How to create a compelling value proposition
A step-by-step guide to creating your own value proposition describing the value your business is bringing to others.

A value proposition is a simple statement that explains the value you bring to others. It has a simple structure:
For ... (Someone) ... We are ... (Role) ... That ... (Claim) ... Which ... (Benefit)
Someone
Describe your target audience in a clear, simple and engaging way. Your target audience should be someone for which your products and services are both urgent and important.
Role
Describe the role you play in the lives of your customers in a figurative way. Try to break free from the norm and lean towards the more lyrical. This will bring it to life and differentiate you from your competition. Do this in two ways…
- Ask your customers about how they would describe you, or
- Ignore the language your competition is using.
Claim
Describe what you do in a neutral way with a clear claim added to it. Pair your product or service with a claim that can be independently experienced by your customers.
Which
Describe the beneficial result – this can be the upside or return for your customers. Being able to provide something that solves the challenges or problems for your customer is not enough. You need a promise that makes you stand out.
There are four types of promises:
- bigger.
- better.
- fewer.
- faster.
Think of each of the key elements in your value proposition as a button on your ‘commercial amplifier’: allowing you to fine-tune how you are seen by customers, partners, employees and the wider world at large.
An example for a recruitment consultancy:
For established companies that need a dramatic pivot in their business model, we are a talent, that deliver results in less than 48 hours, which results in a dramatically faster recruitment process for client and candidate.
For more information watch the recording of our Creating a compelling value proposition webinar hosted by Economics and business consultant FJ Rutjes.
Take a look at our What’s a value proposition and how can it help your business? Article
Was this useful?
Related content
28th Feb 2022
Top tips from UK businesses for international trading success
SMEs are the lifeblood of our economy, accounting for 99.9% of all UK businesses and generating around 50% of turnover in the UK private sector1 . They also account for an increasing amount of the UK's international trade,...
28th Feb 2022
Abode Heat and their ActionCOACH experience
Ali Hodges, Managing Director and co-founder, and Ben Hodges, Business Development Director at Abode Heat, talked to us about the impact coaching has had on the business.
28th Feb 2022
3 simple steps to effective business planning, in collaboration with ActionCOACH
Planning is a crucial part of business growth. Without a plan it can be difficult to focus on the tasks that will drive your business forward.