Embed Size (px)
DESCRIPTION
Laserfiche Empower 2014 Presentation What makes your ideal customer choose you, rather than a competitor? Your value proposition! Learn how to discover and define your value proposition, and convey your brand promise concisely to current and potential customers. For more on value proposition, I highly recommend Marketing Sherpa's Value Proposition courses: http://www.meclabs.com/training/online-course/value-proposition-development/overview
Citation preview
VAR 103:Build Your Value Proposition
Melissa HenleyDirector of Marketing Communications, Laserfiche
Agenda
‣ What is a value proposition?
‣ Live optimization!‣ Write your own value
proposition
What is a value proposition?
‣ If I am your ideal customer, why should I buy from you rather than your competitors?
Why are value propositions important?
‣Marketing is essentially communicating value to the customer in the most effective way possible so they will want to take an action.
A value proposition is not …
‣ A mission statement‣ A business model‣ A slogan ‣ “Agency speak”‣ A key benefit
Derivative value propositions
‣ Primary• “If I am your ideal
prospect, why should I buy from you rather than any of your competitors?”
Derivative value propositions
‣ Prospect • “Why should this
particular prospect buy from you rather than any of your competitors?”
Derivative value propositions
‣ Product• “Why should this
particular prospect buy this product rather than any other product?”
Derivative value propositions
‣ Brand• “Why should this
particular prospect buy this brand of product rather than another brand of this product?”
Derivative value propositions
‣ Process• “Why should this
particular prospect attend this workshop rather than any other workshop?”
Measuring the force of your value prop
‣ Appeal ‣ Exclusivity ‣ Credibility ‣ Clarity
Here’s a great value prop.
(So great, they used it again.)
(And again!)
The result?
Steve Jobs: value prop ninja
Let’s try it!
•What’s the problem?•How do you solve it?•What’s your differentiator?
•What’s your credibility?
How strong is your value proposition?
‣ Appeal ‣ Exclusivity ‣ Credibility ‣ Clarity
How can I make sure I have true value?
‣ What’s best for the customers?
‣ What influence do I have?‣ Would Mom be proud?‣ Have I stormed the
barricades?
Crafting an effective value prop‣ Identify the question you’re
answering‣ Identify 5-10 potential claims‣ Rate the appeal & exclusivity of
each claim‣ Identify 2-3 evidentials for top
claim(s) of value‣ Integrate top claim(s) with
supporting evidentials
Takeaways‣ If you had just 10 words to tell
people why they should buy from your company instead of another, what would you communicate?
‣ Express that in your marketing.‣ Continually refine your value
proposition.
