design a winning value proposition
Post on 14-Feb-2017
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© Do Everything Differently 2015. Version 1.0 1
Making The Difference Designing a winning Value Proposition
© Business Growth Unlimited. Version 1.0
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So, What is a Value Proposition?
• Your promise of value delivered• How you will solve your customer’s pains• ..or improve their situation (gains)• Explains why they should buy from you.
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Exercise
Make a list of some of the pains your customers are experiencing
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Exercise
What is it that you, uniquely, can do to take the pain away?
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So, What is a Value Proposition?
• Clearly written in layman’s language• Website landing pages• Sales collateral • Business cards• Everything
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What makes a good proposition?• Clarity • Tells the customer the key results they will get
from buying from you• Explains how you are different• Avoids hype• Read and understood in seconds
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Example“Revenue focussed marketing automation and sales effectiveness solutions unleash collaboration throughout the sales cycle”
Key Test:You should be able to explain your VP to a friend and demonstrate the benefits in two minutes
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A good Value Proposition includes• A simple single sentence stating the end-benefit• Two or three sentences explaining what you do
and why it’s useful• Three bullets to link benefits and features• Hero shot or video
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Avoid• A VP is not a slogan or catch phrase
• “Because you’re worth it”• A VP is not a positioning statement
• “The world’s no 1 bandage. Heals the wound fast, heals the hurt faster”
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Try Some Boosters• Free delivery or shipping• Next day delivery• A bonus with every purchase• Free installation• No long-term contract• Money back guarantee• Free 30 day trial
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Exercise
Write your Value Proposition Headline. A single, clear sentence explaining how you will take away
the pain.
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Contact me now
Martin Parry07595 821981
Martin.parry@bgu.uk.comwww.businessgrowthunlimited.com
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