that lets you profit from selling.

Target market: People who want to get rid of unwanted items.

Primary benefit: The ability to replace the old stuff with new items.

What makes it unique? The mutual focus on giving and getting.

19. Proven: “The One Stop Shop for Small Business Hiring”


Product: A streamlined platform for finding employees.

Target market: Small business owners.

Primary benefit: Quick and easy searches for applicants.

What makes this value proposition unique? “One-stop shop” for all of your needs.

20. Fundly: “Raise Money for Anything”

fundly-uvp (1)

Product: Online fundraising platform.

Target market: People and groups who need funding.

Primary benefit: The ability to reach a large number of people.

What makes this value proposition unique? Users can fund any project, regardless of need.

21. Locu: “Get Found Online”


Product: Online visibility services.

Target market: Small business owners and marketers.

Primary benefit: Increased Internet visibility.

What makes this value proposition unique? Simplicity and automation.

22. DogVacay: “Find the Perfect Pet Sitter Near You”


Product: Pet sitting services.

Target market: Pet owners that travel.

Primary benefit: Loving sitters in your area.

What makes this value proposition unique? The focus on finding the “perfect” sitter for your pet, so you can rest at ease and enjoy your vacation.

23. Thumbtack: “Consider it Done”


Product: Professional services for hire.

Target market: People who need professional services and help.

Primary benefit: The ability to get help anywhere, anytime.

What makes this value proposition unique? The concise nature of the proposal is reflective of the simple service offered.

24. WP Engine: “WordPress Hosting, Perfected”


Product: WordPress hosting.

Target market: Small business owners and people who need websites.

Primary benefit: Web hosting without issues.

What makes this value proposition unique? The focus on perfection at all levels, so you don’t have to worry about your site going down. This is the most important aspect of WordPress hosting that many companies ignore mentioning in their marketing.

25. JORD: “Luxury Hand-Crafted All-Natural Wooden Watches”


Product: Wooden watches.

Target market: Stylish men and women with a taste for craftsmanship.

Primary benefit: Hand-crafted, unique watches.

What makes this value proposition unique? The focus is on luxurious, hand-crafted products.

26. Vimeo: “Make Life Worth Watching”


Product: Online video streaming.

Target market: People who want to upload or watch a video.

Primary benefit: A simple platform for watching, uploading, and sharing video.

What makes this value proposition unique? Focuses on the intrinsic value and artistic nature of a well-crafted video.

27. Tortuga Backpacks: “Bring Everything You Need Without Checking a Bag”


Product: Travel backpacks.

Target market: Young travelers and weekend road trippers.

Primary benefit: The ability to travel light.

What makes this value proposition unique? There’s no need to deal with the cost and hassle of checking bags at the airport.

28. Ladders: “Move Up In Your Career”


Product: Career advice and related services.

Target market: Ambitious and motivated professionals.

Primary benefit: Ability to move up in your career.

What makes this value proposition unique? Emphasis on career growth, versus merely finding a job.

29. Pinterest: “The World’s Catalog of Ideas”


Product: Access to ideas and inspiration.

Target market: Creatives, DIYers, women planning their wedding or looking for a masterpiece to cook tonight.

Primary benefit: Ability to find something beautiful to create.

What makes this value proposition unique? Emphasizes the vast depth and size of the platform.

30. Salesforce: “Connect to Your Customers in a Whole New Way”


Product: CRM solution.

Target market: Business owners and marketers.

Primary benefit: Easy-to-use CRM solution without compromise.

What makes this value proposition unique? Focuses on building a deeper relationship with your customers.

31. Bitly: “Shorten. Share. Measure.”


Product: Link management platform.

Target market: Small business owners and digital marketers.

Primary benefit: Simple access to the power of link management.

What makes this value proposition unique? Focuses on the three vital elements of link management without any superfluous language.

32. Dollar Shave Club: “A Great Shave for a Few Bucks a Month”


Product: Subscription-based razors.

Target market: Cost-conscious millennial males who want to look great with less hassle.

Primary benefit: A high-quality shave that’s convenient and low-priced.

What makes this value proposition unique? Focuses on the total monthly cost.

33. SEMrush: “Get measurable results”

semrush value proposition example

Product: SEO tool for tracking results.

Target market: Digital marketers.

Primary benefit: A detailed analytics tool to improve SEO.

