Anything new introduced in the business market has a purpose it addresses, what is it used for? What is the need for the product? How’s it different from others?

A value statement is a clear description of what a product is, and the purpose it’s designed for is given to the customer in a clear and understandable language. An effective value statement is when a customer reads it; he should get a perfect picture of what the particular product can do for him.

Essential qualities of a good value statement

Short and direct

The statement is engaging and straight to the point.

If the statement is dragging along, there is a strong chance the person reading may lose interest.

Avoid highly technical jargon

A high density of technical words may cause people to dismiss the value statement.

User-friendly language is a top priority, although technical specification can enhance the product, it must never be the core of the statement.

How it helps them personally

Why do I need it? The direct benefits of the product to the customer are clear.

Addressing what is the problem area it’s going to solve is of paramount importance.

Grab attention

Getting inside the head of the reader and invoking a sense of excitement is the desired result that translates into customer action of buying.