How do I write my company's value proposition in one sentence?

A value proposition is the sentence that says what you do, for whom, and why it is worth choosing you. It sounds simple and rarely is: most companies describe themselves with words that fit any of them ("tailor-made solutions", "quality and professionalism"). Here is a method to arrive at something that only fits you.

The structure

A form that tends to work:

We help [who] to [achieve what], [with what difference].

It does not have to end up like this, but it is a good starting structure, because it forces you to answer the three questions that matter.

Six steps

1. Who, exactly. Not "companies" or "people". What kind of company, what size, what need. The more concrete, the better.
2. The problem, in their words. How does your customer describe what bothers them? Use those words, not yours.
3. The result they look for. What changes in their life after working with you: less wasted time, more clarity, more enquiries.
4. What makes you different, and make it true. Something you do in a way that can be checked: a process, a commitment, a specialism. "Quality" does not count.
5. Write it. Put the four points into one sentence. If it runs past two lines, cut.
6. Test it with an outsider. Show the sentence to someone who does not know the company and ask: "What do you think we do? For whom?" If they cannot say, go back to step 1.

Two quick tests

• The swap test. If you could put another company's name from your sector into the same sentence and it still made sense, it is still generic.
• The proof test. Can you point to something in what you do that shows the sentence is true? If not, either rewrite the sentence or change what you do.

An example, to see the difference

A garage might say "We offer car repair services with quality and professionalism". It fits any garage.

Or it might say "We repair your car the same day and send the quote in writing before we start." It says what it does, what the customer gains and what the garage commits to.

Where to use the sentence

At the top of the website, in the social media bio, in the Google Business Profile, in the first line of a proposal and in the mouth of whoever answers the phone. When everyone uses the same sentence, the company starts to look like what it is.

This work is the heart of Brand Strategy: before the design, the sentence. For the wider context, see the branding guide for SMEs.

Mistakes that keep recurring

• Vague words. "Solutions", "quality", "innovation" fit any company.
• Talking about yourself, not the customer. "We are leaders in..." says little; "we help you to..." says more.
• Several promises in one sentence. Whoever reads keeps one, at most.
• A pretty sentence with no proof. If you cannot show it is true, do not write it.

The cure is almost always the same: go back to step 2 and use the customer's words. If after correcting them the sentence is still long, split it in two and see which of the two really matters to the reader. Keep the final version somewhere everyone can see, so the team uses it exactly as written.

In short

• Structure: We help [who] to [achieve what], [with what difference].
• Use the customer's words and a difference that can be proven.
• Test with an outsider before spreading it.

Quick questions

Can I have more than one value proposition?

If you serve different audiences, there can be one sentence per audience, as long as each is clear and all come from the same central idea.

How long should the sentence be?

One or two lines. If it does not fit in one breath, it is still a paragraph.

Is a value proposition the same as a slogan?

No. A slogan is a short sentence to remember; the value proposition explains what you do and for whom. The slogan can come from it, but does not replace it.