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Sam Thomas Davies

How to Write Killer Value Propositions for Your Facebook Ads

  • Growth Marketing

Fifty four percent.

That’s how many companies do nothing to optimize their value proposition according to MarketingSherpa.

If you’re part of that statistic, I’ve got bad news for you:

You’re potentially missing out on a TON of revenue.

So, let’s do something about it, shall we?

Today, I’m going to show you how to write a compelling value proposition and apply it to your Facebook ads so you can drive more click-throughs to your site.

But before you read on…

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What is a value proposition?

Imagine you’re interested in applying for health insurance.

You browse online for a quote and whittle your choice down to the following two companies:

Company A:

Version A

And Company B:

Version B

Based on your initial impression, which company are you compelled to contact?

If you’re like most people, you’ll choose Company B.


Because it has a better value proposition (“Pay Less for Better Health Care”).

In marketing, a value proposition is a statement which clearly identifies clear, measurable and demonstrable benefits prospects get when buying your product or service.

Moreover, it’s a way of convincing potential buyers that your product or service is more superior than your competitors. Generally, the more perceived value you can offer, the better a competitive advantage you will have.

A good value proposition needs to:

  1. Convey a clear, easily understood message
  2. Speak to the unique value your business provides
  3. Target a specific market segment (read: marketing persona)
  4. Communicate a clear promise regarding the benefits being delivered

Often, a brand’s value proposition appears on a company’s home, landing or about page:

Barkbox Value Proposition

(Source: BarkBox)

However, in recent years, more and more e-commerce businesses are targeting their ideal buyers at the beginner’s stage of the buyer’s journey through Facebook Advertising:

Zola Facebook Ad

(Source: AdEspresso)

And it’s not hard to see why.

Retailers’ ROI on Facebook ads grew 75% over last year—and it’s expected to increase.

If you’re already advertising on Facebook but not driving enough clicks to your site, it likely your value proposition isn’t compelling enough.

Here’s how to solve that problem.

Write better Facebook ads with this 3-step process

There are three critical steps when writing a compelling value proposition:

  1. Know your audience
  2. Know your product or service
  3. Choose an angle

Let’s discuss each in detail.

Step 1. Know your audience

Whether you’re trying to write killer product descriptions or email marketing campaigns that convert—copy is everything.

In fact, when Groove changed their homepage copy from marketing jargon to how their customers actually spoke, they doubled their on-page conversion rate:

Groove A_B Test

In order to write a compelling value proposition, you need to gain insight into your audience’s wants, fears, and needs and how they communicate them with others.

While there are many ways to do market research, two of my favorite involve Reddit and Typeform.

i. Reddit

I’ve previously written about Reddit.

And for good reason:

It’s a killer resource for market research.

Here’s an example:

Let’s say you’re in the men’s grooming market, specifically—shaving.

One way to write a value proposition that resonates with your ideal buyer would be to browse a subreddit related to one of your keywords.

If there isn’t one (or there is, but it’s inactive), go broader than the keyword you initially chose.

For example, r/askmen is a popular subreddit where men ask other men questions ranging from personal grooming to relationship advice:


Here’s what I found when I searched “shaving”:

r_askmen Search Results

As you can see, a common obstacle for many men when shaving is cutting oneself or irritating one’s skin.

So, if one of your products is a razor, you might use this newfound information to write a value proposition that overcomes the common objection: “Will it irritate my skin?”

Harry’s address their audience’s pains by using a unique value proposition for each of their products:

Harry's Value Proposition

ii. Typeform

If you don’t know what your audience wants—ask.

There’s NO harm in doing it.

(And with email marketing, it’s never been easier.)

Here’s a recent email I got from Michael Hyatt asking what I’m currently struggling with:

Michael Hyatt Survey Email

With Typeform, you can create beautiful and engaging surveys to collect your audience’s responses.

In fact, it’s the very tool we turn to when surveying our audience:

Sleeeknote Typeform

Whether you’re using Reddit, Typeform, or something else—write down your ideal buyer’s wants, fears, and needs (specifically, the words they use). This will be important in Step 3.

