We’ve worked with over 50 companies in the manufacturing sector. Before starting any outreach campaign, we refine each value proposition (VP) to ensure it offers measurable benefits and social proof for the client’s ICP. This experience allows us to tell which value propositions drive conversions and which could ruin lead generation efforts.
In this article, we’ll share examples of our top-performing manufacturing value propositions that brought high engagement rates in outreach campaigns, break down each example’s context, and explore what makes them noteworthy.
We’ll review VP examples for :
- NIR spectroscopy solutions for feed analysis
- Steel casting manufacturing
- Custom plastic bottle manufacturing
- Customized mini computers manufacturing
Value proposition example for NIR spectroscopy solutions for feed analysis
Context: Company X creates smart scanners to analyze the composition and properties of animal feed. We created this value proposition for cold email outreach to target heads of operations of animal feed plants looking for quick ways to test their feed quality. The use of this value proposition led to a high number of first-email replies.
📌 Quick note: Company examples in this and following examples are chosen based on their similarity to ICP’s company. To ensure the value proposition performs well, consider including examples of companies similar to your prospect’s company.
Are you looking for accurate feed analysis technology to help you check quality on the spot and save the resources spent on lab testing?
Our portable and easy-to-use scanners helped companies like [Company Example 1], [Company Example 2], and [Company Example 3] get the precise nutritional data of the incoming feedstuffs in 35 seconds. A simple button press yields precise nutritional data on moisture, protein, fiber, and fat in seconds. The result — external lab samples slashed by 45%.
We’re excited to surpass these results for [Targeted Company's Name]. And we’re happy to provide your company with 2 FULL years of software at no expense by purchasing our smart scanner.
What makes it strong:
- Focus on key gains rather than product technical description — speed and resources spent on lab testing create an immediate connection with potential prospects.
- A quantifiable benefit from the company’s previous case studies — reducing feed samples sent to labs by 45%.
- The mention of specific feed manufacturers that succeeded with the tool as social proof.
- A list of the explicit nutritional parameters important for feed manufacturers (moisture, protein, fiber, and fat), further personalizing the value to the customer’s needs.
- A special offer for 2 full years of software.
Value proposition example for steel casting manufacturing
Context: Company Y produces high-quality stainless steel castings from 70 to 8,000 lbs. Unlike competitors, it specializes in both low-volume and high-volume orders, with quick response and shorter lead times. The value prop below was used to reach out to purchasing managers or general managers who previously engaged with the company on LinkedIn by visiting a page, liking posts, or leaving comments.
Value proposition:
What makes it strong:
- Immediately addresses the recipient by referencing other similar businesses, which makes the message more relatable.
- Offers clear details about the product and the weight range (70 lbs to 8,000 lbs), which quickly defines the scope of service.
- Customized for an ICP by offering the flexibility of supporting “low- to mid-volume requirements.”
- Mentions personalized pricing and service packages.
Value proposition example for custom plastic bottle manufacturing
Context: Company C manufactures differentiating plastic bottles, offering short-order lead times, high-speed production, and competitive pricing. We used the value proposition below as a part of cold emails to reach supply chain or purchasing managers from healthcare and chemical companies.
Value proposition:
What makes it strong:
- A clear, quantifiable benefit (“50% faster delivery”).
- A real-world example of how a client improved its position with top retailers and saved 15% on bottle-filling costs.
- Flexibility in product offerings, with both in-stock bottles and the option to manufacture custom bottles based on drawings.
- The mention of reliable turnaround time and delivery (a 4–6 week manufacturing time frame, coupled with “100% on-time delivery”).
- This risk-free trial lowers the barrier to entry and builds trust by letting prospects verify the claims.
Value proposition example for customized mini-computers
Context: Company N produces customized compact computers that are more energy efficient compared to traditional PC towers. They guarantee reliable performance and are ideal to fit small spaces. We used this value proposition in cold email outreach to target the decision-makers of medical equipment manufacturers, resulting in a 16% reply rate.
Value proposition:
What makes it strong:
- The claim of “50% more power-efficient and cost-effective” medical equipment immediately addresses the key pain point of the ICP.
- By offering compact and energy-efficient “tailored mini-computers,” the proposition clearly appeals to the medical industry’s specific needs.
- The promise to deliver customized systems within 48 hours shows responsiveness and efficiency.
- Listing companies already using the mini-PCs adds social proof and credibility.
- The 3-year guarantee demonstrates confidence in the product’s quality and durability, reducing operational risks for potential buyers.
What makes up a good value proposition for manufacturing
There are 3 common traits all these examples share that will help you create your unique value proposition:
- They show what you can deliver that other manufacturers can’t. Since products are, in most cases, very similar, you should focus on competitive advantage, including pricing, implementation, customization, support costs, fees, and any discounts available.
- They are customized to a specific ICP industry and ensure that the messaging resonates best with that particular segment. This is achievable by sharing specific product benefits (e.g., telling about full embedded computing capability to small spaces when targeting medical equipment companies).
- They all have very specific social proof, including similar clients and specific metrics to support claims (e.g., cutting costs by 50%).
To create these offerings, we start by asking clients to complete our value proposition questionnaire. Our experts then analyze the competitive landscape, gather key metrics, and collect relevant case studies to inform their approach. Finally, we tailor each value proposition to resonate with a specific ideal customer profile.
That’s the only way to get in front of the right people at the right time.
