7 Steps to Build a Value Proposition That Converts
Learn how to build a clear, customer-focused value proposition that actually converts. 7 steps every marine business needs to sharpen its message.
1. Know Exactly Who You’re Talking To
Forget broad. Get precise. Your value proposition starts with deep customer understanding.
Who is your ideal buyer — not just the company, but the person?
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What keeps them up at night?
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What KPIs do they care about?
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What does success look like for them personally and professionally?
Creating detailed buyer personas isn’t fluffy — it’s foundational. If your message isn’t tailored to a specific person in a specific moment, it won’t resonate. Full stop.
2. Start With the Problem
This is where most marine businesses fall down — they lead with what they built, not what it solves.
Start by naming the pain your customer feels in their own language. If you can describe their problem better than they can, they’ll assume you have the solution.
Use their words. Avoid jargon. And focus on the real impact of the problem — whether it’s operational inefficiency, revenue risk, compliance pressure, or something deeper.
3. Highlight the Outcome, Not the Features
Features tell. Outcomes sell.
Your value proposition should paint a picture of what life looks like after your solution is in place. What gets easier? What accelerates? What gets solved or avoided?
The best value props are outcome-first:
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"Close deals 30% faster."
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"Reduce fuel costs by 20%."
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"Get real-time visibility, not spreadsheets."
Concrete, desirable, and framed around them, not you.
4. Make It Specific
“Smarter,” “better,” and “faster” mean nothing unless they’re backed up with specifics. What exactly makes your solution smarter? What metric improves? How fast is faster?
Specificity builds credibility. It makes your value prop feel real, measurable, and believable.
Examples:
Numbers are sticky. Use them.
5. Show Why You’re Different
Here’s where you draw a line between your offer and everything else out there.
Ask yourself:
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What makes our approach unique?
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What do we believe that others don’t?
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How do we solve this in a way no one else can?
This is not just about features — it’s about your philosophy, your execution, your edge. Own it clearly and confidently.
Differentiation isn’t just a branding exercise. It’s how you become the default choice.
6. Say It in One Sentence
If your message needs a paragraph to explain, you’ve already lost.
Distil your core value into a single, powerful sentence — ideally under 15 words. Something your sales team can memorise, your customers can repeat, and your audience won’t forget.
Example:
"We help vessel operators reduce fuel waste by 20% with AI-driven voyage optimisation."
Clarity earns attention. Brevity earns trust.
7. Obsess Over the Customer Experience
This isn’t about your product — it’s about their world.
Map the buyer journey. Where do they first hear about you? What do they see? What objections do they raise? What questions go unanswered?
A strong value proposition meets the buyer exactly where they are — and moves them forward. This means:
Too many founders pitch from their roadmap. The smart ones pitch from the customer’s lived reality.
Examples to Learn From
Uber (B2C)
"Tap the app, get a ride. The smartest way to get around."
Clear. Concise. Benefit-focused. It solves real friction — with simplicity.
QuickBooks (B2B)
"Send invoices in minutes. Get paid two days faster."
A direct promise to busy business owners. It speaks to pain, value, and outcome — all in one line.
The Bottom Line
If you can’t clearly explain the value your product creates, your product won’t sell.
Most marine companies are product-obsessed. The smart ones? They’re customer-obsessed — and their value proposition proves it.
A strong value prop doesn’t just help you sell. It helps you build alignment, sharpen your messaging, and drive smarter growth at every stage.
If you're struggling to explain your value — we can help you find the words that convert.
VALO helps marine businesses craft strategic narratives and value propositions that cut through complexity, connect with customers, and convert.