What makes this value proposition unique? Doesn’t just promise results, but focuses on “measurable” results. This is the core of what digital marketers want in an SEO tool.

34. Constant Contact: “Powerful email. No restrictions.”

constant contact value proposition

Product: Email marketing tool.

Target market: Small business owners and digital marketers.

Primary benefit: Provides an email marketing solution to grow your business.

What makes this value proposition unique? The focus here is that there are “no restrictions.” This focuses on the unlimited potential you can have with email marketing.

35. Nike: “Made from at least 40% recycled materials.”

nike shoes value proposition

Product: Sneakers.

Target market: Athletes.

Primary benefit: A comfortable and flexible shoe to support runners.

What makes this value proposition unique? For the specific product, the value lies in using sustainable materials. This is emphasized in the product description and many consumers would gladly pay a little more knowing these sneakers are environmentally friendly.

36. Bluehost: “Free domain name and SSL certificate.”

bluehost value proposition

Product: Web hosting services.

Target market: Marketers, small business owners, entrepreneurs, or anyone looking to build a website.

Primary benefit: Offers web hosting for WordPress.

What makes this value proposition unique? They have a few worth noting. First, the idea that it makes WordPress “easy.” This is important to set Bluehost apart from the competition.

From there, they also offer a free domain name and an SSL certificate to users included in their hosting plan. This can be the extra push a client needs to pull out their credit card.

37. WPForms: “Powerful and Easy!”

wpforms homepage

Product: Online form builder.

Target market: Owners of WordPress websites.

Primary benefit: Builds online forms to capture leads, take orders, receive payments, and much more.

What makes this value proposition unique? They focus on having a plugin that’s both “easy and powerful.”

This helps new users understand they don’t need a complicated setup, but they won’t have to sacrifice power or features in the process.

38. Ooma: “Work from home or anywhere, and stay connected.”

ooma homepage

Product: VoIP phone service.

Target market: Business owners.

Primary benefit: Provides an internet-based phone service for businesses of all sizes.

What makes this value proposition unique? They focus on the flexibility their services offer. “Work from anywhere and stay connected” is a HUGE value proposition for the modern workplace.

39. WooCommerce: “Build exactly the eCommerce site you want.”

woocommerce value proposition homepage

Product: An eCommerce website builder.

Target market: Business owners and entrepreneurs.

Primary benefit: Allows people to build eCommerce websites to sell their products online.

What makes this value proposition unique? The value proposition here is for non-technical business owners to have a stunning eCommerce site that’s tailored to their unique needs.

It’s what makes the term “exactly” so important from the copy on WooCommerc’es homepage: “Build exactly the eCommerce website you want.”

40. Shopify: “Anyone, anywhere, can start a business.”

shopify value proposition

Product: An eCommerce website builder.

Target market: Business owners and entrepreneurs.

Primary benefit: Allows people to build eCommerce websites to sell their products online.

What makes this value proposition unique? The emphasis here is that literally anyone can create a website to start selling online.

This is very appealing to non-technical business owners who want a simple solution for selling online FAST.

41. OptinMonster: “Convert and Monetize.”

optinmonster new homepage

Product: The world’s #1 lead generation software.

Target market: Business owners, bloggers, and entrepreneurs.

Primary benefit: Helps people grow their email list, boost conversions, and drive direct sales.

What makes this value proposition unique? Whereas many lead generation tools focus on growing your list, OptinMonster’s value proposition goes one step further: converting and monetizing your site’s traffic.

This CAN be done through growing your list, but can also be used to:

  • Reduce cart abandonment
  • Upsell/cross-sell products
  • Distribute coupon codes for more sales
  • Redirect users to popular posts (to boost SEO)
  • Increase webinar registrations
  • And so much more…

All of these goals have two components, conversion and monetization, which is what OptinMonster specializes in.

Now that we’ve seen 41 value proposition examples, let’s take a look at how you can write your own value proposition.

How to Write a Value Proposition

The first thing you’ll need to get started with writing your value proposition is a value proposition canvas.

A value proposition canvas is very similar to a business plan canvas: it’s a simple, visual framework for brainstorming your value proposition.

When filling out your value proposition canvas, you’ll want to answer some questions about your product and your customer. Here’s an example from Peter Thomson.


