The Secret to Writing Unique Value Propositions
Have you ever struggled to explain why your product is better than the competition?
You’re not alone. Many manufacturers I talk to know their products are great, but they have a hard time putting that greatness into words that resonate with their customers.
That’s why I developed The Differentiator Framework: a simple, actionable way to write value propositions that truly stand out.
Here’s how it works:
Step 1: Speak to the Customer’s Needs
Great value propositions aren’t about you—they’re about your customer. Think about their pain points and how your product solves them in a way that’s meaningful.
Step 2: Focus on Outcomes and Benefits, Not Just Features
Manufacturers often focus heavily on features and specs—the things that make your product technically impressive. But customers care most about the outcomes and benefits those features deliver.
Think of features and specs as your “proof points”—they provide a reason to believe you can deliver on the outcome or benefit. For example:
- Feature: Made with 316 stainless steel for superior corrosion resistance
- Benefit: Saves money by lasting longer, even in harsh, corrosive environments
Step 3: Understand What Makes You Different
Identify the unique qualities of your product or service. What do you do better than anyone else? This is the foundation of your value proposition.
Step 4: Keep It Clear and Concise
Avoid buzzwords and jargon. A strong value proposition is easy to understand and instantly communicates your product’s value.
Step 5: Test and Refine
Don’t assume you got it right the first time. Test your value proposition with customers and refine it until it lands perfectly.
Your Value Proposition Framework
To make it easier, here’s a framework you can use to create your value proposition:
For [specific customer segment],
the [key stakeholder],
responsible for [specific responsibility or goal]
and struggling with [key challenge],
our [product]
delivers [outcome/benefit]
because it [unique feature or approach, which creates the reason to believe],
unlike [alternative options].
For example:
For industrial manufacturers,
the operations manager,
responsible for reducing downtime
and struggling with unreliable equipment,
our high-durability machinery
delivers consistent performance with minimal maintenance
because it uses 316 stainless steel components,
unlike standard machines that wear down quickly.
A unique value proposition is more than just a sentence, it’s the foundation for clarity with your team.
Marketing teams use it to craft compelling campaigns, sales teams rely on it to communicate your product’s value to customers and it’s a critical tool for educating your channel partners like distributors and manufacturer reps.
Need help writing your Unique Value Proposition?
You can schedule time with me to talk about next steps. I'd love to help!
Posted in Improve Product Managers | Tagged Communication, Product Market Fit, Go-To-Market Strategy
