How to Create a Great Value Proposition – And Why Your Business Growth Depends on It
If your business is growing, or wants to, it’s essential to get crystal clear on why customers should choose you.
That’s where your value proposition comes in.
When advising scaling businesses and leadership teams, one thing consistently sets successful brands apart: they can clearly, confidently and credibly answer the question:
“What value do we deliver and why does it matter?”
It’s deceptively simple. But most businesses either:
Overcomplicate it
Get too close to their own offer
Or don’t say it at all
So here’s a structured, strategic way to get your value proposition right.
🧱 Step 1: Lay the Groundwork
Before you write a word, take a step back.
What is it you actually do? Not just the product or service, but the real value you deliver to your customers.
Ask yourself:
What problems do we solve?
Why do our customers choose us?
How do we improve their world?
Be brutally honest here. Strip away the fluff and marketing language. This is where clarity lives.
You don’t need a whiteboard session (although it helps). You need a clear, grounded understanding of:
Your offering
Your strengths
Your relevance
💡 Our tip: Look at what made you start the business in the first place. That’s usually where the strongest value story begins.
🧠 Step 2: Craft the Headlines
Once you’re clear on your core value, you need to communicate it, fast.
Think of this as your headline and sub-headline.
✏️ Your headline = a single, powerful sentence
It should be:
Clear
Outcome-driven
Focused on your customer
Example:
👉 “Helping UK manufacturers reduce flood risk with tailored resilience solutions.”
🪜 Your sub-headline = a short paragraph that adds clarity
Use this space to explain:
What you offer
Who it’s for
Why it matters
This isn’t your slogan. It’s your value promise. It should resonate with your ideal customer and make them think, “Yes. That’s what I need.”
🧩 Bonus tip: Use SEO-friendly keywords that your customers would actually search.
🖼️ Step 3: Choose the Right Visual
Words matter. But visuals land the message.
Whether you’re selling a service or a product, your hero image should instantly reinforce the value you offer.
For service businesses:
Show people experiencing the outcome
Use graphics to simplify complex offers
Be on-brand, not generic
For product businesses:
Use strong, contextual shots
Highlight quality, use, or transformation
Your image should make someone stop scrolling and say, “That looks like it’s for me.”
Why This Matters to Your Business Right Now
As you grow, reposition or compete in more crowded markets, your value proposition becomes your frontline differentiator.
If you can’t articulate your value:
❌ You’ll lose leads
❌ Your team won’t align
❌ Your marketing won’t land
If you can:
✅ You’ll attract the right customers
✅ You’ll unify your message across the business
✅ You’ll grow with confidence and clarity
Ready to Get Clear on Your Value?
If your business is shifting gears or if you’re just not seeing the traction you expect, it could be your value proposition that needs a reset.
At Arete Advisory, we work with growing businesses to develop sharp, strategic messaging that supports scaling, sales and sustainable advantage.