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The 10-Word Value Proposition Formula: How to Stand Out and Win More Deals

  • Writer: Beth Torres
    Beth Torres
  • Jun 26
  • 3 min read

TL;DR

If you can clearly explain why you’re better, in 10 words or less, you’re already ahead. A strong go-to-market (GTM) strategy starts with a sharp, differentiated value proposition that grabs attention and drives growth. This post shows you how to craft it, test it, and put it to work.

Red and black "BETTER" sign with a green outline displayed on a white background, mounted on a brown tiled wall.
Photo by Shuken Nakamura from Unsplash

Clarity Wins. Period.

Imagine this: you’re on a call with a prospective investor, customer, or partner. You’ve got 30 seconds before their attention drifts to email, Slack, or whatever crisis-of-the-day is knocking on their door.


You open your mouth, and what comes out?


If you can’t explain what makes you better in 10 words or less, don’t be surprised if they tune out. Because in today’s competitive environment, clarity is not a luxury; it’s a GTM strategy.


Confused Buyers Don’t Buy

Harvard Business Review notes that customers who are overwhelmed by information are 150% more likely to choose a lower-cost option or walk away entirely. Complexity kills conversions, and the longer it takes to explain your edge, the more you sound like everyone else.

 

Why Most Value Propositions Fail

Let’s be honest, most value propositions are vague, buzzword-heavy, and interchangeable:

  • “We offer innovative, scalable, customer-first solutions to today’s challenges.”

  • “Our platform drives efficiency and delivers next-gen results.”

…what does that even mean?


If three of your competitors could use your value proposition, it's not a differentiator.

 

The 10-Word Rule: A GTM Strategy Secret Weapon

Ten words isn’t random. It’s about attention span, pattern disruption, and mental stickiness. When you force yourself to distill your value proposition down to one powerful line, you unlock three critical GTM strategy advantages:


  1. Clarity for Customers – They instantly know what you do and why you’re better.

  2. Confidence for Sales – Reps stop stumbling and start converting.

  3. Alignment for Teams – Everyone rows in the same direction.

 

How to Build Your 10-Word Differentiator

Here’s a simple 3-step process for building your high-impact messaging hook:


1. Start with the Customer Pain

Ask: What are they trying to solve, avoid, or achieve?

Example: “Tired of long sales cycles and mediocre reps?”

 

2. Insert the Superpower

What do you uniquely do better than anyone else?

Example: “We train high-performing consultative sales teams in 90 days.”

 

3. Combine with Clarity (and for Impact)

Put it together like this: “Accelerated sales enablement for teams who hate outdated playbooks.” Or: “We build trust-based teams that deliver. On time. Every time.”

 

GTM Infographic
GTM Infographic

Need Inspiration?

Some brilliant 10-word-or-less value props that work:

  • Slack: "Be less busy."

  • Zapier: "Automate your work in minutes."

  • Salesforce: "Sell smarter. Close faster. Win more deals."


Each one hits a nerve, none are longer than a tweet, and all are embedded into a successful GTM strategy.


 

Test It (and Kill the Darlings)

Once you’ve got a few contenders:

  • Ask 5 people outside your industry if they understand it

  • Test it in cold outreach subject lines

  • Put it on a landing page and measure the bounce rate


If people don’t get it immediately, it’s not clear enough.

 

What You’ll Gain

  • Sharper GTM Strategy execution through simplified messaging

  • A value proposition that your team and buyers can rally around

  • Improved conversion rates from better message-market fit

  • More brand recall in crowded categories

 


Final Thought: Say it Simply, Sell it Simply

Your GTM strategy is only as strong as the story you tell, and your value proposition is the sharpest tool you’ve got. Don’t waste it on empty words.


So, what’s your 10-word hook?


Better yet: does everyone on your team know it, say it, and live it?

 

Want help refining your value proposition?

Let’s build it together. Schedule a strategy session with Apexium Growth and start standing out for real.


Want more real talk on building high-performing teams, consultative selling, or scaling smart? Subscribe to The Growth Edge email newsletter.

 
 
 

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