Value propositions provide consumers with a critical first impression of any product or idea. Think of value propositions as consumer speed dating.
Value propositions are most effective when wrapped in a memorable phrase or tagline. The makers of Poo-Pourri, a pre-flush toilet spray, illustrate the point with their value proposition/tagline – “Before you go, so no one will know you did.”
The Poo-Pourri value proposition, like all successful ones, addresses an acknowledged problem: Answering the call without guilt, regret or an odorous trail. It also tells the product’s story with a cheeky personality that is hard to forget.
Of course, cheekiness is only as good as it is successful. Poo-Pourri markets itself to women, engages in inoffensive potty humor and claims more than 3 billion “stink-flushes” by users. By any standard, a stinking success.
There are many examples of successful value propositions. IMPACT, an inbound marketing agency that helps companies improve outreach and sales, has compiled an impressive list. Here are a few of them:
MailChimp: “Send Better Email” – simple, easy-to-understand and useful.
Mizzen and Main: “Performance Fabric. Traditional Style.” – addresses a felt-need by men for a functional, good-looking dress shirt.
Vimeo: “Make life worth watching” – provides a window into what it does, with an unobtrusive elbow to its competitor, YouTube.
FreshBooks: “Small Business Accounting Software Designed for You, the Non-Accountant” – you couldn’t say it any more clearly.
Tortuga Backpacks: “Bring Everything You Need Without Checking a Bag” – this carves a niche in the luggage business that is easily recognizable for veteran travelers.
Ladders: “Move up in your career” – responds to a perpetual concern about how to climb the career ladder and make more money by harkening to familiar imagery.
Evernote: “Remember Everything” – a memory-refreshing app that helps you keep track of what you are prone to forget, a problem almost everyone faces.
DeskBeers: “Craft Beer, Delivered to Your Office” – don’t tell the boss, but applause from fellow employees for this directly appealing name and tagline.
Spotify: “Soundtrack your life” – a goodie no longer in use, but still a great mash-up example of a tagline that tells you everything you need to know in three words.
The world of politics has produced a comparable example with the Green New Deal, a proposed stimulus policy aimed at addressing economic inequality and climate change.
In a noisy world with crowded store shelves and endless social media posts, you need a way to stand out. A vivid value proposition melded into a name and/or tagline is one way to distinguish your product or idea in the minds of potential consumers or fellow sympathizers.