14 th March 2015 Beatrice Dittrich DIY marketing - how to show your worth Practical steps to developing a compelling USP & value proposition Workshop for:

14th March 2015Beatrice Dittrich

DIY marketing - how to show your worth

Practical steps to developing a compelling USP & value

proposition

Workshop for:

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2 DIY marketing - how to show your worth

How can we boost our communication?

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USP vs. Value proposition: What is the difference?

Unique selling point The ONE core value of

your company/business

Differentiates your company from the competition

Branding oriented

Value Proposition ALL core benefits of a

product/service you offer

Differentiates an offer – specific to customers needs

Sales oriented

Unique Selling Proposition (USP)

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What is a USP?

The single most important reason why customers choose you over someone else.

It is what makes you stand out.

The USP helps improve the positioning and marketability of your company/products/yourself

Note: You don’t “find” unique.

You invent it.

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What to consider when defining your USP

1. What is your goal? Where do you want to take your business? How does your market change? Do you have a vision of your business?

2. What are you REALLY good at? What can you do? What experience do you have?

3. What would help your customers? What extra mile can you go? Any creative ideas to offer your clients some

extra value?

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Example USPs

Osmium: local company in Boston selling only locally hand-made clothing (respecting ethical work conditions). Contrasting production of conventional clothing manufacturers

Rapunzel (“Wir machen Bio aus Liebe”): German-based manufacturer of certified organically produced foods. The company oozes social responsibility throughout the entire production and distribution process.

Saddleback Leather: US manufacturer of leather bags. Branded with much personality and a taste for adventure

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Exercise: Creating your USP

1. What could you offer that would really make a difference to your customers?

2. What do I do or want to do in my business that is unique or different from everyone else?

3. Are there any unfulfilled needs or gaps in your industry’s current offer?

Exercise: Take 10 minutes to write down your

thoughts about the above three questions

Make bullet points to each question Condense into ONE USP that resonates

with you (and your target customer!)

Value proposition

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Customer Value Proposition

What is it? A clear statement of the tangible results a

customer gets from using your products or services

The more specific your value proposition is, the better.

What does it do? Supports your sales process through specific

and benefit-driven communication Strong value propositions deliver tangible

results

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Taking your customers perspective

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4 key parts of the Value Proposition

Customer

You

Offering

Difference

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Exercise: You

1. What do you do? what is your profession/ job/ seniority level

etc

Exercise: Take one minute to answer the above

question

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Exercise: The customer

2. Who do you (want to) target? Who is your ideal customer

3. Which needs do you target? How exactly do you help?

4. What is your customer’s business value of you solving that need? What might be the implication of the need not

being solved?Exercise: Take 10 minutes to reflect and write down your

thoughts about the above questions Questions 2 and 3: be specific Question 4: make an estimate.

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Exercise: Your offering

5. What exactly do you offer?

6. What proof do you have that you really can do what you claim

Exercise: Take 10 minutes to reflect and write

down your thoughts about the above questions

Question 5: make short bullet points Question 6: think of past results you

achieved for your customers

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Exercise: The difference

7. What distinguishes you, makes you unique or stand out? Why is it important to your (target)

customers? Why is your offering different & difficult to

substitute?

Exercise: Take 5 minutes to reflect and write down

your thoughts about the above question Be prepared to review and if necessary

adjust your USP

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Putting it all together ….

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What to avoid in the Value proposition

“Marketing speak”

Saying what everyone else says

Saying too much or too little too much blurb…get to the point not saying what is really essential to your

customer

Navel gazing

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What goes in our Value Proposition

1. What do you do 2. Who is the target group3. What is the target need4. What is your offering5. What makes it unique or distinct

(Note: your USP)6. What is the proof 7. What is the business value

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Example Value Proposition Statement

I am self-employed and Founding Partner of Forbesmackenzie. (1)

I work primarily with SMEs (2) supporting their sales pipeline (3) with structured marketing and communication support and providing guidance to develop a differentiated voice and face in the eyes of their customers and prospects (4) throughout different international markets and in different languages (5).

One of my clients with head office in Spain is currently expanding into the UK and Germany where the company successfully won projects with two large new clients (6) increasing their sales revenue by nearly €100,000 (7).

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Exercise: Writing the value proposition

Try to include: 1. What do you do 2. Who is the target group3. What is the target need4. What is your offering5. What makes it unique or distinct (Note: your

USP)6. What is the proof 7. What is the business value

Exercise: Take 10 minutes to reflect and write down your

own value proposition based on the notes from the previous exercises.

The points can be included in order you choose.

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Contact

Beatrice Dittrich

+81 (0)90 8856 4783beatrice@forbesmackenzi

e.comwww.forbesmackenzie.co

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14 th March 2015 Beatrice Dittrich DIY marketing - how to show your worth Practical steps to developing a compelling USP & value proposition Workshop for:

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