what it is and how to create the perfect proposal for your client – WAU

The value proposition is the element of marketing responsible for relating the highlights of a business, positioning it for its consumers in order to strengthen their ability to solve the problems they have. All of this is shown in objective, transparent and creative content.

A new business requires a series of efforts, planning and, mainly, an excellent positioning before the market and the public.

A fundamental part of this is the value proposition, a simple strategic tool, but one that has high capacity to generate engagement in people interested in the company. However, to have this efficiency, it needs to be well executed.

Defining a good value proposition is the first step to show how your company can serve a niche of customers in a satisfactory and accurate way.

However, few people know how to develop this positioning in the right way. There is a specific pattern that allows for a more accurate result and with excellent chances of attracting even more customers.

In this post you will better understand the role of the value proposition and how it can become important if done well. Find out more about the importance, what it needs to contain and how to develop yours and succeed in positioning a company!

What is a value proposition?

The value proposition is a practice originating from Marketing, with the objective of taking the customer a clear, concise and transparent idea of ​​how a particular business can be relevant to him.

The development of this idea is one of the main stages of important planning strategies. It is a mistake to start a new business without having this concept well executed.

Every company is founded on the basis of performance and practice before the market and the public. These ideas should guide the value proposition, since, based on them, this business will offer its products or services to the public.

When the proposal is developed, it is understood that it is what the company will offer, so it is essential to be very transparent in this content.

Business must be exalted and strengthened

In this presentation, there is a great tendency to strengthen the company in the face of the market, showing why yours and not that of competitors.

Naturally, to praise your work it is not necessary, much less recommended, to depreciate that of other players in the market. The customer wants to know why your business should be your choice, not the other competitors.

Therefore, it is important to reinforce how the company is able to solve the public’s problem. At that point, briefly, it is essential to point out which solution is needed, also detailing how the customer’s pain causes a certain discomfort or satisfaction.

From then on, the ability of the product or service to solve the issue and bring satisfaction must be shown.

The benefits of what your company offers must be highlighted in a prominent way, since they are the differentials of your business. These are the main reasons why consumers should choose their company and not their competitors, who are often equally competent.

Where the proposal is

With the growth of digital and, especially, e-commerce, the value proposition gained even more relevance to companies. When visiting a website, be it institutional or an online store, the consumer seeks to understand how that company can help him. At this point, the value proposition is a resource that can achieve continuity or abandonment by the user.

The impact that this resource generates is relevant and, because of that, makes it fundamental for companies. Therefore, the proposal must be accessible and easy to view so that it is easily found.

Another point that makes a difference is the presentation. An interesting design and a good structuring of information and images increase the chances of engagement.


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Customer-focused proposal and its importance

If that level is reached, the chances of making the customer understand why he should buy from that business greatly increase.

A value proposition with good chances of engaging must be focused on the customer. This is a real challenge, since she talks about a company, but it needs to be deep enough to show all the forms of advantage that this business can provide.

Whether in sales or in service, the consumer will always be the focus, after all, the solution will be enjoyed by him. This makes it clear how the value proposition must be properly targeted as an indispensable tool.

It can be a big mistake to think that good products are enough to win customers. They want a more detailed explanation which will bring certainty.

Consumer 3.0 is a very important concept that helps to understand how the well-executed value proposition is even more relevant today. Today, much more is sought than a good product that can be purchased since experience is the most valuable. The advancement of the digital age and all its resources has considerably increased the level of demand and attention of the consumer.

Before making a purchase, the Internet user searches for references and more information about a company. Content is part of the consumer’s routine, and he seeks in these bases the certainty he needs to invest in items and services.

The value proposition is an excellent resource to deliver this information clearly and with the positioning that the public needs, that is, with the exact indication of how it can satisfy their demands.

The elements of consumer value

Does your company know what really has consumer value? The parameters are extensive and have different origins. With each solution to a problem, a person seeks different values, and that is precisely what the proposal must address.

In the face of what the prospective customer seeks, the content must accurately present how the product or service will help.

A good proposal, however, depends on identifying the most common elements of value for the consumer. This is exactly what the consultancy Bain & Company did, determining these elements within 4 categories: social impact, life change, emotional benefit and functional benefit.

Fundamental aspects of a value proposition

A value proposition has fundamental parameters to be competent when it reaches the consumer. This means that, in its construction, it has fundamental and conceptual aspects. For example, if you sell running shoes, you must demonstrate to the consumer that he will find exactly that product and with the efficiency he is looking for.

