How to write a compelling value proposition for each stage of product adoption?

Updated on
February 23, 2024

Thinking about messaging your value proposition is indeed akin to constructing a bridge. This metaphor highlights the importance of creating a connection between what the customer values and what your product offers. Let's break down this concept further and provide some additional insights on how to effectively communicate your value proposition to target audience.

How to think about messaging your value proposition?

1. Understand the Customer's Perspective as a Market Leader

- Persona: Start by deeply understanding who your customer is. This includes demographic information, but more importantly, their behaviors, goals, and challenges.
- Alternative: Recognize the current solutions or methods your persona is using to address their needs or problems. This helps in identifying the gap between their current state and the desired state.
- Problem: Clearly define the problems your customers face with their current solutions. This includes both functional problems (e.g., inefficiencies, lack of features) and emotional problems (e.g., frustration, dissatisfaction).

2. Link to Your Product

- Capability: Describe how your product addresses the identified problems. Focus on the unique capabilities that set your product apart from the alternatives.
- Feature: Delve into the specific features of your product that enable the capabilities you've mentioned. It's important to be clear and concise, avoiding technical jargon that might confuse the prospect.
- Benefit: Finally, articulate the benefits that these features bring to the customer. Benefits should be framed in a way that resonates with the customer's initial concerns and desired outcomes, ensuring they are both tangible and relevant.

create compelling value propositions spendflo

3. Crafting the Message

- Bridge the Gap: Your messaging should serve as the bridge that connects the customer's problems and your product's solutions. It's not enough to list features and capabilities; you must illustrate how these aspects of your product directly address the customer's needs.
- Use Stories and Examples: Incorporating storytelling into your messaging can be powerful. Use real-life examples or hypothetical scenarios that vividly depict how your product can transform the customer's situation.
- Iterate and Validate: Messaging is not a one-time task. It needs to be continually refined based on feedback from prospects, changes in the market, and the evolving nature of your product. Regularly revisiting and adjusting your message ensures it remains compelling and relevant.

4. Engagement and Feedback

- Engage with Prospects: Use various channels to communicate your strong value proposition, including social media, email marketing, webinars, and in-person meetings. Each interaction is an opportunity to reinforce your message and gather insights.
- Seek Feedback: Encourage feedback from your audience about your messaging. Understanding how they perceive your value proposition and what resonates with them can guide future iterations of your messaging strategy.

Messaging your powerful value proposition is about more than just promoting your product's features; it's about connecting with your customers on a deeper level, addressing their needs, and illustrating how your product can provide meaningful solutions. By following this framework and continually refining your approach based on customer feedback, you can build a strong, effective bridge that leads prospects to your side.

How to make your Value Proposition more believable in marketing efforts?

Understanding the hierarchy of benefits in your product's value proposition is crucial for effective messaging and ensuring your claims remain credible and persuasive to your audience. This approach, particularly distinguishing between 1st order benefits and subsequent levels, enables you to tailor your communication strategy to different contexts and audiences. Let's delve deeper into these concepts and how they apply to product marketing.

1st Order Benefits: The Direct Impact

- Definition: These benefits are the direct, immediate outcomes of using your product. They are inherently linked to the product's primary functions and features.
- Value Proposition example with Asana: As a project management tool, Asana's 1st order benefit is enhancing team organization by consolidating tasks in one place. This claim is straightforward and closely tied to the product's core functionality, making it highly believable.

2nd Order Benefits: The Indirect Impact

- Definition: These are one step removed from the direct use of the product. They are the logical next-level outcomes that result from the application of the 1st order benefits.
- Value Proposition example: For Asana, a 2nd order benefit might be improved team productivity. By being more organized (1st order benefit), teams can work more efficiently, leading to higher productivity. While slightly more abstract than 1st order benefits, these claims are still relatable and believable when logically connected to the direct impact of the product.

