Clay1. Sell the system not the feature
Buyers picture an outcome machine instead of a list of tools.
- Write the headline as an outcome
- Pair it with a visual that feels like a machine
- Offer a free trial and a demo side by side
How to write a value proposition
A value proposition says who you help, what you help them get and why you are different, in one or two sentences a buyer could repeat. Start from the problem in their words, name the result, then add the one reason to believe you. On a homepage it becomes the headline and subhead.
Updated · By Blake Emal · 5 real examples, each linked to its source
What are the steps
- Write the problem in their wordsPull phrases from sales calls, reviews and support tickets.
- Name the resultWhat is true for the buyer after they use you.
- Add the reason to believeThe mechanism, the proof or the thing only you do.
- Cut it to two sentencesHeadline for the result, subhead for the how.
- Check it against competitorsIf a rival could put it on their homepage, it is not yours yet.
How do the options compare
| Part | Question it answers | Seen on |
|---|---|---|
| Who | Who is this for | Linear |
| Result | What changes for me | Ramp |
| Different | Why you and not them | Clay sells the system |
| Category | What kind of thing is it | Attio |
Which real examples show it
Clay
Attio2. Welcome buyers to a new category
A warm welcome to a new idea feels like an invite, not a pitch.
- Name the new category in four words
- Say what it does in one line
- Show it working right below
Ramp3. Turn a common saying into your headline
A phrase everyone knows becomes a promise people remember.
- Find a saying tied to your benefit
- Add a twist that makes it yours
- Put the email field right under it
Linear4. Name both users in your headline
Naming agents next to teams tells buyers the product fits how they work now.
- Name every kind of user in one line
- Show the real product under the headline
- Keep the sub line to one short sentence
Raycast5. Promise one shortcut to everything
A single big promise and a single action make the choice easy.
- Write a promise under six words
- Give the page one main button
- Let bold visuals carry the mood
Get three ideas for your own product
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What else do people ask
What is the difference between a value proposition and a tagline
A value proposition explains the value and can be two sentences. A tagline is a short memorable line that may not explain anything on its own.
Where should the value proposition go
In the homepage hero, the top of every landing page, your ads and your sales deck, in the same words.
How do I test a value proposition
Show the headline to people in your market for five seconds and ask them what you sell and who it is for.