Write 3 versions of a 1-sentence value prop for {{product / feature}}.
Inputs:
- What the product does (mechanism): {{paste}}
- Who it's for (primary, secondary, edge audiences): {{paste}}
- What's distinctive about it (the wedge): {{paste — or "I don't know, infer"}}
- Things competing pitches don't say (gaps): {{paste}}
Output:
## Version 1 — outcome-led
Lead with the outcome the user gets. Skip the mechanism. Best for landing pages and ads where attention is scarce.
## Version 2 — wedge-led
Lead with what makes you different from the obvious alternative. Best for slides and pitches where the audience already knows the category.
## Version 3 — anti-pattern-led
Lead with what you DON'T do. ("Project management for teams that don't want to be reminded.") Best when the category is over-served and "what you escape" matters more than "what you get."
## For each version
- The audience it fits best (specific, not "everyone")
- The headline it powers (h1 on landing page)
- The objection it raises (every value prop raises one — name it)
- A version with a comparison ("X for Y") and one without
- The version I should A/B test against existing copy
## Test
- Read each out loud
- Could a competitor's CEO honestly say this exact sentence? If yes, sharpen
- Does it describe what the user does, what they get, or how they feel? Lead with what they DO (most concrete)
Hard rule: if all 3 versions sound similar, the answer is "we don't actually know what makes us different." Stop and figure that out first.positioningcopywritingvalue-prop