{"id":41877,"date":"2020-05-26T10:00:52","date_gmt":"2020-05-26T17:00:52","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/what-is-a-value-proposition\/"},"modified":"2025-02-09T17:12:14","modified_gmt":"2025-02-10T00:12:14","slug":"value-proposition","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/value-proposition\/","title":{"rendered":"Value Proposition"},"content":{"rendered":"<blockquote><p><strong>What is a value proposition? A value proposition is a declarative statement that explains why a customer should purchase your product or service. It clearly explains what differentiates you, or makes your offering \u201cunique,\u201d and why you are the best choice on the market.<\/strong><\/p><\/blockquote>\n<p><em>Value<\/em> is a word that has nearly lost its meaning. This five-letter word has been overused and abused by brands across every messaging statement, across every website page, across every sales email. The way we do business has changed, and our messaging must change as well.<\/p>\n<p>Brands that truly offer value to their customers \u2014 and communicate that value in a meaningful way \u2014 are the ones that will weather economic storms. Brands that demonstrate how they are uniquely positioned to meet buyer needs are the ones that will be noticed while their competitors are overlooked.<\/p>\n<p>So, now is the time to do something about your unique value proposition. That starts by understanding its definition, the necessary elements, and how other experts and brands are executing them in a meaningful way.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-53098 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/What-is-a-value-proposition.png\" alt=\"What is a value proposition?\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/What-is-a-value-proposition.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/What-is-a-value-proposition-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/What-is-a-value-proposition-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>What is a Value Proposition?<\/h2>\n<p>A value proposition (VP) is a declarative statement that explains why a customer should purchase your product or service. The statement summarizes how you will deliver your brand promise and how your offering will deliver value to customers. It clearly explains what differentiates you or makes your offering \u201cunique\u201d and why you are the best choice on the market.<\/p>\n<p>When developing your value proposition statement:<\/p>\n<ul>\n<li>Don\u2019t be vague or indirect, as your customer does not have time to dissect value positioning statements all day.<\/li>\n<li>Don\u2019t spout off duplicitous messaging that does the opposite of conveying how you will deliver your promise by instead making promises your brand can\u2019t keep.<\/li>\n<li>Do remember your competition is never far away when your customer needs a quick and convenient alternative.<\/li>\n<\/ul>\n<p>Get to the point and appeal to your customer\u2019s most pressing needs. Show why your offering is stronger than the competition so they can make an easy purchasing decision. Be honest and forthright to instill trust in your brand so your customer stays your customer long after the transaction. Serve, don\u2019t sell.<\/p>\n<p>The muse of your value proposition is your ideal customer (aka target audience). This is why, when developing your messaging, \u201ccustomer value proposition\u201d is an important synonymous term to keep in mind. Why should your customer buy from you \u2014 not one of your competitors? Your value prop should answer that question concisely in <a href=\"https:\/\/www.clearvoice.com\/resources\/voice-of-the-customer-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">the voice of your customer<\/a>.<\/p>\n<p>Of all of the messaging statements out there, value propositions have perhaps the most variations with synonymous terms.<\/p>\n<p><a href=\"https:\/\/www.clearvoice.com\/resources\/value-proposition\/\" target=\"_blank\" rel=\"noopener noreferrer\">Value proposition<\/a>\u00a0synonyms include:<\/p>\n<ul>\n<li>Unique selling proposition (USP)<\/li>\n<li>Unique value proposition (UVP)<\/li>\n<li>Value proposition (VP)<\/li>\n<li>Value proposition statement<\/li>\n<li>Value prop<\/li>\n<li>Customer value proposition<\/li>\n<li>Brand value proposition<\/li>\n<li>Brand proposition<\/li>\n<li>Proposition of value<\/li>\n<li>Business value proposition<\/li>\n<li>Sales value proposition<\/li>\n<li>Product value proposition<\/li>\n<li>Value positioning<\/li>\n<li>Value statement<\/li>\n<\/ul>\n<h2>What a Value Proposition is Not<\/h2>\n<p>It\u2019s common for content creators to use various messaging statements interchangeably because, frankly, there is a whole mess of statements to keep up with. Additionally, content is subjective. Content marketers have various styles, approaches, and definitions of various brand statements.