What’s the real difference between a good offer and a great one?
Great offers don’t just provide features; they solve real problems, deliver emotional wins, and make customers feel like the product was made for them.
If you're building a product, service, a coaching program, a digital product, or a subscription business, the Strategyzer Value Map is one of the most powerful tools you can use to make your offer resonate.
This guide breaks it down step-by-step with practical examples and no fluff.
If you're still unsure about how to define your audience, start with How Do You Identify Your Customer Profile?
What Is a “Value Map” and Why Does It Matter for Your Business?
The Value Map is a strategic tool that helps you align what you’re offering with what your customers actually want and need.
It’s built around three core questions:
What are you giving them? (Products & Services)
What are you helping them avoid? (Pain Relievers)
What are you helping them achieve or feel? (Gain Creators)
When you map this out clearly, you stop guessing what your clients want and start building with purpose.
If you’re still testing whether there’s even demand for your idea, read Is There Demand for Your Business?
Products & Services: What Are You Really Offering Your Customers?
You might think you’re selling “a package” or “a coaching session” — but from the customer’s point of view, your offer includes everything they interact with: tools, people, touchpoints, extras, and even emotions.
How to Identify and Categorize Your Products & Services
Category | Description | Examples |
|---|---|---|
🧱 Core Product | The main thing they buy | Monthly consulting, 6-week course, app subscription |
📲 Digital Tools | Systems that make it easier | Dashboards, email flows, access portals |
🧑💼 Human Support | Personalized or live help | Kickoff calls, live support, dedicated manager |
📦 Add-ons | Optional upsells or extras | Templates, resource packs, strategy sessions |
🧘♀️ Emotional Enhancers | Details that create memorable moments | Surprise gifts, personalized touches |
🔐 Safety & Trust | Risk reducers | Money-back guarantees, contracts, verified credentials |
🧾 Clarity Tools | Clear documentation | Onboarding guide, refund policy, Q&A page |
Pro Tip: Don’t just list what you think is valuable. Use customer language.
For example: say “Launch checklist that removes guesswork”, not “PDF document.”
Pain Relievers: What Problems Are You Solving for Your Clients?
Pain relievers describe how your product or service removes or reduces specific obstacles that your clients face before, during, or after working with you.
These can include emotional blocks (e.g., fear of making the wrong decision), functional problems (e.g., not knowing where to start), or practical concerns (e.g., unclear pricing or lack of time).
See a real breakdown of this thinking in action in this case study for a supplements business
Why You Should Focus on the Top 3–5 Pains That Actually Stop People From Buying
Most customers don’t say “yes” because your offer looks cool.
They say yes because it removes friction; stress, doubt, confusion, overwhelm.
Your job? Name that friction. And show how you remove it.
Common Customer Pains and How to Solve Them
Pain Type | Problem | Solution Example |
|---|---|---|
🛑 Trust | Fear of getting scammed or wasting money | Risk-free trial, verified reviews, transparent pricing |
🧭 Confusion | Don’t know where to start | Roadmaps, onboarding walkthroughs, “next step” buttons |
🕰 Time | No time to research or build it themselves | Pre-built templates, done-for-you services |
💰 Financial | Unclear costs or hidden fees | All-in pricing, no surprises |
🧘 Emotional | Fear of failing, getting stuck | Progress tracking, coaching, community |
🤝 Social | Fear of looking foolish or alone | Peer groups, inclusive messaging, 1:1 onboarding |
Rule of Thumb: If the pain is intense, frequent, or stopping action, it belongs on your Value Map.
Gain Creators: What Real Benefits and Outcomes Do You Offer?
While pain relievers reduce friction, gain creators give people a reason to say yes. These are the results, emotions, insights, and wins they walk away with.
Think beyond features:
Do they feel more confident?
Did they save time?
Do they walk away with something post-worthy?
Did they learn something new?
Do they feel proud of what they built?
Example gains you can create:
Clarity from an action plan
“Wow” moments through personalization
Time saved by not over-researching
Emotional pride in launching or completing something
Cost savings through bundled value
For more on packaging results clearly, read Why Your Website Is Never Done
How to Go Beyond Features and Articulate Real Value (That People Will Pay For)
Your offer isn’t just about what it is — it’s about what it creates.
Use this part of the Value Map to highlight transformation, wins, and outcomes.
Types of Customer Gains You Should Highlight
Gain Type | Customer Outcome | Example |
|---|---|---|
🎯 Functional | Gets results faster or easier | “Launch your first product in 7 days” |
🌈 Emotional | Feels better, calmer, more confident | “No more second-guessing every decision” |
💡 Learning | Grows skills or understanding | “Learn how to market yourself with confidence” |
📸 Social | Gains something worth sharing | “Walk away with a portfolio you’re proud of” |
⏱ Time | Saves energy or hours | “Cut your prep time in half with this tool” |
🎁 Surprise | Exceeds expectations | “Surprise bonus content unlocked after completion” |
✨ “Feel proud of what you built” has more impact than “Includes 6 Zoom calls.”
How to Build a Value Map for Your Business (Step-by-Step)
Step 1: List Your Products & Services
Start with the core deliverables, then add touchpoints, tools, and extras.
Step 2: Map Each One to a Pain or Gain
Ask: “What pain does this solve?” and “What gain does this create?”
Step 3: Prioritize
Focus on what matters most to the customer — not what’s most complex or expensive for you to build.
Step 4: Test It
Use customer interviews, testimonials, or objections to validate what people actually care about.
Want to see how I build and manage real client projects with this thinking? Visit the Projects page
Final Thought: What Makes an Offer Truly Irresistible?
It’s not more features.
It’s not lower prices.
It’s clarity, alignment, and transformation.
Use the Value Map framework to design offers that:
Speak your customer’s language
Remove their biggest fears
Help them get where they want to go — faster, safer, and with more joy
If you want help building your value map or productized service, head to the Rates & Services page or contact me directly to start a project.
