How To Create A Stand Out Value Proposition For Your Digital Agency

Are you a digital agency owner or marketing consultant? Do you have any idea on how to create a stand out value proposition for your digital agency? 

According to the Freelancers Union, there are 53 million freelancers operating in the world today. In Australia alone, there are 4.1 million freelancers and digital agencies with more popping up every single day. 

With the barrier to entry so low, anyone can slap up a website and start their own agency, regardless of their skills or expertise. This level of competition makes it a real challenge for established agencies and consultants to attract and retain profitable long-term clients. 

• How do you stand out from the millions of freelancers and agencies all competing for the same clients online?
• Do you answer the question every potential client is thinking: ‘Why should I do business with you and not your competition?’
• How do you cut through the noise and get their attention, when attention spans are the shortest they’ve ever been?

The best way to stand out from the overwhelming competition is by creating a powerful value proposition for your agency. And that’s what I’m going to help you create today. 

In this informative article, you’ll learn:

• What is a value proposition?
• 7 value proposition examples from digital agencies
• 7 great ideas of value that you can provide
• How to write and present your value proposition  

If you follow the steps detailed in this article and take action, then you’ll be able to create your own stand-out value proposition within one to two hours.

You’ll be able to use your value proposition on your website, in your email signature, on business cards, in marketing campaigns, and even at networking parties!

It doesn’t matter if you’re a one-person agency or a large 100-person firm, the tips shared in this article will help you regardless of the size of your agency. 

What is a Value Proposition?

Neil Patel, a leading online marketer and entrepreneur, said, ‘A value proposition is a promise of value to be delivered. It’s the main reason a prospect should buy from you (and not your competitors).’

A value proposition is a sentence that tells your visitors why they should buy from you and not your competitors. Typically, a value proposition includes the following important elements:

• How your product or service solves problems
• What specific benefits the client or customer can expect
• Why people should buy from you instead of from the competition

A value proposition shouldn’t be confused with a slogan or tagline, such as Apple’s ‘Think Different’ or Disneyland’s ‘The Happiest Place on Earth’. 

7 Value Proposition Examples From Digital Agencies

Digital Agency: Automation Agency

Value Prop: Unlimited Tasks For A Fixed Monthly Fee

Automation Agency is an online marketing agency founded by my good friend Carl Taylor. After working in the marketing industry for years, Carl noticed that most online agencies were expensive and typically experts in only one of the three areas—marketing technology, web development, or graphic design - but never all three.

Seeing a gap in the marketplace, Carl started his business, Automation Agency, and created this stand-out value proposition:

‘Get Unlimited Technical and Design Tasks Done For You By Experienced Programmers and Designers - From $249/month’

I love this value proposition! And from what I’ve observed, it’s definitely working, as Automation Agency continues to grow year after year.

Copywriting Crew (hey, that’s us! Shameless plug coming) is an Australian agency that provides copywriting and content writing services to digital agencies, coaches, consultants, and small business owners. 

After working with hundreds of clients over the last 15 years, I began to see a pattern of what people are looking for when choosing a copywriting agency.

Typically speaking, our clients want the same things: fast, affordable, and professional copy and content written by Native English writers with industry experience.

That’s a lot to say in one sentence, but we do cover many of those key points in the value proposition in the headline and sub-headline on our homepage.

‘Fast and Affordable Web Copywriting Services’

‘We provide professional, quality and affordable content written by experienced, Native English copywriters’

Lightning Sites is an Australian web design company that builds WordPress websites for small business owners and entrepreneurs. 

If you’ve ever worked with a web developer, you know it can sometimes take forever for the developer to finish your website. Kody Thompson, the founder of Lightning Sites, addresses this common problem with a compelling value proposition his website’s homepage, which reads,

‘Your Website Built In 10 Days Or It’s Free’

‘Mobile friendly, search engine optimised WordPress websites built to deliver you more leads and customers.’ 

The sub-headline (below the headline) goes on to include some of the key benefits of his services.

