Create a Value Proposition that Converts (Here's How)

Why should you create a value proposition?

In the battle for attention online, your value proposition is your frontline. But most e-commerce and DTC brands default to sounding the same: “high quality,” “fast shipping,” “great service.” That might be true, but it won’t get you the click, the add-to-cart, or the loyalty you’re after.

A value proposition should instantly convey: why should I buy this from you, right now, instead of from someone else? Done right, it’s your conversion engine.

Yet, many brands miss this opportunity. They bury their strongest selling points under generic claims or flashy graphics.

This post will walk you through the exact steps we’ve used with B2C brands to help them clarify their value proposition. It’s the same technique that Yongi Barnard and I use in our Power Message workshops.

You’ll get examples, formulas, and a fill-in-the-blanks approach you can apply today to drive conversions, improve retention, and turn browsers into buyers.

What Makes a Value Proposition Convert?

High-converting value propositions aren’t magic—they’re methodical. The MECLABS framework breaks it down into four core elements:

Appeal: Does it feel urgent, important, and relevant to your customer? If your product solves a nagging problem or meets a deeply felt need, highlight that. E.g., “Say goodbye to bedtime battles.”
Exclusivity: Is it something only you can say? This is where differentiation lives. Maybe it’s your patented tech, your founder’s expertise, or your sustainable supply chain.
Clarity: Is it crystal-clear, or does it make your customer work? Cute and clever might win awards—but clarity wins conversions. Don’t make shoppers decode your message.
Credibility: Can you back it up with specifics, metrics, or proof? Reviews, testimonials, case studies, clinical results, or third-party verifications all help lower perceived risk.

A compelling value proposition also minimizes friction. It reduces the perceived cost (money, time, effort) and amplifies the reward (health, happiness, convenience, pride). It’s not just what you say—it’s how believable, desirable, and easy-to-understand you make it.

Step 1: Get Voice of Customer Insights

You can’t write a great message if you don’t know what your customers actually care about. That’s where Voice of Customer (VoC) research comes in—and it’s often the missing piece for brands that default to internal logic over customer logic.

To start, dig into any source of unfiltered customer expression:

Product reviews (yours + competitors)
Survey responses or interview transcripts
Customer support chats or emails
Reddit forums, TikTok comments, Amazon Q&A sections

What you’re looking for:

Outcomes they want (e.g., “My skin looked clearer in 3 days”)
Emotions they express (e.g., “Finally confident going makeup-free”)
Surprises or unexpected delights (e.g., “I didn’t expect it to be this easy”)

Example: If 40 reviews say “no more bloating” for a supplement brand, then bloat relief should be front and center—even if your team was focused on nutrient density.

Tip: Paste these quotes into a spreadsheet and categorize them. You’ll quickly spot patterns that can shape your core value claims.

Step 2: Analyze the Alternatives

A value proposition only works in context. Your customers are comparing you—consciously or not—to every other solution in their mental shortlist.

That includes:

Direct competitors
Substitutes (e.g., a DIY hack or generic version)
Doing nothing (the default mode)

Look at how your top 3–5 competitors position themselves:

What value claims do they lean into?
Are they leading with outcomes, features, or feelings?
What gaps exist in their messaging?

Example:

Brand A (Eco-friendly laundry detergent): “Powerful clean, plant-based formula.”
Brand B: “Safer for your skin, pets, and planet.”
Your brand: If you’re the only one certified for greywater reuse and effective in cold water, that’s a niche claim worth leaning into.

Use this step to score your claims on exclusivity. If everyone’s claiming the same benefit, your edge comes from either how you deliver it—or proving it better.

Step 3: Brainstorm and Rank Your Value Claims

Now it’s time to put pen to paper and brainstorm possible value claims. These are the specific promises you’re making to your ideal customer about what they’ll get.

Use a worksheet or spreadsheet with these columns:

Claim of value: A specific benefit your product delivers
Appeal score (1–5): How much your audience cares
Exclusivity score (1–5): Can your competitors say the same?
Proofs: What backs up the claim (testimonials, demos, stats)

Examples of claims:

“Designed for ultra-sensitive skin—zero redness, ever.”
“Keeps drinks ice-cold for 36 hours—without condensation.”
“The only yoga mat certified safe for newborn skin.”

Brainstorm freely. Don’t edit until you’ve got at least 10–15 options. Then rank, refine, and whittle it down to the top 1–3 most powerful claims.

Step 4: Add Clarity in the Customer’s Own Words

Once you’ve chosen your top value claim(s), make sure they’re clear. Not marketing-clear. Customer-clear.

The easiest way to do this? Use their language.

Revisit your Voice of Customer quotes and plug in their exact phrases. Look for:

What the product is (“a refillable water bottle that filters as you sip”)
Who it’s for (“commuters and travelers” not just “busy people”)
When it’s used (“on long-haul flights” vs. “everyday hydration”)

Example: Instead of: “Supports healthy digestion with proprietary prebiotics.” Try: “No more afternoon bloat—just one scoop in your morning smoothie.”

This step is critical if your product is new, complex, or part of a crowded category. Don’t assume customers will figure it out. Show them you get them—by speaking their language.

Step 5: Craft Your Value Proposition Statement

It’s time to pull everything together into a message that sells.

Start with 2–3 short sentences:

Introduce the product and who it’s for
State your strongest claim of value
Reinforce with 2–4 supporting bullets (your proofs)

Example:

Finally—a planner designed for neurodivergent brains. Our undated daily layout helps you focus, prioritize, and finish what matters most.

What makes us different:

Minimalist, flexible structure
Tools based on executive function science
Beloved by 10,000+ ADHD professionals and creatives

You’re not trying to be clever. You’re trying to be compelling. Clarity wins. Let your proof points do the heavy lifting.

Want to take it further? Test variations based on different angles—emotional, functional, or status-driven—and see which resonates most with your audience.

Where to Use Your Value Proposition

You’ve crafted a killer value prop. Now what?

It should show up everywhere a customer is making a decision:

Homepage hero section: This is your first impression. Make it count.
Landing pages: Tailor your value prop to each campaign or persona.
Product pages: Reinforce the unique value of each item.
Ad copy: Especially for cold traffic. Answer “why this brand?” fast.
Email subject lines + preview text: Hook them with value, not fluff.
SMS, popups, packaging: Reinforce the message across touchpoints.

Example: A DTC cookware brand’s value prop might headline their homepage, anchor their retargeting ads (“Still cooking with scratched pans?”), and show up on their packaging (“Professional-grade, toxin-free cookware for everyday chefs.”)

Consistency is key. A scattered brand voice leads to drop-off. A focused value proposition builds trust.

Bonus: Headline Formulas That Work

Once your value proposition is clear, turn it into headlines for your website, emails, and ads.

Here are 5 go-to formulas from our workshop cheat sheet:

Outcome + Timeframe

“Brighter skin in just 7 days—guaranteed.”

Problem → Solution

“Tired of tangled charging cords? Try the snap-on magnetic cable that ends desk chaos.”

Feel-Good Win

“Your new favorite leggings (yes, they have pockets).”

What’s Different

“The only refillable deodorant that actually works.”

Proof in the Pudding

“Over 100,000 cold brew fans can’t be wrong.”

Use these to A/B test your site, hook ad traffic, or refresh stale pages. One small shift in headline clarity can drive major lifts in CTR and conversions.

The Takeaway: Clear Value Converts

If your website isn’t converting, it might not be your design or your CTA—it might be your message. Customers don’t buy the best product. They buy the one they understand fastest.

A strong value proposition: