One of the most important pieces of content you should write is a value proposition. A value proposition is part of your business strategy. It answers the question of, why should anyone choose you over your competition? Value propositions can apply to your business or organization as a whole, or be specific to a product or product line. How will customers benefit from choosing you or your product over a competitor’s? Is it cheaper? More reliable? What is it that makes it unique? And it always helps to support your claims by providing some kind of proof. An example of proof could be customer testimonials or some other kind of evidence that can support your claims. Your value proposition should be one of the first things, if not the first thing a user sees when they visit your website or landing page. It should answer questions like, what is it, who is it for and how is it useful? You’ll only have a matter of seconds to prove a point, so it should be short and easy to understand. Make sure users can immediately identify what results they can expect and how your offer differs from the competitors’. It’s often the determining factor as to whether a user will continue reading or go straight for the “back” button.