PROMPT LIBRARY
Value proposition prompt (copy-paste)
DIRECT ANSWER
A value proposition prompt instructs an AI to produce a structured, testable value proposition — a single sentence or short statement that defines the specific customer, the outcome they get, and the reason to choose this product over alternatives. Use it when starting a positioning exercise, writing a homepage headline, or preparing for a fundraising pitch.
The prompt
You are a positioning strategist. Help me write a clear, specific value proposition for the following product. A good value proposition answers three questions in one statement: who is it for, what outcome do they get, and why this instead of the alternatives? Product: [product name]. What it does: [one to two sentences on the mechanism — how it works at a high level]. Target customer: [primary ICP — role, company size or stage, specific situation they are in]. The outcome they want most: [the result they are chasing, in their words if possible]. Current alternatives they use: [what they do today — a competitor, a spreadsheet, an agency, doing nothing]. Our key difference from those alternatives: [one to two specific differentiators — not generic claims like 'easier to use']. Any proof: [a stat, customer count, result, or notable customer name]. Produce the following: 1. Three value proposition statements, each in a different format: Format A: '[Verb] [specific outcome] for [ICP] without [the tradeoff or cost they normally accept]'; Format B: '[Product] is the [category] for [ICP] that [specific differentiator] — unlike [alternative] which [limitation].'; Format C: A two-sentence version: sentence one states what the product does and who it is for; sentence two states why it is different from the alternative and what that means for the customer. 2. A one-sentence homepage headline derived from the strongest of the three statements (under 10 words). 3. A supporting subheadline (20-30 words) that expands the headline with the mechanism and outcome. 4. A 'sanity check' paragraph: for each statement, flag any claim that is not yet supported by proof — where the company would need data, a case study, or a customer quote to back it up in copy. 5. Three alternative ICPs this value proposition does not serve and a one-sentence explanation of why — this sharpens what we are not saying. Do not use the words 'innovative,' 'seamless,' 'powerful,' 'cutting-edge,' 'best-in-class,' 'leverage,' or 'unlock.'
How to use it
The 'current alternatives' field is the most frequently skipped and the most important. Customers do not compare you to nothing — they compare you to whatever they are doing now. Name it specifically: a named competitor, spreadsheets and manual work, an agency, or internal headcount. The specificity of the alternative sharpens every part of the value proposition. After running the prompt, read each statement aloud and ask whether a skeptical member of your ICP would nod or roll their eyes. If the sanity check flags an unsupported claim, either find the proof or remove the claim before using the statement in paid copy or a pitch deck.
What good output looks like
A strong value proposition will be specific enough to exclude someone — if every B2B company could use your product, the statement is too broad. The outcome in the statement will be something the ICP actively wants, stated in terms of business result or time/cost saved — not a product feature. The differentiation will name something that the specific alternatives you listed cannot match. The homepage headline derived from it will be readable by someone who has never heard of you and immediately communicate who it is for and what they get. If the output sounds like it could be the tagline of any SaaS company in your category, the ICP and alternative fields need more specificity.
FAQ
Value proposition prompt — common questions
Should the value proposition be public-facing or internal?
It should function as both. Internally, it aligns the team on who you are for and what you deliver. Externally, it becomes the foundation for your homepage headline, ad copy, sales deck, and pitch. If your internal and external statements are different, that is usually a sign of a positioning problem.
How do I know which of the three formats to use?
Format A works well for bottom-of-funnel copy where the ICP knows the category. Format B works for a category that needs to be defined. Format C works in longer-form contexts like sales decks or About pages. Test Format A or C as a homepage headline — they tend to convert better than category-defining statements for known-category products.
How often should I revisit the value proposition?
When you add a major ICP segment, when a competitor closes a gap you used as a differentiator, or when your conversion metrics suggest messaging-market misfit — high traffic, low signup rates. Do not change it every quarter; consistency builds recognition. Do change it when the competitive or customer reality changes meaningfully.
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