<\/p>\n<p>Being that the goal of a value prop is to create content that customers effortlessly connect with, you don\u2019t want to cause confusion. The most common messaging mix-ups are brand statements and mission statements. Let\u2019s clarify some things by detailing these messaging statements.<\/p>\n<h3>Value proposition vs. brand positioning statement<\/h3>\n<p>This is where the biggest mix-up occurs. If you squint your eyes just so, the words \u201cproposition\u201d and \u201cposition\u201d look the same, even though they have completely different meanings. If someone uses \u201cbrand proposition\u201d as a synonymous term for value proposition, then all hell breaks loose.<\/p>\n<p><a href=\"https:\/\/www.clearvoice.com\/resources\/what-is-a-brand-positioning-statement\/\" target=\"_blank\" rel=\"noopener noreferrer\">A brand positioning statement<\/a>\u00a0is a persuasive one-line statement that captures the reason the business exists and the legacy the brand wants to be remembered for. This internal-facing statement aligns your team around your brand\u2019s purpose.<\/p>\n<p>A value proposition focuses on your brand\u2019s promise to deliver rather than your brand\u2019s purpose of existence. A positioning statement is created from the value proposition to bring in the deeper \u201cwhy\u201d or essence of your brand.<\/p>\n<h3>Value proposition vs. mission statement<\/h3>\n<p>Confusion happens between <a href=\"https:\/\/www.clearvoice.com\/resources\/content-mission-statement\/\">mission statements<\/a> and value propositions simply because the mission is a more prominent figure. A brand is much more likely to have an optimized mission statement&#8230; that they try to repurpose into other statements with different purposes.<\/p>\n<p>A mission statement might appear on the About page of your website for all to see, but it is very much about the internal perception of the brand. Your mission defines what you do, and it is the core of your business. A unique value proposition is about external perceptions, and it clearly states why a customer should buy your product or service.<\/p>\n<p>A value proposition can most certainly draw inspiration from your mission statement. In mere moments, we\u2019ll explain and show how it can be an extension of your mission statement \u2014 and still maintain its structural integrity.<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-53103 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/4-Elements-of-Value-Props.png\" alt=\"4 Elements of a value proposition that instills trust\" width=\"820\" height=\"394\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/4-Elements-of-Value-Props.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/4-Elements-of-Value-Props-300x144.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/4-Elements-of-Value-Props-768x369.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>4 Elements of a Value Proposition that Instills Trust<\/h2>\n<p>At this point in the game, you have leveraged content to drive awareness of your brand and nurture existing and future customers. Then a wee pandemic comes along, and you don\u2019t know where you stand anymore as a brand. Suddenly, trust and value play a more prominent role for all of us.<\/p>\n<p>When making a big purchase,\u00a0<a href=\"http:\/\/www.globenewswire.com\/news-release\/2018\/11\/06\/1646241\/0\/en\/SurveyMonkey-Reveals-New-Research-to-Help-Businesses-Understand-Consumer-Perceptions-on-Trust.html\" target=\"_blank\" rel=\"noopener noreferrer\">trust plays a major role<\/a> for 92 percent of Americans, 89 percent of U.K. residents, and 95 percent of Canadians. Trust is perhaps another word we content marketers have exhausted as much as value. However, for customers to trust brands in today\u2019s changing business environment, they must immediately recognize the value you offer.<\/p>\n<p>It\u2019s a good time to revisit your value proposition. Make sure you are\u00a0staying relevant in uncertain times\u00a0and presenting a solution that is responsive to your customer\u2019s current needs.<\/p>\n<p>The basic elements of a value proposition include the following:<\/p>\n<ol>\n<li><strong>Offering<\/strong>: The product or service that solves problems\/adds value. (WHAT)<\/li>\n<li><strong>Audience<\/strong>: The ideal customer, or target audience, who will benefit from your offering. (WHO)<\/li>\n<li><strong>Value<\/strong>:\u00a0The recognizable benefits that matter most to the customer. (WHY)<\/li>\n<li><strong>Differentiator<\/strong>: The reason the customer should trust you over someone else. (HOW)<\/li>\n<\/ol>\n<p>Your unique value proposition needs to have meaning; otherwise, your customer will not connect with your brand or your offering. Without that connection, your customers will not have any foundation to build trust upon. Instead, they will turn toward someone else they feel they can trust, such as Competitors X, Y, or Z.