Higher Order Benefits: The Extended Impact

- 3rd, 4th, 5th Order Benefits: These benefits extend further from the product’s direct use, often involving broader impacts on business success, culture, or even personal well-being.
- Challenges with Believability: As you move away from the product's direct impact, the claims become more abstract and potentially less believable without concrete evidence or logical connections. For example, suggesting Asana not only improves productivity but also leads to enhanced employee satisfaction (3rd order) or contributes to faster market growth (4th order) requires a stronger narrative or external validation.

Strategies for Messaging and Believability

- Use Channels Wisely: On your owned channels like your website or ads, focus on communicating 1st and 2nd order benefits. These platforms are ideal for making direct, credible claims about your product's immediate impact.
- Leverage Conversations and Testimonials for Higher Order Benefits: When discussing more abstract benefits, personal interactions through sales conversations or validated claims via testimonials and case studies are more effective. These formats allow for detailed narratives that can bridge the logical jumps between your product's features and its broader impacts.

Leveraging External Validation or Social Proof

- Case Studies and Testimonials: Sharing real-life examples where customers have experienced not just the direct benefits but also the extended impacts of your product can greatly enhance the credibility of higher-order benefits.
- Data and Research: Whenever possible, back up your claims with data or research that supports the logical progression from your product's direct use to its broader benefits.

Understanding the different orders of benefits and strategically communicating them can significantly impact the believability and effectiveness of your product messaging. By focusing on direct and logically connected benefits in broad communications and saving the more ambitious claims for contexts where you can provide detailed explanations or external validation, you can build a compelling and credible narrative around your product.

How to write a compelling value proposition for each stage of product adoption?

Writing a compelling value proposition for each stage of product adoption requires a nuanced understanding of what drives each group's interest and decision-making process. Let's explore how to craft these messages effectively for innovators, early adopters, and the early majority.

1. Innovators

Focus: Features

Strategy: Innovators are drawn to the cutting-edge aspect of technology. They're intrigued by innovation and how your product pushes boundaries. Your value proposition should emphasize the technological advancements your product represents and the unique features it introduces to the market.

Messaging Tips:

- Highlight the novelty and innovation behind your product's features.
- Use technical language that resonates with a technologically savvy audience.
- Offer in-depth information, such as whitepapers or technical guides, that explains your technology's underpinnings.
- Example: "Our product introduces the first-ever [specific feature], setting a new standard for [industry/application]. Experience the forefront of innovation."

2. Early Adopters

Focus: Capabilities

Strategy: Early adopters are interested in how your product's features can be applied to solve problems or create new opportunities. They are visionaries who see beyond the technology itself to its potential applications. Your value proposition should articulate what your product can do for them in practical terms.

Messaging Tips:

- Explain the capabilities enabled by your product's features in a clear, compelling manner.
- Use scenarios or use cases to illustrate how your product can be applied in real-world settings.
- Highlight the immediate advantages or improvements your product offers over existing solutions.
- Example: "Leverage [product name]'s capabilities to transform [specific process/problem], enabling [specific benefit]. Be among the pioneers to redefine [industry/application]."

3. Early Majority

Focus: Benefits

Strategy: The early majority needs to see proven results and practical benefits. They are pragmatic customers who look for reliability, efficiency, and productivity gains. Your value proposition for this group should focus on the tangible outcomes of using your product, supported by evidence like testimonials and case studies.

Messaging Tips:

- Emphasize the measurable benefits and impacts of your product, such as cost savings, time efficiency, or increased productivity.
- Include testimonials, case studies, and endorsements that provide credible evidence of your product's value.
- Address potential objections by highlighting ease of integration, customer support, and the availability of resources for onboarding.
- Example: "Join leading [industry] professionals who have achieved [specific results] by adopting [product name]. Discover proven solutions backed by compelling success stories."

