Design a winning Value Proposition

© Do Everything Differently 2015. Version 1.0 1

Making The Difference Designing a winning Value Proposition

© Business Growth Unlimited. Version 1.0

© Business Growth Unlimited. Version 1.0 2

Introduction


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.




Exercise

Make a list of some of the pains your customers are experiencing


Exercise

What is it that you, uniquely, can do to take the pain away?



• Clearly written in layman’s language• Website landing pages• Sales collateral • Business cards• Everything


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


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


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


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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Exercise

Write your Value Proposition Headline. A single, clear sentence explaining how you will take away

the pain.


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Martin Parry07595 821981

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