Article · 10 min read

How to Write a Value Proposition (+ 6 Modern Examples)

Help Scout team · Help Scout Free Beginner

This is the fill-in-the-blank machine for the tagline itself. It teaches Steve Blank's 'we help X do Y by doing Z' formula and shows it worked live ('I help marketing teams resonate with their target audiences by communicating with clarity and compassion'), so you can write who-you-serve plus the-outcome in one pass. It also dissects Slack, Airbnb, and four others so you see the customer language, not category jargon, that actually lands.

  • Steve Blank's 'we help (X) do (Y) by doing (Z)' forces you to name the customer and the outcome before the feature
  • The worked copywriting example shows the exact shape of a one-line value prop you can paste under your company name
  • Write in your customer's words, not your category's: 'authentic local travel' beats 'peer-to-peer accommodation marketplace'
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The question it answers

  1. How do I make a title slide that gets an investor to keep reading past slide one?

Read with it

  1. This is the discipline your title slide lives or dies by: Seibel's rule is to name the company and say what it does in the... Y Combinator Article · 12 min read How to Pitch Your Company (Michael Seibel / Y Combinator) Michael Seibel
  2. You asked for annotated real title slides from funded startups, and this is the deepest running archive of exactly that:... TechCrunch Article · 15 min read per teardown Pitch Deck Teardown (TechCrunch series) Haje Jan Kamps
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