Write a clear value proposition

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue that want a simple line sales can deliver.

The quick answer

State who it is for, the problem, your promise, and the proof. Use plain words. Test it in five real sales calls and change it based on what buyers repeat back.

The method in six steps

Fill the simple template
For [buyer] who struggle with [problem], we deliver [promise] proven by [proof].
Translate to a spoken line
Drop jargon and shorten to two sentences that sound natural.
Anchor the numbers
Add one result line such as average savings, time saved, or revenue lift.
Test in the field
Use it in five calls. Track the words buyers repeat. Keep what sticks.
Publish versions by segment
If you sell to different segments, tailor the problem and the proof. Keep the promise constant.
Bake into assets
Use it above the fold on the home page, in the first slide of the deck, and in the first paragraph of proposals.

Example

For operations leaders in food manufacturing who struggle with downtime, we deliver guaranteed four hour break fix proven by ninety eight percent on time service and a thirty percent cut in unplanned outages.

Pitfalls and fixes

Long paragraphs. Keep it two sentences plus one number.
Claims without proof. Add a number and a reference.
Drift across teams. Share the final line and train reps.

Checklist

One master value proposition and segment versions
Two numeric proofs
Tested in five calls
Published in site, deck, and proposals