New Course
MECLABS no longer offers this paid online course. We have replaced it with the free digital marketing course – Become a Marketer-Philosopher: Create and optimize high-converting webpages.

Value Proposition Development Online Certification Course

The most efficient way to grow your sales is by converting more of the prospects you already have in your pipeline. In most cases, businesses don't dominate market segments because they have superior products or services, but because they know how to clearly communicate an effective value proposition to the appropriate customer segments at the right times.

During the course you'll learn proven techniques you can immediately implement, including:

  1. 1How to identify and articulate a value proposition as well as its three derivatives
  2. 2How to adjust the four elements of force to maximize the impact and effectiveness of your value proposition on a prospect
  3. 3How to infuse your value proposition into all of your marketing collateral for continuity and congruency

Your Value Proposition affects everything you do in marketing. Check out the video below to get an inside look at what you can expect to see in the Value Proposition Development Course (complete first session):



Not Sure This is the Right Course for You?

We Can Help You Get the Training You Need

(904) 813-7000

Not Sure This is the Right Course for You?

We Can Help You Get the Training You Need (904) 813-7000

Curriculum Developed from Exhaustive Research Around Why People Say "yes"

Our team conducted extensive research on value communication theories, with some articles dating back more than 100 years. In addition to reviewing more than 1,100 academic articles regarding competitive advantage, differentiation, unique selling points, and value proposition, we’ve analyzed claims and theories from some of the best minds ever on the subject, including:

  • Michael Lanning
  • Rosser Reeves
  • David Ogilvy
  • Claude C. Hopkins
  • Walter Scott
  • Daniel Starch
  • Michael Porter
  • Philip Kotler



We also conducted an academic roundtable discussion around the topics of value proposition with the top universities around the world to discuss why and how people make choices.  Together with top researchers and professors, we formulated a number of different hypotheses relating to the individual effects of a value proposition on the likelihood of a prospect to convert. In doing so, we determined the drivers that motivate a person to say "yes".

Universities that were in attendance included:

  • University of Oxford
  • University of Cambridge
  • Villanova University
  • University of Florida




The VP Development Course consists of 4 Sessions total

Session I: What is a Value Proposition?

A definition of value proposition and insight into our research of the concept. We look at the underlying theory and framework you and everyone on your team needs to understand.

Instructor: Flint McGlaughlin
Duration: 60 minutes

You will learn:

  • A brief historical overview of the term value proposition
  • A simplified and clear definition of the term value proposition
  • The essential role that a value proposition plays within an organization
  • How to identify three essential derivative value propositions

Session I


Session II: What Determines the Force of a Value Proposition?

We discuss how to measure and adjust the four factors that determine the actual effectiveness of your value proposition.

Instructor: Flint McGlaughlin
Duration: 53 minutes

You will learn:

  • How prospects/customers relate to a value proposition
  • The four key factors that impact the force of a value proposition
  • How to identify and measure a strong (or weak) value proposition
  • How to increase the force of a value proposition

Session II


Session III: How to Craft Your Value Proposition

We teach you a step-by-step process on how to craft your own value proposition using the same methods we use to help our research partners (Encyclopedia Britannica, Bank of America, etc.).

Instructor: Austin McCraw
Duration: 30 minutes

You will learn:

  • What a strong value proposition statement looks like
  • The 10 steps that MECLABS researchers take when crafting a value proposition
  • How to simplify and organize the value proposition of a complex organization
  • How to identify the most effective wording in a value proposition statement

Session III


Session IV: How to Apply Your Value Proposition

We explain how to take everything you've learned in previous sessions and apply it to your own marketing collateral (webpages, brochures, TV and radio commercials, etc.).

Instructor: Flint McGlaughlin
Duration: 46 minutes

You will learn:

  • 10+ scientifically validated case studies on the expression of value proposition
  • What a value proposition looks like when communicated in marketing collateral
  • How to express the value proposition all the elements (images, copy, headlines, etc.) of a webpage
  • How to ensure the value proposition is expressed in every step of a conversion process

Session IV




The Value Proposition Development Online Certification Course Includes:

  • The process to help you discover and articulate your own unique value proposition
  • An explanation of how to identify, create and use the three value proposition derivatives
  • 4 sessions on value proposition theory, development, optimization and application
  • 4 quizzes (1 per session)
  • 5 full-length case studies
  • Provides 18-month certification in Value Proposition Development, renewable for just $99 

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Scholarship Code

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2 Ways to Save:

  1. 1If you purchase 2 to 4 courses at the same time, you will receive a 15% discount* off your order.
    *Applies to multiples of the same course or different courses.
  2. 2Orders of 5+ courses will receive a 25% discount*.
    *Applies to multiples of the same course or different courses.

Get Certified in Value Proposition Development

Learn how to identify value – and utilize it in an optimized value prop – based on proven research and discoveries from the MECLABS Institute team.




Our courses transform the careers of our students every day. Below are some stories from a handful of our latest students:

“Incredible amount of information. It will make me a much stronger marketer and an expert tester.”

Steve Will

“They did a really good job of giving you enough detail for you to have some actionable take-homes, and then they paired that with a lot of case studies that drove home the points…tangible results to back up everything they suggested we act on.”

Dannie Evans

“Gave me a lot of ideas…The pace was great. It was very engaging and very educational for me. I really enjoyed it, and it was well worth it.”

Lynn Zoiopoulos




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Please provide the information requested below to purchase your Online Certification Course. If you have any questions, just call us or email us at (904) 813-7000 or A student coordinator will assist you with assigning students to your courses after your order.

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Checks should be made out to:

MECLABS Institute
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P.O. Box 50032
Jacksonville Beach, FL 32240

Check payments are due immediately. Please send a check to the above address and reference the order number from your confirmation email. Check orders are considered pending until the check has cleared our bank and payment must be completed prior to starting your courses.


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2 Ways to Save:

  1. 1If you purchase 2 to 4 courses at the same time, you will receive a 15% discount* off your order.
    *Applies to multiples of the same course or different courses.
  2. 2Orders of 5+ courses will receive a 25% discount*.
    *Applies to multiples of the same course or different courses.