Writing Good Copy: Defining Your Value Proposition

Your value proposition is all about communicating the value your brand provides to your audience. When creating it, you need to remember that your audience is only interested in what's in it for them.

That's why it's important to ask yourself what your audience finds valuable. It's essential to understand that nobody cares about your company's history, core values, mission statement, products, or services when they first encounter your brand. They only want to know what you can do for them. Therefore, make sure your value proposition clearly explains how your brand can fit into their story.

Crafting Your Brand’s Value Proposition

At Campfire, we use several different “formulas” to succinctly craft our clients’ value propositions. Here’s one you can try out right now, by answering four simple questions:

  1. Who are your users?
  2. What pain points do your users face?
  3. What circumstances cause those pain points?
  4. How do you help your users overcome those pain points?

An Example Value Proposition

As an example, here’re our answers to the above questions, as well as our own value proposition:

  1. Who are our users? – Brands who want to connect with their audience.
  2. What paint points do our users face? – Brands have a hard time connecting with their target audience.
  3. What circumstances cause those pain points? – Times have changed. People aren’t interacting with brands the way they used to, especially due to the rise of digital mediums.
  4. How do we help our users overcome those pain points? – We bridge the gaps between brand strategy, design, and outreach, specialising in digital.

So our value proposition is:

Trends are changing quickly and more often than any time in history. Keeping your brand relevant to users in today’s digital world takes work. We can help.

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