Some questions you’ll want to ask yourself include:


  • What does your product do?
  • What does it feel like to use your product?
  • How does your product work?
  • What features does it have?


  • What are the emotional drivers of purchasing?
  • What are the hidden needs?
  • What are the rational drivers of purchasing?
  • What are the risks of switching to your product?
  • What do people currently do instead?

Once filled out, your value proposition canvas might look something like this.


OK, now that you have your canvas filled out, you should have a good idea of how your product and your customer’s needs fit together. Now it’s time to write your customer value proposition!

Here are some templates to get you started:

6 Value Proposition Templates

Use these value proposition templates to begin crafting your own. You probably won’t end up using these ideas word for word, but they’ll give you a great starting point.

1. Geoff Moore’s Value Positioning Statement

In Geoff Moore’s seminal book, Crossing the Chasm, he suggests the following template for writing your value proposition.

For [target customer] who [statement of the need or opportunity], our [product/service name] is [product category] that [statement of benefit].

Example: “For non-technical marketers who struggle to find a return on investment in social media, our product is a web-based analytics software that translates engagement metrics into actionable revenue metrics.”

2. Steve Blank’s XYZ

Here is perhaps the most straightforward value proposition template from Steve Blank.

We help [X] to [Y] by [Z].

Example: “We help parents spend more quality time with their kids by providing parent-friendly play areas.”

3. Venture Hacks’ High-Concept Pitch

This value proposition template from Venture Hacks leverages businesses that already exist in your industry to craft your unique value proposition.

[Proven industry example] for/of [new domain].

Example: “Flickr for video.”

4. Peter Sandeen’s Value Proposition

Peter Sandeen says the idea is to “hit people over the head with what makes you different.”

What makes you valuable? (Collect all of the most persuasive reasons people should notice you and take the action you’re asking for.)
Can you prove that? (Use studies, testimonials, social proof, etc. to verify your claim.)

5. Customer-Problem-Solution

Vlaskovits and Cooper use what they call a Customer-Problem-Solution value proposition template.

Customer: [who your target audience is] Problem: [what problem you’re solving for the customer] Solution: [what is your solution to the problem]

Example: “Customer: I believe my best customers are small and medium-sized business (SMB) markets. Problem: Who cannot easily measure campaign ROI because existing solutions are too expensive, complicated to deploy, display a dizzying array of non-actionable charts. Solution: Low cost, easy to deploy analytics system designed for non-technical marketers who need actionable metrics.”

6. Dave McClure’s Elevator Ride

Dave McClure suggests a 3-step checklist for writing your unique value proposition.

Short, simple, memorable; what, how, why.
3 keywords or phrases
KISS (no expert jargon)

Example: “ is the free, easy way to manage your money online.”

That’s it! In this guide, you learned what a value proposition is, and you saw 32 value proposition examples that are impossible to resist. You also learned how to write a value proposition with a value proposition canvas and 6 templates.

Now it’s your turn. Go ahead and use these examples as inspiration to craft your value proposition, so you can start standing out from the competition!

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We hope you enjoyed this post. If you did, you’ll definitely want to check out the following resources:

These articles will have everything you need to use your value proposition to attract better leads, grow your email list, and scale your business today!

Mary Fernandez
Mary Fernandez is a professional blogger. When she’s not at her desk, you can usually find Mary exploring sunny San Diego, CA with her laptop, husband, and three kids in tow.


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  2. Wow, there is some real value in this post. Exactly what I needed! Thank you!

    1. Thank you, Roger! Glad it helped you out 🙂 If you’d like, you can follow us on Twitter for more free marketing resources.

  3. amazing draft.. really helpful for me at the right time…

  4. These seem more like tag lines or headlines than value propositions.

    1. Jacinda Santora
      Jacinda Santora May 9, 2019 at 5:21 pm

      You’re on the right track, Sarah! Value propositions can often be shortened into taglines or slogans.

  5. Hi. I am in the process of developing a value proposition for my product site and found the way you simplified the canvas and the templates to be really useful. Thanks for putting it together and sharing it.

    1. Nathan Thompson
      Nathan Thompson July 26, 2021 at 9:43 am

      Thanks so much, and we’re happy you found it helpful 🙂

  6. Wow! such a beautiful article. I read it in full. Thank you very much for sharing your experience. I appreciate your excellent article.

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