Crafting Your Message for Each Stage

When crafting your message for each stage, consider the mindset and priorities of your target audience. Innovators are driven by the thrill of the new; early adopters by the potential to leverage new technology for practical benefits; and the early majority by the assurance of value and reliability. Tailoring your value proposition to align with these motivations will help you connect more effectively with each segment and facilitate the adoption process across different stages of the product lifecycle.

How to create compelling value propositions?

The secret to creating compelling value propositions indeed lies in understanding both the market's needs and your product's strengths, and then effectively bridging the gap between them. This straightforward approach focuses on addressing the most acute pains of your target customers with the most impactful features of your product. Here's a step-by-step guide to apply this method effectively, using product designers and Figma as an example:

create compelling value propositions figma example

Step 1: Understand the Market

1. Pick a Target Customer
Identify a specific customer segment you aim to serve. For instance, product designers looking for a collaborative design tool.

2. Map Out What They Are Trying to Accomplish
List the goals and activities your target customers are engaging in. For product designers, this might include creating high-fidelity prototypes, collaborating in real-time with team members, and sharing designs with stakeholders.

3. List Current Solutions and Their Pain Points
Document how your target customers are currently achieving these goals and the limitations or frustrations they experience. Common issues might include the lack of real-time collaboration, inefficient feedback processes, or the cumbersome task of switching between different tools.

4. Rank by Severity of Pain
Prioritize these pain points based on their impact on the customer's work and satisfaction. The most severe pains are often tied to inefficiencies and barriers to collaboration and creativity.

Step 2: Analyze Your Product

1. **List Features and Capabilities**
Write down all the features and capabilities of your product. For Figma, this could include real-time collaboration, cloud-based design files, and extensive integration with other tools.

2. **Rank by Compellingness**
Evaluate each feature based on its uniqueness, the value it delivers, and its ability to wow customers or solve their problems in novel ways.

Step 3: Connect Pain Points to Features

1. **Match Pain Points with Features**
Identify which of your product's features directly address the most severe pain points identified. The goal is to find clear and direct connections where a feature can significantly alleviate or eliminate a pain.

2. **Craft Compelling Value Propositions**
For each match, create a value proposition that succinctly communicates how your product solves a major problem or fulfills a critical need for your target customers.

Value Proposition Example: Value Propositions for Figma

1. Real-time Collaboration: For product designers frustrated with asynchronous feedback loops, Figma offers real-time collaboration, making it seamless for teams to work together and provide instant feedback.

2. Cloud-based Design Files: For those struggling with version control and file management, Figma's cloud-based system ensures that everyone is always working on the latest version, eliminating the confusion and inefficiencies of file sharing.

3. Extensive Integrations: For designers using multiple tools and platforms, Figma's extensive integrations streamline workflows, allowing them to connect their design process with other critical tools seamlessly.


By meticulously understanding your target customers' needs and aligning them with what your product does best, you can create value propositions that resonate deeply with your audience. This approach not only makes your messaging more compelling but also ensures that your product development efforts are focused on features that deliver real value to your customers.

How to use value propositions to hone in on your ICP and tighten your positioning?

Using value propositions to hone in on your Ideal Customer Profile (ICP) and tighten your positioning is a strategic process that involves understanding your prospects' current methods (their "Current Way") of solving problems and how your product offers a superior alternative. Here's how you can approach this, following the given framework:

1. When You Don't Have a Single Current Way

If your research and customer interactions reveal that your target customers are using multiple different methods to solve their problems, it means you need to refine your understanding of your ICP. Here's how to approach your messaging in this scenario:

a. Identify the Top 3 Current Ways
Based on customer interviews, market research, and feedback, identify the most common methods your potential customers are currently using to address their needs.

b. Craft Messaging for Each
Develop separate value propositions that address the limitations of each of these methods. Your messaging should clearly articulate how your product provides a better solution.

c. Listen and Learn
Pay close attention to how potential customers respond to your messaging around each current way. Track:
- The frequency with which each method is mentioned.
- The level of interest or excitement your solution generates in each context.
- The conversion rate from interest to customer for each scenario.

d. Refine Over Time
Use the insights gathered from customer interactions to gradually refine your messaging and focus more on the current ways that represent the biggest opportunities for your product.

