Value Proposition

A value proposition is an offer that describes the quantifiable benefits that individuals or organizations
making an offer promise to deliver. Its development is based on a review and analysis of the benefits,
costs and value that an organization can deliver to its customers, prospective customers, and other
constituent groups within and outside the organization. It is also a positioning of value, where

Value = Benefits / Cost (cost includes risk)

There are 2 types of Value Propositions

Value Proposition
Emotional
Selling Value Proposition
Propositio
Proposition
n

Selling Proposition
Definition: The proposition must be one that the competition either cannot, or does not, offer.
It must be unique—either a uniqueness of the brand or a claim not otherwise made in that
particular field of Marketing.

Emotional Proposition
Definition:
Emotional selling propositions are those that get the prospect to take action. Emotion sells
(backed up with logic). One way to create your own ESP’s is to really get into and understand
the minds of your prospects and clients and to do this you need to understand their:
1) BELIEFS, FEELINGS, DESIRES
2) Overall emotions of the target audience
So think about the feelings and the emotions that you want to stir up with your prospects and
clients and use this in your value Proposition.