What is a Value Proposition

If you've ever wondered how some brands can seem to get away with posting anything and it will always get views and sales, this is for you.

When every single brand first begins they have, whether they know it or not, a value proposition: a statement that essentially answers the customer’s internal question: “Why should I choose you over the competition?”

The difference between brands that are able to post a photo of a tree and get 1,000,000 views vs others that need professional photoshoots and styling for 100 is:

1) time (you grow trust and loyalty over time not overnight)

2) history of consistent value and angles conveying their value proposition

3) the value proposition tied into some aspect of the post

In essense, yes a tree could be part of a value proposition, at its core, a value proposition is a clear statement that explains:

1. What your brand offers (your product/service).

2. Who it’s for (your target audience).

3. What makes it unique or better (your differentiators).

... so depending on these factors a tree could be perfect or the worst fail you could ever make.

Think of your value proposition as your brand’s elevator pitch— and the more you believe in it, the easier it will be to sell.

How to Effectively Communicate Your Value Proposition on Social Media

It can be a bit harsh to say 'if you don't sell a lot it's because you don't believe in your brand' but there is an element of truth to it.

All communicating a value proposition really boils down to is asking yourself

A) "who will be seeing" this and what are their needs, pain points, and aspirations

B) "how can I put this in layman's terms" so it's relatable and easy to digest

C) "what would it take for me to stop scrolling and look at" and then evaluate if you're creating that piece of gold.

Some tips to help:

1. Highlight Emotional Benefits: Focus on outcomes like confidence, joy, or peace of mind.

   Example: A meal prep company might post:“More time for family, less stress in the kitchen—our meals make life simpler.”

2. Educate and Entertain: Avoid hard-sell tacticsand simply tell a story that naturally ties into your brand’s value proposition.

   Example: A fitness app might post quick workout tutorials while emphasizing their unique feature: “Fitness that fits into YOUR schedule.”

3. Leverage User-Generated Content (UGC): Let your customers do the talking! Affiliate marketing has become saturated but people will never not look at reviews to make sure they're investing in the right thing. You just have to leverage intentionally.

4. Craft Engaging CTAs: Close your posts with calls-to-action that feel more inviting than salesy. Phrases like “Discover how we make it easier,” or “See how others are making the switch,” feel collaborative rather than "BUY NOW".

Examples of Brands Communicating Value Propositions Well

1. Glossier:“Skin first, makeup second.”Their content focuses on enhancing natural beauty with simple, clean visuals and testimonials that align with their value proposition.

2. Notion:“One workspace. Every team.”Notion’s social media content shows real-world use cases and success stories, helping users see the benefits in action.

3. Patagonia:“We're in business to save our home planet.”They blend advocacy with product promotion, ensuring their value proposition resonates across all platforms.

Final Thoughts

Crafting a compelling value proposition and communicating it doesn’t have to be overwhelming. It’s not about telling people what you offer—it’s about telling a story of how your offer has the potential to upgrade their lives in a way that's mindful to the changing landscape (ie no attention spans, doomscrolling culture, and intense competition that rarely utilizes emotional connection).

Take the time to refine your message. It should make even YOU stop scrolling...