Brand & messaging
Value proposition test template
Compare benefit statements for comprehension, relevance, and believability.
Use this concept testEditable starter · English content
What you want to learn
Identify a message people understand, find relevant, and believe based on the evidence provided.
Target audience
[People who experience the problem your product addresses]
Inside the template
Your starting brief
Compare value propositions for [your product] aimed at [your audience]. Present each as a text card using identical typography and layout. Keep supporting facts constant and change only the main benefit statement. Verify the exact text before testing.
Add your product details and review the concepts before launching the study.
Comparison and follow-up questions
- Which statement gives you a clearer reason to consider this product, and why?
- In your own words, what is this product promising?
- How does this benefit relate to something you need?
- What evidence would you need to believe this statement?
Rating scales
Five points, from “Not at all” to “Extremely”. Review the wording for your study.
- Message clarity
- Personal relevance
- Believability
How to use this starter
- When should I use this concept test?
- Use this when choosing the main benefit statement for a product page, campaign, or launch.
- What should I customize before starting?
- Write competing promises with comparable length and supporting facts. Present them in the same neutral layout and verify the exact text before collecting feedback.
- How should I use the feedback?
- Compare what people repeat in their own words with your intended promise. A clear message can still lack relevance or evidence; use those differences to revise the copy.
- What opens when I use this template?
- An editable concept-test draft with the brief, comparison prompt, follow-up questions, and five-point rating scales shown here. Replace the placeholders and review the settings before generating concepts or collecting responses.
Prepare your next step
Explore a related starter or browse the full collection.