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Every business has a value proposition. Whether you’ve defined it on a slide deck, written it in a business plan, or never thought about it at all — it’s there. And it’s doing more work than you might realise.
Let’s break this down in plain English.
What is a value proposition?
A value proposition is a clear statement of why someone should choose your product or service over anyone else’s. It’s not a fancy marketing term (well, it is, but ignore that for now). It’s just your answer to the question: Why should a customer buy from you?
That might be because you’re cheaper. Or faster. Or more reliable. Maybe you’re friendlier. Maybe you go the extra mile. Maybe you solve a very specific problem in a very specific way.
Whatever it is, that’s your value proposition.
But I’ve never written one down…
Doesn’t matter.
If you’ve ever won a customer, had a good review, or had someone recommend your business: that happened because they saw your value. They saw something in what you do that made them choose you. That’s your value proposition in action.
It might be in your prices, your people, your speed, your story, your customer care. It might even be your location. But it’s there. Even if it’s only living in the heads of your customers or your team.
Your website is already saying something, whether you like it or not
Here’s the thing. Even if you’ve never written a value proposition, your website and social media are telling people what they should expect from you.
The language you use. The images you choose. The tone. The layout. The things you focus on. They all send signals.
If your website is hard to use or vague about what you do, your message is “we’re confusing” , even if that’s not what you intended. If your last social post was six months ago, it might say “we’re not active”. If your copy is all about low prices, people will assume that’s what you compete on.
You don’t get to choose whether your business sends a message, only whether you control it.
So if your website and social media aren’t reflecting your actual strengths, it’s time for a rethink. Because the gap between what you think you’re saying and what people actually hear? That’s the bit that loses sales.
Real-world examples of value propositions
To bring it to life, here are three well-known businesses and what their value propositions sound like:
1. IKEA
Affordable, stylish furniture that you can take home today and assemble yourself.
IKEA’s value proposition isn’t just about cheap furniture. It’s about good-looking design that fits your life and your wallet, and the convenience of walking out with it the same day.
2. FedEx
When it absolutely, positively has to be there overnight.
That line says it all. FedEx built its brand on reliability and speed, promising peace of mind when delivery really matters.
3. Airbnb
Belong anywhere.
Airbnb offers more than just a place to stay. Their value proposition is emotional, connecting you with local experiences and making you feel at home anywhere in the world.
These aren’t just taglines. They reflect what the companies offer, what their customers care about, and how they stand out in the market.
Why it’s worth defining it properly
While every business has a value proposition, not every business makes the most of it.
When you define it clearly, you give yourself a tool. You can build better marketing, sharpen your sales pitch, train your staff more effectively, and even develop new products and services that align with what your customers truly care about.
It becomes easier to stand out in a crowded market. Easier to attract the right kind of customer. And easier to explain what you do, without waffling through a five-minute description.
So where do you start?
If you’re not sure what your value proposition is, ask yourself these questions:
- Why do customers choose us?
- What do we do better than our competitors?
- What do our best customers say about us?
- What problem do we solve that really matters to people?
Listen closely to the words your customers use, not just what you think sounds good.
You don’t need jargon. You don’t need polish. You just need clarity.
In short
You already have a value proposition, even if you’ve never used the phrase before. But defining it clearly can be a turning point. It helps you focus, communicate, and grow with more purpose.
Your marketing is already telling people what you stand for. Make sure it’s saying the right thing.
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Ready to define your value proposition and transform your marketing results? The Marketing Detective Agency specialises in helping service-based businesses clarify their positioning and accelerate growth. Let's solve your marketing mystery together. Book a Power Hour now