Value Proposition Builder

WHO: [Target Customer]
THEIR PROBLEM: [problem in their words]
WHAT YOU DO: [your service, plainly]
THE OUTCOME: [what's true for them afterward]
YOUR DIFFERENCE: [what you do that others near you don't]
THE PROOF: [why they should believe you]
THE COST OF DOING NOTHING: [what happens if they don't act]

FORMULA 1 — The plain one
[Business Name] helps [Target Customer] [outcome] without [the usual downside].

FORMULA 2 — The specific one
[Offer] for [Target Customer] in [Location] who need [outcome] by [timeframe].

FORMULA 3 — The contrast one
Most [providers] [common approach]. We [your approach], so you get [outcome].

FORMULA 4 — The problem-first one
[Problem]? We [solution] for [Target Customer], starting at [Price].

FORMULA 5 — The outcome one
[Outcome] — [how you deliver it], for [Target Customer].

Read your favorite version aloud and check:
- Would a stranger understand it without follow-up questions?
- Could a competitor say the exact same sentence? (If yes, it isn't a value proposition.)
- Does it name a real customer and a real outcome?
- Is every claim in it something you could prove if asked?
- Is it under 20 words?

Then say it to five actual people and watch their faces. Confusion is data.