A value proposition is a clear statement of what customer problem a company solves, what benefit it brings the customer, and why they should choose that company specifically. It is not a product description or a list of features, but a translation of those features into a consequence for the customer – time saved, reduced risk, higher returns, or less worry. When formulating it, it helps to draw on how customers themselves describe their problem, not on the company's technical terminology. It is placed at the start of the homepage and service pages, in proposals and in sales conversations, and it should be understandable within a few seconds. It can be tested by having the company present it to a real customer and asking them to repeat it back in their own words.
See also: Brand positioning, Microcopy, Ideal customer profile.
