Creating Value Propositions
One of the most effective ways to help customers discover—and connect with—your product or service is by developing clear, concise value propositions. It’s the art of quickly answering the question: “What’s in it for me?” and demonstrating why they should choose you over the competition.
I like to use Strategyzer’s Value Proposition Canvas as a foundation—not just for product positioning, but also for crafting compelling communication. By understanding your target customer’s key jobs, the pains they experience, and the solutions they seek, you can refine your messaging, build a meaningful brand, and create more authentic connections.
If you’ve joined my session on how to develop a value proposition statement, some of the slides below will look familiar. I’ve also included a short video to help introduce—or refresh—your understanding of how to use the Strategyzer framework effectively.
How to use the canvas
One of the great things about the Value Proposition Canvas is its versatility. Once you’ve built a solid framework, you can apply it across a wide range of channels—email copy, landing pages, video scripts, digital ads, and social posts. It becomes a library of focused, relevant messaging designed to cut through the noise and stand out from the flood of generic “pick-me” pitches online.
In today’s market, truly stepping into your customer’s shoes makes all the difference. Keep refining your canvas as you test different messages, and you’ll start to see a shift—prospects recognizing your offer as the clear, preferred solution to their challenges.
Not sure where to place all of your great ideas? Use the Ad-lib proposition template by Strategyzer and watch the creative juices begin to flow!
