Marketing

# How to write a clear value proposition

A practical approach to explaining your value, supporting it with evidence and writing a clear message without advertising clichés.

Author **Editor MAWERSTIN**

Reading time **3 minutes**

MAWERSTIN / KNOWLEDGE **Marketing**

At a glance 

**How to formulate a proposal that the client understands.**  A practical approach to value, argument, and message structure without advertising clichés. Below is a sequence that helps move from general understanding to verifiable actions.

**01** Name a specific task

**02** Show the result in understandable language

**03** Back up the promise with proof

01 / CONTEXT

## How to formulate a proposal that the client understands: what is important to understand first

The visitor should understand whether the offer is suitable for him before a detailed study of the company. The wording about quality and individual approach rarely explains the difference between options. It is more useful to name the client, the task, the composition of the solution and the conditions of the next step.

01 

### Purpose

What business outcome needs to change and why is it important now.

02 

### Audience

Who is assigned the decision and what prevents the person from taking the next step.

03 

### Data

What facts will distinguish a real effect from a random change.

02 / ACTION PLAN

## Practical work plan on the topic “How to formulate an offer that the client understands”

Go through the steps sequentially and save the output, solutions and test results.

- **1** 

### Define the customer segment

Describe one customer group for which the page is being prepared. Clarify the scope of the task, the context of the purchase and the constraints; do not combine all possible buyers in one portrait.

- **2** 

### Describe his situation

Formulate the event after which a person begins to seek a service. Write down the questions she asks about the application and the reasons why she might delay the decision.

- **3** 

### Formulate the value

Explain what the customer receives and through what actions. Show the scope of work, milestones, materials and completion criteria instead of an unconfirmed promise of growth.

- **4** 

### Check the text for clarity

Show the first screen to someone unfamiliar with the product. Ask to tell what is proposed, to whom and what to do next; rewrite unclear places.

03 / RISKS

## Common mistakes and how to avoid them

- ✓ **Don’t confuse a goal with a metric.**  Views and clicks are only useful in relation to referrals and sales.

- ✓ **Do not introduce everything at once.**  Individual hypotheses are easier to test and compare.

- ✓ **Don’t lose context.**  The decision must take into account the company’s product, market, resources and constraints.

04 / FAQ

## Frequently asked questions on the topic

**Where to start?+**

From fixing the initial situation, the goal and one priority scenario that can be measured.

**When to evaluate the result?+**

After sufficient data and considering the decision cycle in your business.

**Can you do everything yourself?+**

Basic diagnostics — yes. For complex architecture, integrations or risks, specialized expertise is useful.

Marketing 

## Need help with implementation?

Let’s analyze the initial situation, define priorities and propose a clear next step.

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Source: https://en.mawerstin.com/clear-value-proposition/