Each of these aspects must appear in the proposal, so that, when it is read, there is the possibility to identify that these requirements have been properly fulfilled.

By meeting these requirements, you will be able to confirm that your value proposition has a solid foundation and that it is capable of engaging. Next, find out what these indispensable aspects are.


The clearer the proposal, the more easily you will convey the message to the consumer. It’s fessential that he understands your company’s mission in offering a service or product.

Therefore, if you sell running shoes for high performance, this central idea needs to be clear without the reader of the proposal making a great effort to understand.

Clarity is one of the main parameters of good communication content. When dealing with a commercial text, the quick understanding of the consumer means that the company was concerned with being direct and objective when talking about itself. To appreciate this immediate and simplified impact is very important.


Every company works with a well-defined target audience, which also influences the way it relates to its audience. When knowing who to speak to, it is naturally necessary to communicate in the most appropriate way, and language has a direct impact on that. When you get it right, your company will show itself closer to its audience, with a more natural and appropriate approach.

If the target audience is younger, for example, it is possible to use lighter and even cooler language in the proposal. As long as there is that space, there is no problem. Getting the content approach right means being closer to engagement. Thus, it shows that the company is really native to its segment and understands its audience.


The proposal must be totally adequate and based on what the company does, with no attempt to further reinforce the qualities. This exaggeration could result in an escape from reality, for example. Another key point it means being sincere and objective when describing how the services or the product can help the pain of this target audience. Transparency has great value in the proposal.

Upon realizing this, the consumer feels more secure and understands that he can expect exactly what is described. This openness and impartiality are elements that greatly favor the acceptance and proximity between consumer and brand.


The proposal should also direct the consumer to what he will find in contact with that company. This is the best way to be objective right in this contact with the value proposal, which can often be the first content that this person consumes in relation to the company.

It is also at that moment when the value is reinforced and highlighted. For this, differentials must be shown. Among them we can highlight: free shipping, price below the market, ample forms of payment and a series of other advantages really valuable to the consumer.

Step by step of an impeccable value proposal

A good value proposition must follow a standard structure, composed of elements that make the reading more intuitive, practical and that offers the consumer the information he really needs.

Each of this element reinforces the relevance of the content and helps to enrich the proposal. Meet each of them below!


Main part of the proposal, the title should be succinct, but it should bring information about what your business does in, maximum 2 sentences.

To enrich this excerpt, brands often use striking phrases that capture the reader’s attention with sophisticated intonation. Still using the tennis store example, this title could look something like:

“The best running shoes so that your performance has no barriers”.


The subtitle is the section where the proposal is more detailed, with more specific information about the business. Usually, about 3 lines are enough to talk more about what the company does, for whom the product is intended and what benefits it brings. For example:

“Good performance in street racing depends directly on footwear that is capable of transforming impact into driving energy. Our sneakers are able to increase your capacity and endurance during practice, helping you to overcome your own limits ”


Bulletpoints have great power to capture the reader’s attention, since he stand out from the rest of the text. These are topics on which the company will highlight the main benefits of the product, indicating how they meet consumer needs.

On the assumption of the running shoe company, they could work as follows:

  • “Unbeatable price: high-quality sneakers with the best cost-benefit on the market;”
  • “Comfort: the best impact absorption technology at your disposal;”
  • “Warranty: all shoes are guaranteed for 3 years against manufacturing defects.”


Visual appeal is of great importance when running campaigns and information within a website.

They should be used to highlight the value proposition, always illustrating the idea that is being addressed in the written content. The important thing is that the main message is reinforced.

Examples of incredible value propositions

How about knowing some value proposals that stand out today? We have separated 2 interesting ones that you know better below!


Title: Trello allows you to work more collaboratively and do more.

Subtitle: Trello boards, lists and cards allow you to organize and prioritize your projects in a fun, flexible and rewarding way.


  • work with any team;
  • summary information;
  • see how it works;
  • Trello your way.


Title: the mobility you want.

Subtitle: order a trip wherever you want, with a tap on your phone


  • more than travel;
  • your safety is our priority;
  • a new app: made with drivers for drivers.

A good value proposition shows your customers how interesting their solutions are and what fashion they meet their needs.

Now you understand better about the subject and are ready to develop your proposal!

Do you want to know more about the business process and how to structure it in the best way? Then check out our sales library!

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