Free tool · Value Proposition Canvas · about 40 minutes One page. One promise.
Fill the buyer side first, then the offer side. The page joins them into one value proposition sentence and flags the vague words every competitor uses.
1 · The buyer
2 · The offer
A proposition is a hypothesis until buyers confirm it. Test it on three people in your target group. Nothing you type leaves this page.
Your value proposition
Useful? Get one idea a day from The Brand Code, free. The Brief arrives at 07:30 Abuja time. No sales emails.
Then test it
Test it on three buyers. Read the sentence aloud and ask what they think you do, and what they would expect. Change anything they get wrong.
The method is in The Brand Code: A Value Proposition Is Not a Slogan, B2B Value Proposition Examples (and Why They Work) and Value Proposition Canvas, Simplified. For the positioning sentence, try the Positioning Statement Builder.
Questions
What is a value proposition canvas?
A one-page tool that sets the buyer's jobs, pains and gains beside what you do about them, so you can write a promise a specific buyer can check.
How is it different from a positioning statement?
A positioning statement places you against alternatives for a buyer. The canvas is the thinking behind it, and the proposition is its buyer-facing sentence.
How many canvases do I need?
One per buyer and situation.
What if I do not know my buyer's pains?
Ask five of them. The exact words they use are the best copy you will get.
Is my canvas saved?
Only in your browser, on this device. Nothing is sent to us.
The Brand Code
One idea a day, free.
Mike Bruce writes on positioning, pricing and brand visibility three times a day. The Brief lands in your inbox at 07:30 Abuja time. No sales emails.
Next step
A promise needs a position behind it.
Find out which phase of your brand is weakest, or book thirty minutes with us.