The Tool Shed Blog

Value Proposition: Crafting Distinct Messaging to Boost Sales

It is more important than ever to have a clear and compelling value proposition and aligned messaging strategy within your overall sales strategy. Yet, only 64% of businesses have established value propositions guiding their sales and marketing. A strong value proposition states your company's differentiation, key benefits, and why customers should choose your offerings over competitors. It provides a focus for your sales process and marketing. When crafting your value proposition, research your customers' needs and pain points, evaluate your strengths compared to competitors, and determine the unique value you provide. Test messaging with target audiences to optimize. An effective value proposition communicates your value quickly and inspires customers to learn more. Combined with a sales strategy prioritizing that value, it can truly set you apart.

A strong value proposition tells potential buyers what makes your product or service unique. Furthermore, a well-crafted messaging strategy helps to communicate that value proposition in a way that resonates with your target audience.

In this blog, we will explore different ways to develop and implement a successful value proposition and messaging strategy as part of your overall marketing strategy. We will also discuss the importance of customer service in reinforcing and delivering on your value proposition. By the end of this blog, you will have a better understanding of how to create a value proposition and the right messaging to set you apart from the competition and drive business growth.

Why It Is Important To Have A Unique Value Proposition

Having a strong value proposition is crucial for any business. Not only does it help you understand your customers and their needs, but it also allows you to differentiate yourself from competitors and articulate the value your solution provides.

Here are some key benefits of having a compelling value proposition:

  • It helps you understand your customers and their needs. By clearly defining the value your solution provides, you can tailor your messaging to address their pain points and demonstrate how your offering can help.
  • It differentiates you from competitors. A clear and compelling value proposition can help you stand out in a crowded market and showcase the unique features and benefits of your solution.
  • It supports your sales and marketing efforts. A strong value proposition can be used as a tool to attract new leads and improve customer engagement, ultimately increasing your chances of closing a sale.
  • It ensures consistency and clarity of messaging across your brand. By defining your value proposition upfront, you can ensure that all of your messaging is aligned and consistent, making it easier for customers to understand what sets you apart.

A strong value proposition can be the deciding factor in whether a customer chooses your business or goes with the competition - and that, in the long run, directly impacts your sales ROI. It's important to take the time to craft a compelling value proposition that accurately reflects the value you provide. It's the first step in attracting potential customers and convincing them that you offer the best possible solution  over your competitors.

How A Value Proposition Differs From A Mission Statement, Slogan, And Tagline

In many cases, people have a hard time differentiating these three concepts. Unlike a mission statement, slogan, or tagline, your value proposition goes deep into the problems you aim to solve for your buyers and how your product or service is the perfect solution. It clearly articulates the benefits and features of your product or service, and how they address customer needs, wants, and fears.

But simply listing out your product's features is not enough. Your value proposition should be compelling, engaging, and written in language that resonates with your audience. It should be concise and to the point, making it easy for people to understand why they should choose you over others.

For example, Bloom & Wild is an online flower delivery company. Their mission statement is, "to make sending and receiving flowers the joy it should be."

Meanwhile, their value proposition is, “We’re enabling our customers to order flowers and gifts from the palm of their hand with better products, designs and payments.”

As you can see, the mission statement tells the general public what the goal of the business is. However, their value proposition bridges the gap between customer needs and the features of their products.

Developing Your Unique Value Proposition

One way to come up with a unique value proposition is to focus on what sets your brand, product, or service apart from your competitors. This could be a unique feature, a special offering, or a specific benefit that your customers can't find anywhere else.

For example, if you run a hair salon, your unique value proposition could be that you use all-natural, organic products that are gentle on the hair and scalp. Or, if you own a landscaping business, your unique value proposition could be that you offer personalized design services to help your customers create the outdoor space of their dreams.

Another way to establish a unique value proposition is to focus on the customer experience. This could be something as simple as offering exceptional customer service or going above and beyond to ensure that your customers are satisfied with their purchase.

There are several approaches business owners can take to write a value proposition. HubSpot also provides free value proposition templates to make the process a lot easier. One method we'll explore is the value proposition canvas.

Value Proposition Canvas

Initially developed by Dr. Alexander Osterwalder, a value proposition canvas is a visual framework which can help ensure that a product or service is positioned around what the customer values and needs. The value proposition canvas consists of the customer profile and the value map.

Below are the steps to create a value proposition canvas:

Step 1:

Create a customer profile to represent your target customers. The customer profile is made up of customer jobs, customer expectations, and customer pain-points.

Customer Jobs

What is the problem customers are trying to solve with your solution? The answer to this question sums up the purpose of your product or service in the eyes of the customer.

Customer Expectations

What is your customer hoping to gain from doing business with you? Using market research and customer feedback, you can determine the specific expectations your customers have and how well your current products or services meet those expectations.

Customer Pain Points

As your customer completes their “customer job,” what pain points do they experience?  Do they experience any negative emotions? Consider these pains when thinking of the most helpful products and services on the value map side of the value proposition canvas.

