A simple framework to help you write more compelling and clear positioning and messaging.
Value. Benefits. Features. Proof.
Value – What are the results and outcomes I can expect to see? Ideally this is quantifiable and even tells me when I can expect to see the value.
Benefits – What do I gain from buying this? The specific things that will help me solve my problems and the direct impact it will have.
Features – What are things I need to use to get value and see tangible benefits? The buttons and nobs.
Proof – Who can vouch and say that you fulfilled your end of the deal? Think customer stories / case studies.
You can use this framework for more than just the product positioning.
It can be used at the solution and brand level too. What value does HubSpot create? It helps businesses grow better. Which is also their tagline.