What is a value proposition?

The buyer-facing promise. Positioning is the frame behind it.

  • Typeglossary
  • AuthorNarayan Prasath

A value proposition is one or two sentences that tell a specific buyer why your offer solves a costly problem better than the alternative they already have. It has to pass relevance, credibility, and differentiation. If it only sounds good in a brand workshop, it is not done.

Value proposition vs positioning statement

Positioning is internal and names the category. The value proposition is external and names the outcome. Fill positioning first, then write the promise.

what is a value proposition FAQs

How long should it be?

One sentence is the target. Two for a complex B2B offer. Longer is a paragraph you have not edited.