Step 2:

Create a value map for your products and services. In this section, you'll take a closer look at what the business offers to the customer.

Gain Creators

These are the best features of your solution that customers are most satisfied with.

Pain Relievers

In this section, you'll indicate how your business will help customers overcome the pain points stated in "customer pain points".

Products and Services

Rather than listing every product or service your company offers, include the ones that will create the most gain and alleviate the most pains for your customers.

Step 3:

In section, you'll determine the value proposition-customer fit. After completing the value proposition canvas exercise, the next step is to determine how your value proposition fits within the customer profile. Use a ranking process to prioritize products and services based on how well they address the customer profile.

The Structure Of A Value Proposition

Now that we have covered the process of determining the key points that need to be addressed in your value proposition, we can move on to writing it. Effective value propositions will contain the following elements:


This should be a short, attention-grabbing sentence that captures the essence of what you are offering to prospects and customers.


In this section, you will elaborate on the information in the headline. In two to three sentences, provide valuable information about what you are offering, who you're offering it to, and why it would be beneficial to the customer.

Key Benefits

Next, include a few bullet-points that list the key benefits of your product or service. This is a great way to quickly and easily highlight the most important features of your offering.

Visual Element

Finally, you should include an image, video, or infographic that reinforces your message and helps to make your value proposition more compelling. After all, 95% of B2B customers evaluate a company based on visual content.

Tips for Crafting a Strong Value Proposition

Crafting a strong value proposition is essential for communicating the value of your brand to your target audience. Your value proposition should be written in the language of your audience, avoiding jargon and complex terms. The most effective way to create a value proposition is to focus on the benefits of your product or service, highlighting its unique ability to solve customers' needs and problems. It's important to avoid making grandiose claims without evidence, as this can undermine the trust and credibility of your brand message. To ensure your value proposition is effective, keep it simple and easy to understand, concise, and focused on the value you provide to your customers.

When it comes to new markets or niche products, customers may not yet be aware of the problem that your product solves. It's important to be prepared for change and to adapt to the needs of your new customers. In this case, the goal should be educating them on what your offering can help them achieve.

The Influence Of A Company's Value Proposition On Sales And Brand Messaging

According to Michael Halper, Founder of sales messaging consultancy SalesScripter, “Creating a sales message is organizing the most important, attention-grabbing things that the company should be saying.”

Sales messaging is the messaging that a company uses to directly promote its products or services to potential customers. This includes advertising, sales pitches, emails, and other forms of communication designed to persuade customers to make a purchase.

Sales messaging is influenced by a company's value proposition because it helps to communicate the unique value that the company offers to its customers. By highlighting the benefits and features of the product or service in alignment with the company's value proposition, sales messaging is more effective in convincing potential customers to make a purchase.

Brand messaging, on the other hand, is the messaging that a company uses to build and maintain its brand identity. This could include marketing campaigns, public relations efforts, and marketing communications. By consistently communicating the company's value proposition through its brand messaging, businesses establish themselves as leaders in an industry.

Creating Effective Sales Messaging

When creating sales messaging, it's important for businesses to focus on creating sales enablement content tailored to the needs of their sales leaders and sales teams. Content should be designed to guide sales conversations and enhance the customer experience at key touch points throughout the sales process.

Sales leaders should work closely with their team to identify the most effective messaging and incorporate it into their sales strategy. This may involve conducting market research and gathering feedback from customers to understand their needs and pain points, as well as developing messaging that is clear, concise, and compelling. It's also important for businesses to regularly review and refine their sales messaging to ensure that it remains effective and resonates with their target audience. It takes an average of 8 touches to generate a conversion, but top sales reps can do it with an average of just 5 touches. Simply put, better messaging is an effective strategy for closing more sales.

In addition, having an effective messaging framework is crucial for the success of a content marketing strategy. It helps to clearly define the target audience and establish the key messages that will be communicated through tthrough various content such as blog posts, case studies, and customer support materials. A strong value proposition also helps to guide the creation of content for a brand's social media account.

It also helps to ensure that all of the content produced aligns with the overall goals of the brand and effectively communicates the desired messages to the target audience at various customer experience touchpoints. Moreover, it helps to create a consistent brand voice and ensures that all team members, including salespeople, are on the same page when it comes to the messaging.


Developing a unique value proposition and messaging is an essential part of any effective business strategy. By using the right tools and focusing on the needs of decision-makers, you can easily create messaging that will help your business stand out and achieve the most success.

With the right approach, you can create a value proposition and proper messaging that resonates with your target audience. By taking the time to carefully craft your value proposition and messaging, you can set your business up for success in a manner that is both efficient and effective.

Let Us Do The Heavy Lifting

Don't blend in with the competition - stand out with a killer value proposition and messaging! With our expert guidance and proven strategies, you can develop a value proposition and messaging that will help you achieve your business goals. Ready to take your business to the next level? Talk to one of our growth specialists at gardenpatch today!

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