A value proposition explains why a customer should choose your product or service and what value they will get. Start with a specific customer need. Then identify the benefit, check the conditions for receiving it, and formulate the proposition in a few short sentences.
Before publishing, compare the promise with what the store actually offers. Exaggeration, vague wording, and ambiguous pricing create a gap between customers’ expectations and what they receive.
Identify the customer and their need
Start by checking your assumptions: what the customer wants to do, what difficulties they face, and what benefit they are looking for. For your first draft, choose a specific customer group and one buying situation.
Contact customers who have already bought from you with a short questionnaire. You can use questions such as:
- What were you looking for a product to do?
- What mattered most when you were choosing?
- What information were you missing before buying?
- Which part of our offer met your need?
Write down the answers in the customers’ own words. Use them to clarify the need your draft should reflect.
Connect the need to a specific benefit
For the need you chose, write down exactly what the store offers and what benefit it should provide to the customer. Avoid general claims such as “the best service.” Name a specific action or feature that can be verified.
We suggest this original template for drafting:
For whom → what need → what benefit we offer → what confirms it.
Fill in each part separately. If you lack evidence, first check what the store can actually do. Do not turn assumptions into advertising promises.
Check the evidence and offer conditions
Find support for each promise in your own current data. Depending on the promise, check:
- availability of the products covered by the offer;
- the features on which the stated benefit is based;
- the price and what the offer includes;
- the conditions for receiving the product;
- whether you can provide the promised service.
State limitations clearly. If a service is available for certain products or by prior request, include that condition in the text. The store itself must be able to substantiate a specific promise.
Write a concise statement
Shorten the proposition to a few brief sentences. Keep the need, the benefit, and the conditions for receiving it. Remove words that add no specific information.
Illustrative original example: “We help you choose a container to fit your shelf dimensions. For models with listed dimensions, we’ll compare them with your measurements before purchase.”
This is an illustration of the wording. Use this promise only after checking that the store has the relevant product data and can carry out the described action.
Check how customers understand the text
Show the draft to customers from the group you chose. Ask a few short questions:
- What exactly is the store offering?
- Which of your needs could this help with?
- Under what conditions can you get the promised benefit?
- What remains unclear?
Compare their answers with what you intended to communicate. If customers understand the offer differently, clarify the text and check it again. Assess clarity from actual responses.
Align the ad with the sales page
The page your ad leads to should contain the same promise. Before launching, compare the ad copy with the product or service description, price, and conditions for receiving it.
Check that the ad does not make a broader promise than the store can fulfill. Correct any discrepancies before publication.
Use purchase data in Torgsoft
To decide whom to contact for feedback, you can review customers’ purchase activity. In Torgsoft, it is available in the customer card and the “Customer Purchase Analysis” menu. There you can check who bought and for what amount.
Learn more about these features on the customer accounting in Torgsoft page.
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