<\/p>\n<p>So&#8230; how do you write an effective value prop? Five experts in the branding and content marketing space shared their perspectives on what it takes to master the unique value proposition statement. Learn from tried-and-tested themes and templates they have developed \u2014 and see examples that bring more context to these strategies.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-55501 size-full\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2025\/02\/ClearVoice_Inline-Ad_1.png\" alt=\"Talk to a ClearVoice content strategist!\" width=\"820\" height=\"261\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2025\/02\/ClearVoice_Inline-Ad_1.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2025\/02\/ClearVoice_Inline-Ad_1-300x95.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2025\/02\/ClearVoice_Inline-Ad_1-768x244.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Value Proposition Examples: Extension of the Core Mission<\/h2>\n<blockquote><p><em>A value proposition &#8211; done right &#8211; is an extension of your core mission, which shouldn&#8217;t change. For more than 20 years, our mission at Kinesis has been &#8216;Transformation.&#8221;<\/em><\/p>\n<p><em>We help our clients transform their organizations, our employees to transform their careers, and our community to be a place of positive change. This one-word mission idea is the driving force in everything we do&#8230; think of it as our &#8216;why.&#8217;<\/em><\/p>\n<p><em>Most folks don\u2019t get this right, or they lean on clich\u00e9s and platitudes, like &#8216;Integrity&#8217; or &#8216;Excellence.&#8217; However, once you get the mission right, then you can craft a meaningful value proposition that connects to your internal and external audiences \u2014 that\u2019s your value proposition.<\/em><\/p>\n<p><em>And, even better, when you know what your mission is, you can adapt and change your value proposition and business model to meet any new challenge. That\u2019s especially important as we enter a time of certain uncertainty. <\/em><\/p>\n<p><em>\u2014 <\/em><strong>Shawn Busse<\/strong>, CEO\/Founder, <a href=\"https:\/\/www.kinesisinc.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kinesis<\/a><\/p><\/blockquote>\n<h3>TOMS Shoes value proposition<\/h3>\n<p>When you\u2019re buying apparel, it can feel pretty meaningless, right? Yet, TOMS Shoes turned purchasing shoes into a way to make progress. Using its One for One business model, for every pair of TOMS shoes purchased by a customer, the company provided a pair of shoes to a child in need.<\/p>\n<p>Just last year, TOMS moved away from its one-for-one model to instead <a href=\"https:\/\/fashionista.com\/2019\/11\/toms-evolves-one-for-one-model\" target=\"_blank\" rel=\"noopener noreferrer\">give a third of its net profits\u00a0<\/a>to the company\u2019s giving fund. During COVID, the donations have been redirected to support organizations on the frontlines.<\/p>\n<p>The name TOMS is short for Tomorrow\u2019s Shoes.\u00a0Improving lives and communities\u00a0are the heart and soul of the TOMS mission statement. This company doesn\u2019t just use their value proposition as an extension of their mission, they also extend their philanthropic nature into all aspects of the business. And, their customers get to be a part of that.<\/p>\n<p><strong>Value Proposition<\/strong><\/p>\n<blockquote><p><a href=\"https:\/\/fourweekmba.com\/toms-one-for-one-business-model\/#What_are_the_key_partners_and_value_propositions_for_TOMS_shoes\" target=\"_blank\" rel=\"noopener noreferrer\">Improve the lives<\/a>\u00a0of millions of people around the world while creating a for-profit sustainable business model, based on a fashionable product for aware consumers.<\/p><\/blockquote>\n<ul>\n<li><strong>Offering<\/strong>: Shoes<\/li>\n<li><strong>Audience<\/strong>: Conscious consumers<\/li>\n<li><strong>Value<\/strong>: Giving back with every purchase<\/li>\n<li><strong>Differentiator<\/strong>: Improving lives and communities<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-53109 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Toms-Value-Prop.png\" alt=\"\" width=\"820\" height=\"379\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Toms-Value-Prop.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Toms-Value-Prop-300x139.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Toms-Value-Prop-768x355.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Value Proposition Examples: Short, Punchy, and Powerful<\/h2>\n<blockquote><p><em>In my agency life and as a freelance writer, I&#8217;ve had to write a value prop for a client or two along the way. Whether for a website rewrite or a complete rebranding, it always comes down to one thing: Saying the most powerful thing possible in the fewest amount of words.