How to write a SaaS value proposition


Companies work relentlessly to improve their product and service, thinking that it’s the most valuable role they can play. But many don’t pay the same attention to their communication with their target audience, optimising their messaging to make it click with their audience, to get clicks on their website.

A unique value proposition is a statement that tells potential customers about your product/service, how you differ from the competition and what unique value you provide. This is a crucial component of a company’s communication strategy as it is one of the first things that a website visitor will see.

A basic structure of a value proposition includes:

  • A headline
  • A sub-headline
  • A short paragraph of benefits

The content of the value proposition should be easily read and understood by your target audience, addressing:

Their needs

Sell your product against the strongest competition. How does your product address those needs and tell them why customers should buy from you instead of your competitors.

Their wants

Sell an experience that’s better than the experience anyone else can provide, and appeal to your prospect’s emotional responses. Tell them how your products/service enhances circumstances and the specific benefits customers can expect.

Their fears

Address those fears, and convince them to take the plunge and choose your product. Tell them how you product/service solves problems.

So how do you decide what to include and how to be concise?


This is the easy part. What does your potential customer need the product to do for them? This could be anything such as;

  • Manage data
  • Organise events
  • Clean the car
  • Provide customer service
  • Manage employees


Think about the experience they’re looking for in getting their needs met, and what will turn their attention away from the competition and towards your product. E.g.

  • Integrated software platform that manages data….
  • The quickest way to organise events …
  • Unbeatable price to clean your car…
  • Manages customer service with a personal touch….
  • Manages employees with less effort…


Consider what might make your potential clients fear trying your product. Buyers often play it safe, so you should try to convince them to take the leap and tackle their fears. E.g.

  • Integrates without the need of IT (ability/skills fear)
  • Works in minutes, not months (time/productivity fear)
  • No hidden charges (additional cost fear)
  • Top rated customer service (quality of customer service fear)
  • Instantly enables businesses to (time/deadline fear)

By creating a quality value proposition your potential customers will see that you clearly understand the challenges they are facing and that you are capable of solving them.

Examples of some great SaaS value propositions


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Need help creating your perfect value proposition? Get in touch aland@axd.agency

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