2. When You Have a Single Current Way

Having a single, well-defined current way that your prospects are using allows for more targeted and compelling messaging. Here’s how to craft your messaging in this case:

a. Highlight Limitations
Identify and articulate the key limitations or pain points associated with the current method your prospects are using. This could include inefficiencies, cost, lack of features, or any other relevant drawbacks.

b. Present Your Solution
Develop a detailed value proposition that addresses these pain points directly, showcasing how your product offers a superior alternative. Highlight the specific features or capabilities of your product that overcome the limitations of the current way.

c. Use Multiple Angles
Since you’re focusing on a single current way, you can afford to go into greater detail. Address multiple aspects of the problem and show how your product provides a comprehensive solution.

Value Proposition Statement Example: Loom Targeting Product Leaders

Value Proposition Statement Example: Loom Targeting Product Leaders

If Identifying the Current Way:

- Messaging Approach: Outline the benefits of Loom as compared to traditional methods like written emails, PowerPoint presentations, or standard video recordings. Highlight how Loom simplifies communication, enhances clarity, and saves time.
- Customer Listening: Pay attention to which of these current ways is most commonly cited as problematic and gauge the reaction to Loom’s solution.

If Competing with "Calling an All Hands Meeting":

- Highlight Limitations: Point out the difficulties with all-hands meetings, such as scheduling conflicts, time consumption, and information retention issues.
- Present Loom’s Solution: Showcase how Loom allows for asynchronous communication, ensuring everyone gets the update on their own time, can rewatch as needed, and reduces the need for disruptive meetings.


Whether you're still exploring to identify a single current way or you've pinpointed one that you can target, the key to effective messaging is a deep understanding of your prospects' pain points and a clear articulation of how your product offers a better solution. By continuously listening to your customers and refining your approach based on their feedback, you can effectively tighten your positioning and more accurately target your ICP.

What is a Value Proposition in B2B product messaging?

The distinction between value messages and value propositions is a critical one in marketing strategy, especially when considering the intricacies of B2B marketing for future customers, pricing strategy, product pages and how these elements influence product messaging. Let's delve into why this differentiation matters and how to navigate the challenges it presents.

Understanding Value Messages vs. Value Propositions

- Value Messages: These are statements or claims about the benefits and advantages your product or service offers. They're designed to attract and engage potential customers by highlighting how you can solve their problems or improve their situation.
- Value Propositions: A value proposition becomes such only when it includes a specific offer—a combination of your solution and its price. It's the promise of value to be delivered, coupled with the cost of obtaining that value.

The Pricing Strategy Dilemma

Many B2B companies opt to keep their pricing opaque, preferring to tailor custom proposals at the end of the sales process. This approach allows for flexibility but also introduces several challenges:

1. Quantifying Value Messages: Custom proposals attempt to quantify the collective value messages shared throughout the sales process, aiming to match the price with the perceived value. While this can maximize deal size, it complicates consistent messaging.

2. Perceived Value Discrepancy: Different prospects might perceive the value of your product differently based on their specific needs, budget, and how they've been exposed to your value messages. This variance affects how you structure your overall pricing strategy and messaging.

Navigating Messaging Divergence

The divergence in messaging, resulting from trying to cater to both high and low perceived value customers, can dilute your product's value proposition, leading to broader, less impactful messages. Here are strategies to address this:

1. Segmented Messaging: Develop tailored messages for different segments of your target market. By aligning specific value messages with the needs and perceived value of each segment, you can maintain clarity and relevance in your messaging.

2. Transparent Pricing Models: Consider adopting more transparent pricing models where feasible. Transparency can simplify the sales process, build trust, and help prospects self-qualify based on the clear value you provide at known price points.

