Example of a Clear, Strong Value Proposition (architect)

Architects don't usually differentiate their services from others. But here's an example of a value proposition that makes one business stand out and attract their ideal clients.

Architects don’t usually differentiate their services from others. But here’s an example of a value proposition that makes one business stand out and attract their ideal clients.

I define value proposition as the collection of the best reasons your target customers have for taking the action you’re asking for.

In other words, it describes why they would want to pay attention to you, join your email list, buy your products, or hire you. Or do anything else you hope for.

The normal definitions reduce the concept or value proposition to something that has little practical value. “Promise of value to be delivered” is something investors and executives consider interesting, but it’s far from what it could be.

Some time ago, I worked with Jeffrey Veffer to create a clear, strong value proposition for his business.

Typically, all his competitors offer essentially the same things. Differences exist, but they’re rarely anything more than differences in style.

Architects, like all creative professionals, often struggle to make their products and services clearly “better” or different than competitors.

But they, too, need to have a good value proposition. Otherwise, they can’t give people good reasons for even paying attention to their work.

Interview with architect Jeffrey Veffer about his value proposition

You can learn more about Jeffrey’s work at incited.ca.

What a clear value proposition gives you

Having a clear, strong value proposition gives you a foundation for marketing and building your business.

Without a clear value proposition, you’re essentially guessing what you should focus on with your marketing and business.

The clarity not only helps you say the right things that move people to action, but also helps you improve your products and services. In other words, it makes you a clearer and better choice for your customers.

And when you use your value proposition in marketing, people see clearly what makes you special, it’s difficult for “the wrong clients” to come to you. The clarity attracts just the kind of clients you really want to work with.

In the end, you’ll be able to charge more and get more clients, and they’re more likely to refer new business to you. All because you know why exactly they want to buy from you.

If you want to find the core of your value proposition, download the free, 2-page PDF that shows you a simple 5-step system for finding it.

Find the core of your value proposition – Quickly

Your value proposition is the ONLY reason people read your blog, buy your products, or hire you.

When it's strong, it's an almost unfair advantage for your business.

Find the core of your value proposition
  • What are the things people want to pay for.
  • What people believe to be true.
    And not.
  • You'll find the CORE of your value proposition.
  • It's FAST (only two pages).
Peter Sandeen

Do you want to improve your value proposition or conversion rates?

Or create an effective marketing strategy based on your strengths?

Click here to see how I work with businesses and how I can help you.


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  1. Iain said:

    Great example of how the coaching works. This is something that I was curious about, so this gave me some clarity as to how it works behind the scenes.

    • Peter Sandeen said:

      Hey Iain,

      Glad to hear that 🙂 I hope it also gave a better idea of what a value proposition is supposed to do?


  2. Paul Back said:

    Hey Peter

    I want to say that you give probably the best advice on value propositions that I personally have seen. I was wondering how you go about creating a value proposition in a industry where the direct value may be quite diverse or hard to indentify?

    Paul Back

    • Peter Sandeen said:

      Hey Paul,

      Thanks, glad to hear that 🙂

      Can you give an example?


  3. Thank you so much, Jeffrey and Peter both, for that discussion! Took many notes. I’m in the technical services, too, and a number of things popped out at me. Major moment of “D’oh!” at the idea of talking to my clients to validate my theories about my value proposition. The whole idea of a referral kit was new to me. Just lots of great stuff.

    • Peter Sandeen said:

      Hey Ginger,

      Glad to hear that 🙂

      Let me know if you have any questions.


  4. festus said:

    hi peter
    who’d have thought architects nowadays require a value proposition? illuminating stuff.
    1 request. please share the video on youtube as well because vimeo requires much bandwidth, which means i had to download the interview first so that i could watch it without the ‘buffering’ interruption. thanks.

    • Peter Sandeen said:

      Hi Festus,

      Everybody needs a value proposition 😉

      It’s not actually on Vimeo. It’s hosted on Amazon S3… I’ll upload it to YouTube at some point, too 🙂


  5. The way I look at branding, whatever my brand and product is (or not), I’m disappointing somebody – so might as well disappoint the most possible, so the ones who like will be ideal customers. Or so the theory goes – Am only re-kickstarting my (online) business after a hiatus of 2 years for family reasons. With the benefit of hindsight I can clearly see the many benefits of branding, target markets, niches and the like – so am doing my best to do better, on a shoestring, than last time around when cash flow was less of a challenge. Thanks for bringing us this interview.

    • Peter Sandeen said:

      Hey Beat,

      That’s a good way to look at it 🙂 Too many people try to be the best for everyone. And that, clearly, isn’t possible. Even trying leads to problems…

      Let me know if you have any questions I can help with.


  6. Sid Kemp said:

    This video was very helpful. I particularly three ideas: aligning values and processes, and how a conversation unlocks stuck points in clarifying the value proposition, and helping clients see if I am the provider with the right fit.

    If you do another video like this, I’d love to see some clear examples; things “before and after” marketing copy. It would make the rest of the ideas very clear. For example, the shift of tag line that comes in halfway through the video would have been great to hear at the beginning.

    • Peter Sandeen said:

      Hi Sid,

      Thanks, great to hear that 🙂

      And a good idea to add “before and after” marketing copy examples… I’ll keep that in mind if I do another similar video.


  7. Faith Tilleray said:

    What I got from this goes beyond the content ie the usefulness of working on the core of your value proposition. What came across was the sense of authenticity and integrity that you brought to the process – that you genuinely connected with Jeffrey and engaged with him as he worked through his ideas.

    • Peter Sandeen said:

      Hi Faith,

      Thank you, I’m really glad to hear that came across 🙂


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