Before we go further, let’s make sure we’re on the same page about what a value proposition is. It’s a well-defined statement designed to convince a target audience of your company’s ability to provide more value or solve problems better than the solutions offered by your competition. But how do you create a pitch that will be well-received?
Here are three examples of different structures for creating your own value proposition that produce results.
1. Crossing the Chasm
This format was introduced by Geoffrey Moore in his book, “Crossing the Chasm”. It focuses on identifying who your target audience is, the problems they currently need solved, the solution you provide to the problem, and the benefits your audience will experience should they use your products and services.
For ____________ (target customer)
who ____________ (statement of the need or opportunity)
our (product/service name) is ____________ (product category)
that (statement of benefit) ____________ .
This term was borrowed from the movie business for leveraging a target audience’s frame of reference to introduce new concepts in simple, concise statements. For example, when the producers for Alien were pitching their movie to the studio heads, they referenced their movie as “Jaws in space.” Packed into this three word statement was the imagery of “unknown danger”, “isolation”, “unlikely heroism”, and “blockbuster”. For you to succeed using this method, you need to use names and terms that your target audience can quickly identify with to help explain the value your business brings by association.
[Proven industry example] for/of [your target market].
3. The 3-Step Checklist
There are a wide variety of structures for crafting an effective value proposition. If you choose to develop your statement and it doesn’t follow the first two examples, you should make sure that it meets the following three criteria:
A quick word of warning … writing an effective value proposition requires more than mere buzz words. It takes knowledge about what makes your company and the products and services you offer unique. You need to have a clear understanding of how your team and your customers perceive the value you offer as compared to the competition. This requires answering the following key questions, and more:
While you may come up with some quick answers to each of these questions as you read them, they are intended to be part of an in-depth brand audit, giving you a thorough analysis of your business, your team’s perceptions, and your marketing materials and communications. Without the insight that these audits provide, you’re left creating statements based upon your own personal assumptions and perception about your business. If these don’t match up with how your salespeople and customers view your value, your value proposition will fail to convert.
For more information about how we can perform a brand audit to help you create a value proposition that succinctly conveys your business’s benefits to get your target audiences to take action, go to our Contact Us page, or call us at (410)-366-9479 ext. 2#.
Dina Wasmer is President of Incite Creative, a marketing and graphic design firm that provides brand-building services and strategies for small-to-middle-market businesses and non-profit organizations in the Mid-Atlantic region. Additionally, Dina is an adjunct professor at the University of Baltimore teaching typography and graphic design principles. For more information, log onto www.incitecreativeinc.com or contact email@example.com