The value proposition is usually a block of text (a headline, sub-headline and one paragraph of text) with a visual (photo, hero shot, graphics).

There is no one right way to go about it, but I suggest you start with the following formula:

• Headline. What is the end-benefit you're offering, in 1 short sentence. Can mention the product and/or the customer. Attention grabber.
• Sub-headline or a 2-3 sentence paragraph. A specific explanation of what you do/offer, for whom and why is it useful.
• 3 bullet points. List the key benefits or features.
• Visual. Images communicate much faster than words. Show the product, the hero shot or an image reinforcing your main message.

Evaluate your current value proposition by checking whether it answers the questions below:

• What product or service is your company selling?
• What is the end-benefit of using it?
• Who is your target customer for this product or service?
• What makes your offering unique and different?

Use the headline-paragraph-bullets-visual formula to structure the answers.