Step 2. Know your product or service (and your competitors’)

When a user comes across your brand—whether that’s through Facebook Advertising or organic search—it’s likely they’re asking themselves a few questions such as:

  1. Who is this product or service for?
  2. Will it work?
  3. Will it work for me?
  4. How is it different from all the alternatives online?
  5. Why should I pick this brand over another?

Before they can answer the above, however, you have to answer for them…

And that means knowing what makes your brand unique.

Sometimes, that’s knowing what your product or service is…

Kapture Facebook Ad

(Source: AdEspresso)

…or what it isn’t…

The Grommet Facebook Ad

…but, often, it’s a combination of both.

One way to identify your competitive advantage is to analyze your competitors.

This isn’t to copy them. Rather, it’s to identify where they’re falling short—and where you can fulfill any unmet needs.

As Peep Laja from ConversionXL writes, “You can’t be unique if you don’t know what your competition is doing.”

Here’s a brief overview of how to we approach competitive analysis at Sleeknote:

i. Create a Google Sheet

Log into Google Sheets and click “Start a new spreadsheet > Blank”:

Google Sheet

ii. Add column headers

Write “Site,” “URL,” and “Value Proposition” for columns A, B, and C:

Google Sheet (1)

iii. Analyze your competitors

There are a few places you can locate your competitor’s value propositions:

a. Home, landing and about pages

Sometimes, locating a company’s value proposition is as simple as browsing their site:

FiftyThree Value Proposition

(Source: FiftyThree)

b. Title tag or meta-description

I’ll let you in on a secret…

Many companies place their value proposition in their title tag or meta-description which is visible in the search engine results pages (SERPs).

With 67% of the buyer’s journey now completed digitally, it’s crucial your site has a high click-through rate, especially when position 1-3 receive 55.13% of all clicks:

SERP Click-Through Rates

Here’s an example from ChefsPlate (who, incidentally, as of writing, rank position 2 for “food delivery service”). They have variations of their value proposition in their title tag and meta-description:

Chefs Plate SERPs

iv. Add your research to your Google Sheet

Continue to analyze your competitors and if any of their value propositions pique your interest, add them to your Google Sheet:

Google Sheet (2)

Ask yourself:

“What do I do better?”

Do you have exceptional customer service? Are you more affordable? Do you offer free shipping?

Be patient here: summarizing your core offer as a clear statement can take a LONG time to get right. Brainstorm as many ideas as you can before moving onto Step 3.

Step 3. Choose an angle for your Facebook ad

Have you ever read a Nissan advertisement?

Nissan Ad

(Source: Advert Gallery)

While other manufacturers focus on the product, highlighting features like comfort and safety, Nissan focuses on YOU, the potential buyer.

In marketing, this is known as an angle. And it’s exactly how you can approach writing a value proposition on a creative level.

In his book, Ca$hvertising, Drew Eric Whitman outlines eight marketing angles based on our core biological desires:

  1. Survival, enjoyment of life, life extension
  2. Enjoyment of food and beverages
  3. Freedom from fear, pain, and danger
  4. Sexual companionship
  5. Comfortable living conditions
  6. To be superior, winning, keeping up with the Joneses
  7. Care and protection of loved ones
  8. Social approval

Let’s discuss how each of these angles can be applied to Facebook ads.

i. Survival, enjoyment of life, life extension

Torch Apparel is a brand that focuses on the safety and style of cyclists.

In one of their recent Facebook ads, their value proposition differentiates them from their competitors, while highlighting what’s most important to cyclists—safety and comfort:

Torch Facebook Ad

(Source: AdEspresso)

ii. Enjoyment of food and beverages

An extension of “enjoyment of life,” enjoyment of food of beverages is a pleasure many partake in.

But deciding what to do for dinner is a struggle for many busy people.

That’s where Plated come in.