Digital Agency: Design Pickle

Value Prop: Unlimited Graphic Design

Founded by Russ Perry in 2015, Design Pickle was born from the idea that companies and individuals need access to reliable and professional graphic design on a regular basis. 

With an overwhelming number of designers offering their services online, Design Pickle needed to do something different to stand out and compete in this highly competitive marketplace.

Most people are tired of searching for a designer who is reliable and affordable and who can turn their ideas into the perfect design. Russ Perry and the team came up with a compelling value proposition that has helped them grow into a hugely successful agency.

‘Unlimited Graphic Design 14-Day Risk Free Trial’

Digital Agency: Email Allstars

Value Prop: Email Marketing Machine For E-commerce

Ryan, the co-founder of Email Allstars, started his career as a freelance copywriter back in 2015. After achieving success on his own, Ryan partnered with Karly to create Email Allstars, an agency that specialises in writing and designing email campaigns for e-commerce clients.

By specialising in one type of copywriting (email copy) for one industry (e-commerce), Email Allstars has positioned itself as an authority in its industry, which means it can charge more, earn more, and enjoy predictable revenue with its monthly packages.

‘Get A Money Making Email Marketing Machine
Built For Your eCommerce Store’

Use the coupon code 'COPYWRITINGCREW' upon checkout to get a $50 discount of your first email marketing package.

Digital Agency: Bench.co

Value Prop: Affordable Bookkeeping, First Month Is Free!

No business owner enjoys tax time or bookkeeping, but both are unavoidable tasks that we have to endure year after year. There are thousands of available bookkeepers willing to do the work, but they can be costly, and their skill levels vary. There’s also an endless amount of bookkeeping software that often seems difficult and complicated to use.

That’s where Bench.co comes in. It offers affordable, hassle-free bookkeeping services prepared by real humans and software for a set monthly fee. Its powerful value proposition is presented on its website homepage and reads,

‘You run your business. We’ll do your bookkeeping.’

‘Get a professional bookkeeper at a price you can afford, and powerful financial reporting with zero learning curve.’

Digital Agency: Dollar Shave Club

Value Prop: $1 Razors Delivered To Your Door

OK, I know, I know. Dollar Shave Club is not a digital agency. But the story of how the founders created a viral video that conveyed their value proposition and sold 12,000 orders within 48 hours is simply too good not to share.

Dollar Shave Club was founded by Mark Levine and Michael Dubin. The pair met at a party and spoke of their frustrations with the high cost of razor blades. They offered something their competitors couldn’t. High-quality razors delivered to your door for $3 a month ($1 plus $2 for S&H).

They launched their Dollar Shave Club membership service in 2012, with a YouTube video that went viral. Sold 12,000 orders within the first 48 hours.

In 2016, Dollar Shave Club was acquired by Unilever for a reported $1 billion. The unique value proposition on their website homepage reads,

‘A Great Shave For A Few Bucks A Month’
‘No commitment. No fees. No BS.’

What Value Can You Provide?

​Unsure about what value to include in your value proposition? Here are 7 ideas:

1. Price (e.g., ‘we’re more affordable than the rest’)
2. One-stop-shop (e.g., ‘we can handle all your needs’)
3. Unlimited tasks for a monthly price (e.g., Automation Agency)
4. Specialists (e.g., Email Allstars)
5. Fast turnaround time (e.g., Copywriting Crew)
6. Satisfaction Guarantee
7. Free trial (e.g., Design Pickle)

How To Write And Present Your Value Proposition

Remember, a value proposition is a short sentence or statement (think 5–15 words) that tells your visitors why they should buy from you and not your competitors. If you have room to mention the problems your agency solves and the benefits you provide to clients, then that’s even better.

What you write should be short, specific and provide unique reasons why people should choose your agency over the competition, and your website homepage is a great place to display your value proposition.

1. Start by writing a short, attention-getting headline. 
2. Then write a sub-headline that expands upon your headline and mentions the specific reasons why people should work with your agency. 

If you need inspiration or ideas on how to write your value proposition, simply refer to the examples and ideas provided earlier in this article.