Value proposition
What is a value proposition?
A value proposition is a short statement that explains what a product does for a specific customer, which problem it solves or which result it brings, and why it beats the alternatives. It often appears as the headline and subheading of a homepage.
Why a value proposition matters
People decide in seconds whether something is for them. A clear value proposition answers that question before they leave.
Related marketing terms
Unique selling proposition (USP)
A unique selling proposition, USP, is the specific benefit that sets a product apart from competitors and gives customers a reason to choose it.
Positioning defines what a product is, who it is for and why it is the best choice for them compared with the alternatives they consider.
Jobs to be done is a way to understand demand: customers "hire" a product to make progress in a situation, not because of who they are.
A buyer persona is a short, research-based description of a typical buyer: their role, goals, problems and how they make decisions.