&#8221;<\/em><\/p>\n<p><em>In that vein, my No. 1 goal is to first identify what makes this client&#8217;s product or service most unique when held up against their competitors. Oftentimes, that means researching the competition to make sure I&#8217;m positioning this business in a way where they&#8217;ll stand out successfully \u2014 not just sound like the rest.<\/em><\/p>\n<p><em>Once that element (or elements) is identified, <a href=\"https:\/\/www.clearvoice.com\/resources\/successful-content-strategists-5-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">keeping it short and sweet<\/a> is always my next goal. Because if you can&#8217;t express what makes your client different in a short, punchy, and powerful way, then you&#8217;re missing the most important chance to connect with customers right from the start. <\/em><\/p>\n<p><em>\u2014<\/em><strong>Gregg Rosenzweig, <\/strong>Writer\/Creative Director, GR ink<\/p><\/blockquote>\n<h3>Glo value proposition<\/h3>\n<p>Working out from home has suddenly become the new normal. Glo (formerly known as YogaGlo) launched in 2007, long before subscription-based online fitness classes were a thing.<\/p>\n<p>Convenience and expertise are big perks for busy wellness enthusiasts. Glo subscribers take unlimited classes virtually for the cost of a single studio class. This has always been Glo\u2019s differentiator in the wellness space, as their model makes yoga widely accessible. Throughout COVID, they have provided\u00a0<a href=\"https:\/\/glo.com\/fromourhearts?utm_source=blog&amp;utm_medium=blog_glo&amp;utm_campaign=covid_note\" target=\"_blank\" rel=\"noopener noreferrer\">a selection of free classes as well<\/a>.<\/p>\n<p>Glo has an\u00a0<a href=\"https:\/\/www.glo.com\/our-manifesto\" target=\"_blank\" rel=\"noopener noreferrer\">entire manifesto<\/a>\u00a0that incorporates its mission and vision statements\u2026<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-53107 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Glo-Letter_Value-Prop.png\" alt=\"\" width=\"820\" height=\"379\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Glo-Letter_Value-Prop.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Glo-Letter_Value-Prop-300x139.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Glo-Letter_Value-Prop-768x355.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<p>&#8230;yet Glo keeps its value proposition short, punchy, and powerful while demonstrating how its unique business model helps it stand out in the wellness market.<\/p>\n<p><strong>Value Proposition<\/strong><\/p>\n<blockquote><p><a href=\"https:\/\/medium.com\/@derikmills\/celebrating-10-years-of-glo-and-our-new-logo-fd915d6c7042\" target=\"_blank\" rel=\"noopener noreferrer\">Thousands of classes at our customers\u2019 fingertips<\/a>. World-class teachers. A subscription that costs less than one class a month. Anytime, anywhere\u2026<\/p><\/blockquote>\n<ul>\n<li><strong>Offering<\/strong>: Online yoga, meditation, and Pilates classes<\/li>\n<li><strong>Audience<\/strong>: Wellness-conscious consumers<\/li>\n<li><strong>Value<\/strong>: Unlimited access to reasonable on-demand classes with expert instructors<\/li>\n<li><strong>Differentiator<\/strong>: Practicing wherever and whenever.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-53108 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Glo-Value-Prop.png\" alt=\"\" width=\"820\" height=\"496\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Glo-Value-Prop.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Glo-Value-Prop-300x181.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Glo-Value-Prop-768x465.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Value Proposition Examples: Delivering With Distinction<\/h2>\n<blockquote><p><em>The purpose of a unique value proposition (UVP) is to clearly articulate a brand pillar that is defined during the brand development process.<\/em><\/p>\n<p><em>In my first draft, I always start the sentence with \u2018only\u2019 and the brand name as a reminder the statement must be a claim of distinction in the market. After the first round of reviews with the client, I often edit that out because it\u2019s implied. The rest of the sentence defines \u2018what\u2019 the brand delivers, \u2018how\u2019 that is unique in the market, and \u2018why\u2019 that matters to the customer.<\/em><\/p>\n<p><em>A final statement might look like this: \u2018The XYZ experience is crafted to delight our customers and their clients, creating lasting and profitable relationships.