86% of All Value Propositions Fail – Make Yours Stick

This simple formula will help you explain your value proposition clearly and ensure your customers are never confused again.

Are you about to lose customers, prospects, and revenue because your messaging is unclear and your value proposition isn't sticking?

Most businesses make the same mistake: They talk about what they do in a way that confuses their audience.

For framing their value proposition they use jargon. They ramble. They assume people will just "get it."

But people don’t. And they won’t. Because they’re busy, overwhelmed, and bombarded with options.

So, no wonder that only 14% of the value propositions are relevant enough to prompt the customer to take action - according to this study.

But, luckily, there’s a straightforward way to fix this.

Here is how.

The Hack

Instead of overcomplicating things, use this framework to craft your value proposition:

We do [X] for [Y], so they can [Z]

Here are a couple of examples:

• Bookkeeping company for freelancers: We do automated bookkeeping for freelancers, so they can focus on their work, not their taxes.

• Sales tool: We do AI-powered scheduling for sales teams, so they can close more deals instead of managing calendars.

• Fitness company: We do on-demand fitness coaching for busy professionals, so they can stay in shape without rearranging their lives.

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The Result & How To Implement This (Right Now)

See how clear that is?

No fluff. Just instant clarity.

So, how can you implement this right away?

1. Write down what you do in one sentence. Keep it simple.

2. Refine it using the "We do [X] for [Y], so they can [Z]" format. Get rid of jargon.

3. Use it everywhere. Your website, LinkedIn, emails, ads—everywhere people find you.

And you won’t confuse your customers anymore.

One thing I want to highlight here: Everyone on the internet tells you to keep your sentences as short as possible, BUT here you should focus on clarity, not just brevity.

If you have two sentences instead of one, or ten words instead of four - nobody cares.

Trust me.

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Takeaway

This formula:

• Forces clarity. If you can’t fit your value into this structure, you’re not clear enough.

• Makes your audience care. People don’t buy features, they buy outcomes. This focuses on the outcome.

• Is stupidly easy to remember. That means your customers can repeat it (which means free marketing for you).

Most businesses struggle to explain what they do. The ones that don’t? They win.

So, what’s your We do [X] for [Y], so they can [Z]?

See you next week! 👋🏼

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