Providing everything you need to make amazing meals, Plated offers foolproof recipes for “People who love food”:

Plated Facebook Ad

(Source: AdEspresso)

By combining a proven angle (enjoyment of food and beverages) with an enticing offer (a free Plated Night), Plated has a value proposition that’s almost too good to say no to.

iii. Freedom from fear, pain, and danger

If you’re reading this blog post, chances are you’re experiencing a challenge in your work or business.

And if you are, you’re actively seeking a solution.

Maybe you’re looking to learn how to write a better value proposition.

Or maybe you’re looking to improve an area that’s affected by it, like revenue and conversions.

Similarly, in business, positioning a product or service as a remedy for a particular pain is one of the most effective angles in marketing today.

Some companies, like ReferralCandy, allude to it in their value proposition:

Referral Candy Facebook Ad

(Source: AdEspresso)

Others, like Alibaba, are more direct, offering a solution to two common problems every business has: not enough time or money:

Alibaba Facebook Ad

(Source: AdEspresso)

iv. Sexual companionship

A popular value proposition template is Geoff Moore’s “Value Positioning Statement” from his book, Crossing the Chasm:

In Moore’s words, “The key [to passing the elevator test] is to define your position based on the target segment you intend to dominate and the value proposition you intend to dominate it with.”

CatholicSingles, an online dating site, is a perfect illustration of Moore’s point. Their ads know exactly who they’re targeting and what they’re helping their ideal buyer do: match them with their soulmate.

CatholicSingles Facebook Ad

(Source: AdEspresso)

If you’re looking for more value proposition formulas, read Tor Grønsund’s thorough article on the subject.

v. Comfortable living conditions

If there’s anything we can learn from companies like Casper and Brooklinen, it’s this:

People value a good night’s sleep.

And they’re willing to invest in it.

Describing their mattress as “beautifully simple, simply beautiful” EveSleep promises readers they will “sleep like a royal” when they purchase their signature foam mattress:


(Source: AdEspresso)

vi. To be superior, winning, keeping up with the Joneses

Playing on a fear of social inferiority is a popular angle in markets where buyers value standing out from the crowd.

Gearbeast, an e-commerce store that specializes in smartphone accessories at affordable prices, dare readers to challenge the status quo in their ad:

GearBeast Facebook Ad

(Source: AdEspresso)

Similarly, SheInsider, challenge readers to blaze a trail of their own with one of their products:

SheInsider Facebook Ad

(Source: AdEspresso)

vii. Care and protection of loved ones

As much as we want to enjoy our lives (as discussed with angle one), we want others to enjoy their lives, too.

Namely: our friends, family, and loved ones—including pets.

The Human Society of the United States is America’s largest and most effective animal protection organization. However, rather than angle their value proposition around social approval or freedom from fear, pain, and danger, like one would expect, they invite you to “be a hero for animals”:

The Human Society of the United States Facebook Ad

(Source: AdEspresso)

After all, who doesn’t want to be a hero?

viii. Social approval

Like it or not:

We seek approval of others.

Friends. Family. Colleagues—we care what other people think to some extent.

Marketers know this. And for fashion-conscious shoppers, approval is often a MUST.

Root Bizzle, a monthly tie club, zone in on the reader’s fear of being perceived as “uncool” with their value proposition:

Root Bizzle Facebook Ad

(Source: AdEspresso)

A good value proposition incorporates one of the above angles; a great value proposition incorporates several. Don’t be afraid to mix and match.

Remember, the more psychological triggers you implement, the greater the chance of high click-throughs and conversions.

Free Downloadable Bonus

Want This?

Let’s face it: writing good value propositions is TOUGH. Get access to our personal value proposition swipe file and get all the Facebook ads mentioned in the post, 3 bonus marketing angles, and more (includes content not mentioned in the post).


Having a compelling value proposition is an integral part of any brand.

And with only 8.25 seconds to hold a visitor’s attention, it’s more important than ever.

Hopefully, the above marketing angles have given you everything you need.

Now all you need to do is get started.

What’s your business’ value proposition? Share it in a comment below.