\u2019<\/em><\/p>\n<p><em>Finally, I always list current proof points that make the statement true today, along with future-looking ideas that will make the delivery of that promise even stronger down the road. A value proposition should always have room for growth as it drives decision-making in the company to consistently deliver a brand promise to the customer.<\/em><\/p>\n<p>\u2014 <strong>Grant Kimball<\/strong>, Certified Brand Strategist, <a href=\"https:\/\/www.brandincite.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brand Incite<\/a><\/p><\/blockquote>\n<h3>Alaska Airlines value proposition<\/h3>\n<p>Humor me for this next value proposition discussion, as we harken back to pre-COVID times when we all used to travel by plane. Flying is a royal pain in the ass, and we just want to safely get from Point A to Point B. It\u2019s not common to hear people say they love an airline. But, I\u2019ve said \u201cI love Alaska\u201d many, many times.<\/p>\n<p>This is what makes Alaska so distinct \u2014 and what makes them stand out from other airline carriers. Passengers legitimately love this airline. People who fly on Alaska can actually agree with their tagline: \u201cFly Smart. Land Happy.\u201d They are delivering on their brand promise to their customers.<\/p>\n<p>Alaska Airlines focuses on being a\u00a0socially responsible company that is all about quality and care. In the midst of the COVID pandemic, Alaska\u2019s home page demonstrates their commitment to relationships in being \u201con the journey together.\u201d They put their customers at ease with the second section of the page, which has a slideshow with safety and wellness features.<\/p>\n<p><strong>Value Proposition<\/strong><\/p>\n<blockquote><p>Low fares, great service, and a range of cabin options are the foundation of our offering. The Alaska experience centers around\u00a0building long-term relationships\u00a0with our guests.<\/p><\/blockquote>\n<ul>\n<li><strong>Offering<\/strong>: Plane tickets<\/li>\n<li><strong>Audience<\/strong>: Passengers, primarily those flying between West Coast destinations<\/li>\n<li><strong>Value<\/strong>: Low fares, great service, range of cabin options<\/li>\n<li><strong>Differentiator<\/strong>: Long-term relationships<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-53106 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Alaska-Value-Prop.png\" alt=\"\" width=\"820\" height=\"418\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Alaska-Value-Prop.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Alaska-Value-Prop-300x153.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Alaska-Value-Prop-768x391.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Value Proposition Examples: Voice the Value<\/h2>\n<blockquote><p><em>When a content marketing client asks me to write a value proposition statement for their website \u2014 perhaps on a landing page or a product page \u2014 I immediately review their branding documents. What tone should I take? Conversational and friendly, or business professional and straightforward?<\/em><\/p>\n<p><em>Then I look to the company&#8217;s mission statement and product descriptions to discover their core values and <a href=\"https:\/\/www.clearvoice.com\/resources\/customer-journey-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">the benefits of what they sell<\/a> so I can highlight those in their value proposition statement. I strive for being relatable and concise to keep viewers on the page, intrigued and informed.<\/em><\/p>\n<p>\u2014\u00a0<strong>Angela Tague, <\/strong>Content Marketing Writer and Founder, <a href=\"https:\/\/www.webwritingadvice.com\/\">Web Writing Advice<\/a><\/p><\/blockquote>\n<h3>Zoom value proposition<\/h3>\n<p>Raise your hand if you\u2019ve been on a Zoom call this month. How about this week? Everything from birthday celebrations to live educational classes \u2014 along with a substantial uptick in virtual meetings and events \u2014 is now happening on Zoom.<\/p>\n<p>\u201cWith any other solution, I spent a great deal of time trying to start the conference, let alone maintain it. Zoom has made the experience of\u00a0<a href=\"https:\/\/zoom.us\/customer\/all\" target=\"_blank\" rel=\"noopener noreferrer\">collaborating with people as simple as clicking on a link<\/a>\u00a0and zipping right into the conversation.\u201d<\/p>\n<p>Zoom is on a mission\u00a0<a href=\"https:\/\/zoom.us\/about\" target=\"_blank\" rel=\"noopener noreferrer\">to make video communications frictionless<\/a>. The aforementioned testimonial by Dr. Joseph Morgan, Texas A&amp;M University validates their platform\u2019s ease of use.<\/p>\n<p>As communication has shifted from in-person to digital environments, Zoom has become a huge value-add for people who want to stay connected and have some semblance of face-time during COVID. The \u201cfrictionless\u201d value is clear, as people who have never used Zoom before are rapidly well-versed in the platform.