How to create a value proposition (and why your business needs one in 2025)
Wondering how to create a value proposition? Learn why all successful businesses have this one crucial feature—and how you can identify your own to attract more of the right customers.
Marketing is full of buzzwords. Some you can ignore. Others? Total game-changers. A strong value proposition sits firmly in the latter camp.
It doesn’t matter whether you sell clothing, art, tech, or homemade jam. If you’re trying to connect with an audience, you need to clearly communicate why they should care about you. That’s where your value proposition comes in.
What is a value proposition?
It’s the clearest answer to the question: Why should someone choose you?
A value proposition is a simple, no-fluff statement that explains the benefit your customer gets from your product or service—and why it’s the best choice for them.
It’s not about saying “we’re the best” or listing your years of experience. It’s about what problems you solve and how your offer makes life better for your audience.
Value proposition vs. USP: what’s the difference?
Here’s where most people get tripped up.
A USP (Unique Selling Proposition) is what makes your offer different. A Value Proposition is why people should care about that difference.
In other words: the USP says “we’re faster”, and the value proposition says “you’ll save time and get results quicker”. The value part is what matters most to your customers.
Why every business needs a value proposition
Still not convinced? Without a clear value proposition, your marketing feels vague. Your messaging lacks punch. And your audience? They’ll scroll right past you.
But with a well-crafted value proposition, you can:
Connect emotionally with your ideal customer
Guide every piece of your marketing
Build a brand that stands out in a crowded market
Think of it like your North Star. When everything aligns around it, your business becomes a magnet for the people you want to reach.
How to craft your value proposition (without the headache)
Don’t overthink it. Start with these key questions:
What problems do I solve for my audience?
What outcomes or transformations do I deliver?
Why do my customers choose me over others?
What makes my solution valuable—beyond the price tag?
How does my offer improve someone’s life, business, or experience?
You’re not just selling a product—you’re selling a result.
And if you’re not totally clear on who your audience is yet? Start there. Knowing who you’re speaking to makes everything else flow.
Use this easy formula to get started
Ready to put it all together? Try this simple framework:
“I help [target audience] achieve [desired result] through [product/service/approach].”
Examples:
“I help ambitious creatives turn their passion into profit through story-driven brand design.”
“We help small business owners grow online sales through scroll-stopping content and performance-driven strategies.”
See? Clear. Focused. Compelling.
Real example: Mailchimp
Mailchimp is a marketing automation platform that offers email marketing services. But their value proposition goes beyond just sending emails.
Their core value proposition is:
This statement highlights that Mailchimp empowers small businesses by providing them with tools and support to grow and succeed.
Mailchimp's value proposition is compelling because it addresses the specific needs of small businesses, offering them accessible and effective marketing solutions. Their focus on simplicity, affordability, and comprehensive support makes them a go-to platform for businesses looking to enhance their marketing efforts without the complexity.
Your turn: make It valuable
You want more traffic, clicks, engagement, sales? It all starts with understanding what makes your offer valuable.
If you can answer “what’s in it for me?” from your audience’s perspective, you’re already on the right track.
Craft it clearly. Communicate it everywhere. Build your marketing around it.
And if you’re stuck? Let’s chat. I help brands uncover what makes them unmissable.