The most essential aspect of a value proposition is that it delivers a promise of potential value. Ideally, this value far out-strips its competition in terms of longevity and general effectiveness.
The reasons why a customer would choose to purchase a particular good or service from a business is at the heart of any value proposition.
Inevitably, the more value that is being offered, and the more tangible the results, the better a business value proposition will fare.
Highlighting the use, relevance, and value, are all key to a well-defined value proposition to customers.
A common means of conveying the value of a product or service, is by inventing a marketable scenario. A marketable scenario is something you often see on television. Commercials where a problem is presented, only to have a perfect product or service appear as the solution, is the perfect example of a marketable scenario.
Businesses make common use of tactics such as this to depict the value they produce. Further, they also tend to find ways of making themselves appear unique. This allows them to differentiate themselves from their competitors.
An excellent example of this would be a product or service that connects to another. In essence, by using one good or service, you are being given access to another. This gives the customer increased incentive to purchase, as they feel they will be receiving greater value for their dollars spent.