How to Create a Value Proposition (In 4 Easy Steps!)

Feb 24, 2022Bid Writing, Tender Process, Tender Writing, Value Proposition

Sitting down to write your value proposition can be quite daunting. To try and take this feeling away from you, we’ve been sharing our knowledge across blogs, and social media, in the hopes of making you feel more comfortable in all aspects before you start.

Step One: Your Company

Within bid writing, you always have to write as if the company running the tender has never heard of you before – 9/10 this is the case, which is where a value proposition can be extremely useful.

We’ve mentioned this step in previous blogs, but it is one of the most important ones. You need to be able to explain your company to somebody who has no idea what you do, how you do it, or why you do it. This doesn’t need to be a lengthy explanation; it could be as simple as ‘We’re a Bid Writing Support company that specialises in helping small businesses grow by helping them win them all-important contracts.’

Step Two: Problem Solving

Have you ever come across a question within a tender that asks how you will solve a specific problem if it arises? You need to be able to explain how you can solve it, from the moment it’s recognised through to it being solved.

Within your value proposition, you need to do the same thing, but in fewer words! It’s not as difficult as it sounds; you simply need to highlight the most common pain point your customers have and state how your company solves this.

For example: ‘If you don’t have the time to search for relevant opportunities to bid on, we can do this for you! We will search live opportunities and filter out any we think would be suitable for your company, we will then pull out the most important information and send this across to you in an easy-to-read format’

Step Three: ‘One Liner’

No, we’re not suggesting you come up with a funny company catchphrase, but it is similar! What we are suggesting is that you sum up your company in one sentence to finish off your value proposition.

This should be catchy, and easily identifiable to your company, something that catches your potential customer’s eye at the last minute making them look back and read through the rest of your value proposition, if they haven’t already. It should also imply, or state, what your company does.

As an example, Uber’s ‘one liner’ is Uber – The Smartest Way to Get Around.

Ideally, you should try and make this sentence stand out, either by separating it from the rest of the text or by highlighting it, either by making the sentence bold or italic. You can also use this across social media pages, within your email footers, and even on any printed marketing materials.

Step Four: Images, Images, Images!

You wouldn’t think that an image can be of importance within a value proposition, but it is. An image brings together your entire statement to make it look eye-catching and professional.

If you’re a product-based company, use a product photo, ideally one that is used when solving the pain point you mentioned in your value proposition.

If you’re a service-based company, you could use an image of happy customers, of your service in-use (if it’s a program), or anything related to your services. Again, this should ideally be based on solving the pain point you mentioned in your statement.


As long as your image is on-brand and easily identifiable as your company, then whatever you choose will work perfectly.

What should I do next?

Before you begin to write your value proposition, we recommend having a brainstorming session with members of your team. This can help with writing prompts as well as helping you to explain the value you and your company bring to your customers.

We’ve created a brainstorming template you can use to get started,, this link is only available until the 16th of March 2022, if you are reading this blog after then, please contact us on any of the means below and we can send you an updated one!

If you’ve read our previous 3 blogs, you may have already started your notes, which is great! If you have, then it’s time to write your first value proposition draft. Once this draft is done, send it to members of your team and ask for their opinion; this helps you know if everything is covered, if any changes need making, and if you’re stuck on the ‘one liner’, they may be able to help with ideas too!

Stay up to date with Bid for Success:

If you’ve missed our previous blogs on this subject, you can find them here: What’s is a Value Proposition? What should you be Included in a Value Proposition? The Different Types of Value Proposition. 

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Beth Yeomans

Currently an apprentice working towards a Digital Marketing Level 3 Qualification


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