How well do you communicate your point of difference?
CUSTOMER STRATEGY | TARGET AUDIENCE | CUSTOMER PERSONAS | VALUE PROPOSITION
Your Value Proposition determines your positioning within the market.
It clearly spells out what value you will add to your customers. It has nothing to do with your specific product, but rather the benefit your business will accumulatively deliver.
If you get your value proposition right, you will have an unfair advantage over your competitors and it will ensure you focus on aspects of your business and initiatives that make the BIGGEST difference.
Note: This is a very powerful tool for internal use as well, ensuring all staff’s focus is on fulfilling the value proposition, and not just delivering a specific product or service!
We’ve narrowed down the formula for business success. It’s all about:
We’ll help plan your journey so you’re on the right track to deliver the right results for your business.
We’ll navigate the path with the right tracking, measurement, analysis and strategy.
With small steps brings big rewards. We’ll optimise and improve results, generate more profit for lower costs, and bring you rapid growth and business success.
Your customer strategy should include a value proposition.
This is basically a statement that clearly communicates a promise of value to be delivered to a customer; who you are, why a prospect should buy from you, and how you are different from your competitors.
It helps communicates specific results the customer will get, explains how the product or service is different and better and most importantly can be instantly understood. Your Value Proposition has to have clarity and communicate:
- Who your customer is
- The primary reason a prospect should buy from you
- Explains how your product solves customers’ problems or improves their situation (relevancy)
- Delivers specific benefits (quantified value)
- Tells the ideal customer why they should buy from you and not from the competition (unique differentiation)
- Motivates your customers into taking action
Focus on the results the customer will get, drive competitive advantage and most importantly it should be instantly understood.
There is no one right way to go about it, but here’s a formula to start with:
- Headline. What is the end-benefit you’re offering, in 1 short sentence… Can mention the product and/or the customer and should be an attention grabber.
- Sub-headline or a 2-3 sentence paragraph. A specific explanation of what you do/offer, for whom and why is it useful.
- 3 bullet points. List the key benefits or features.
- Visual. Images communicate much faster than words. Show the product, the hero shot or an image reinforcing your main message.
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