<\/p>\n<p><strong>Value Proposition<\/strong><\/p>\n<blockquote><p>Zoom helps businesses and organizations bring their teams together in a frictionless environment to get more done.<\/p><\/blockquote>\n<ul>\n<li><strong>Offering<\/strong>: Video communication platform<\/li>\n<li><strong>Audience<\/strong>: Enterprise teams in finance, education, healthcare, and government<\/li>\n<li><strong>Value<\/strong>: Connect and accomplish more<\/li>\n<li><strong>Differentiator<\/strong>: Frictionless or \u201ceasy to use\u201d<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-53105 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Zoom-Website_Value-Prop.png\" alt=\"\" width=\"820\" height=\"441\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Zoom-Website_Value-Prop.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Zoom-Website_Value-Prop-300x161.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/Zoom-Website_Value-Prop-768x413.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Value Proposition Template: Content Mission Statement<\/h2>\n<p>Lastly, I will leave all of you content marketers in good hands&#8230; with Andy Crestodina. Your content mission statement is a type of value proposition \u2014 one that is very often forgotten by busy content creators. Andy shares his thoughts and a useful value prop template&#8230;<\/p>\n<blockquote><p><em>How do you write an effective value proposition? This makes me think of a specific type of value proposition: the content mission statement.<\/em><\/p>\n<p><em>The value prop for your content (also known as the content marketing mission statement) is an important foundation for content strategy. If you haven&#8217;t made yours yet, you can use this handy template\u2026<\/em><\/p>\n<p><em>Our company is where [audience X] finds [content Y] for [benefit Z].<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-53104 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/algorithm-value-prop.png\" alt=\"\" width=\"820\" height=\"432\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/algorithm-value-prop.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/algorithm-value-prop-300x158.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2020\/05\/algorithm-value-prop-768x405.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<p><em>It&#8217;s important partly because it keeps the marketer focused, but also because it can be repurposed into a killer call to action. Your email signup box is basically a simplified version of this. It uses the [content Y] and sometimes the [benefit Z]. The highest converting \u2018email subscribe\u2019 CTAs are just versions of the content value proposition. <\/em><\/p>\n<p><em>\u2014 <\/em><strong>Andy Crestodina<\/strong>, Co-Founder\/Chief Marketing Officer, <a href=\"https:\/\/www.orbitmedia.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Orbit Media<\/a><\/p><\/blockquote>\n<h2>Creating Your Value Proposition<\/h2>\n<p>Albert Einstein\u2019s words continue to be relevant a hundred years after his time: \u201cStrive not to be a success, but rather to be of value.\u201d<\/p>\n<p>By striving for success, you fall into the brand camp that exhaustively weaves the word \u201cvalue\u201d into every possible opportunity \u2014 so that the word eventually loses its meaning. By focusing on being of value, you show value without needing to talk about it. Rather than having a value proposition that has no meaning, you have a meaningful statement instead.<\/p>\n<p>Creating a value proposition statement is yet another creative chance to use the \u201cshow, don\u2019t tell\u201d approach to writing. String together words that create an immersive experience for your intended audience. When you allow your audience to be in the room, you establish credibility and connectivity&#8230; and invite them to stay and do business with you.<\/p>\n<p>Need help creating your value proposition? Look no further. ClearVoice has your back. Easily <a href=\"https:\/\/www.clearvoice.com\/content-strategy-session\/\">speak with a content specialist<\/a> today regarding your needs, wants, and content goals.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Does your value proposition mean something to your customers? Communicate your brand\u2019s value by learning how to fine-tune and optimize your value prop.<\/p>\n","protected":false},"author":116,"featured_media":53101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[185],"tags":[140,141,139,138],"ppma_author":[254],"class_list":["post-41877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-glossary","tag-b2b-content","tag-b2c-content","tag-content-creation","tag-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Value Proposition: What You Need To Know | ClearVoice<\/title>\n<meta name=\"description\" content=\"What is a value proposition? 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