How to create a value prop that makes your product easy to buy

A great value proposition does more than sound good. It feels right, because it says what people really need to hear.

It gives your audience a reason to believe. And it gives your business the clarity to move forward with confidence.

We’ve seen it time and again both with clients, and in our own journey as Luna 9. You start out with strong instincts and a cool product. But things only really get going when you can explain what you offer, why it matters, and how it helps your audience succeed.

That’s the power of a good value proposition.

Why it’s worth the effort

Crafting a strong value proposition takes much more than clever wordsmithing. It’s a moment of self-reflection that forces you to make choices. 

To articulate what your product really does. Who it’s really for. What makes it worth choosing over anything else.

In our case, that meant peeling back multiple layers of Luna 9 and grappling with some big questions. (And yes, possibly overthinking it, but that’s what we do.)

Among other things, we asked ourselves:

Among other things, we asked ourselves: 

• What are we best at?
• What do our clients actually need?
• What’s getting in their way?

And after numerous iterations, lively conversations, and stress-testing, it all led to one simple line. One that now anchors everything we do:

We make complex products easy to understand, believe in, and buy.

It’s not just 11 words, two commas and a full-stop. It’s a standard. And getting there shaped how we now approach value propositions with clients.

Value before words

Before we ever try to write the line, we focus on the thinking behind it.

That starts with understanding what makes your product valuable, not to you, but to your audience. We use a process that blends product clarity, customer insight, and messaging strategy. It often looks like this:

Clarify what you’re offering
What exactly are you selling? What’s the core benefit? What’s the simplest way to describe it without underselling it?

Get close to your audience
What do they care about? What are they trying to achieve? What gets in their way? This is where insight beats assumption.

Spot the overlap
Where does what you offer meet what they need? That intersection is where your value lives. Your proposition should live there too.

From here, it’s about crafting a statement that’s natural, credible, and persuasive, addressing your audience’s needs and showing how your product makes their life better.

What a good value proposition actually does

The best ones do three things:

Foster understanding
They help people get it straight away. No decoding, no jargon, no extra context needed.

Build belief
They show you understand the problem and can actually solve it. They make people feel smart for getting it.

Enable action
They help your teams tell the same story, across sales, marketing, product and beyond, acting as a reference point. 

It’s easy to underestimate how much of an impact this kind of clarity can have. But it changes things: Deals move faster. Messaging gets sharper. Internal alignment improves. New ideas get assessed against something real.

That’s why we see a clear value proposition as the foundation for product marketing that works.

It won’t answer every messaging question. But it gives you a strong, shared starting point to build from.

One line. A lot of impact.

You don’t need to write the world’s most original sentence. You need one your team can stand behind, honestly and confidently, and your audience can rally around.

The best value props aren’t clever. They’re clear. And once you’ve got one, everything else gets easier.