3. Value-Based Pricing: Align your pricing strategy more closely with the value provided. Instead of a one-size-fits-all approach, use customer feedback, market research, and competitive analysis to set prices that reflect the value perceived by different customer segments.

4. Educate Your Market: Use content marketing, case studies, and testimonials to educate your prospects about the value your product offers. This helps in setting expectations and can guide prospects towards understanding the pricing structure.

5. Consistent Value Propositions: Ensure that your value propositions are consistently communicated across all touchpoints. While personalized pricing can still be an option, the core value messages should remain consistent to avoid confusion.

basecamp create compelling value propositions


For B2B marketers and founders, distinguishing between value messages and value propositions is crucial for effective messaging and pricing strategy. By focusing on segmented messaging, transparent pricing, and education, companies can address the challenges of divergence and confusion in their product messaging, ultimately leading to clearer, more resonant value propositions that align with customer expectations and perceived value.

What is an Anti Value Proposition and how to create an Anti Value Proposition?

create compelling anti value propositions

Creating an "Anti-Value Proposition" is a strategic approach to positioning that not only clarifies who your product is for but also, and just as importantly, who it is not for. This method can help in sharpening your brand's narrative, cultivating a dedicated customer base, and ensuring internal alignment regarding the company's direction and focus. Let's break down the components of an "Anti-Value Prop" and how it can be applied, using the hypothetical example of Basecamp by 37signals.

1. Anti-Persona

- Definition: Identifies who your product is not intended for. This includes potential users within your Total Addressable Market (TAM) but outside your ideal customer segments.
- Application for Basecamp: Basecamp might define its anti-persona as large enterprises seeking highly customized, complex project management solutions. Basecamp's simplicity and streamlined features are not designed for organizations that require extensive integration capabilities or customizable workflows to the extent that they overshadow the product's core value of simplifying project management.

2. Anti-Problem

- Definition: Highlights the problems or challenges that you believe are not significant enough to warrant solving or that are symptoms of a larger issue your product addresses.
- Application for Basecamp: The anti-problem could be the need for overly complex project management tools that require extensive training and setup. Basecamp views this complexity not as a necessary component of effective project management but as a barrier to productivity and collaboration.

3. Anti-Solution

- Definition: Critiques the common solutions employed by the anti-persona to solve their "unworthy" problem, explaining why these solutions are ineffective or misguided.
- Application for Basecamp: Basecamp might view the anti-solution as the adoption of complex, feature-rich project management tools that are expensive, difficult to implement, and create more problems than they solve. These tools might offer endless customization and integrations but at the cost of user experience and simplicity.

4. Anti-Benefit

- Definition: Describes the outcomes or values promoted by the anti-solution that your brand does not endorse or prioritize.
- Application for Basecamp: The anti-benefit in Basecamp's case could be the perceived value of having a project management tool that can do "everything" but ultimately leads to underutilization, frustration, and productivity loss due to its complexity. Basecamp argues that this overemphasis on features detracts from the real work, fostering a status quo mindset that equates more features with better project management.

The Power of an "Anti-Value Proposition"

By articulating what your product is not and whom it's not for, you achieve several key objectives:

- Narrative Clarity: It enables you to craft a compelling story that resonates with those who share your values and are likely to become passionate advocates for your brand.
- Market Differentiation: It distinctly positions your product against competitors by emphasizing your unique approach and philosophy.
- Internal Alignment: It ensures that everyone within your organization understands the company's strategic focus, helping guide product development, marketing, and sales efforts in a cohesive direction.


The "Anti-Value Proposition" is a potent tool for B2B marketers and founders. It not only helps in defining and communicating what your product stands for but also what it stands against. This approach helps attract the right customers, those who align with your product's philosophy and values, while naturally filtering out those who do not fit. In the process, it strengthens your brand's identity and fosters a sense of community among your user base.

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