A Value Proposition is the full positioning of a brand, or the full mix of benefits upon which it is positioned. These propositions try to set the company apart, and give them a competitive advantage over other firms in the market. Billy Mays is known for is loud annoying infomercials, but if you look past the yelling in this add for Fix-It, you can see that he is offering a "The Same For Less" value proposition. He is offering a product that will achieve the same results as those expensive body shops, but at a fraction of the cost. In the infomercial he is trying to show that is product is a good deal, and that consumers might actually be saving money if they bought Fix-It instead of going to a body shop. This differentiation from the competition should help Billy to sell his product by emphasizing the value of his product over the alternatives.