VARs: Build Your Value Proposition
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17-Oct-2014 -
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Transcript of VARs: Build Your Value Proposition
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VAR 103:Build Your Value Proposition
Melissa HenleyDirector of Marketing Communications, Laserfiche
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Agenda
‣ What is a value proposition?
‣ Live optimization!‣ Write your own value
proposition
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What is a value proposition?
‣ If I am your ideal customer, why should I buy from you rather than your competitors?
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Why are value propositions important?
‣Marketing is essentially communicating value to the customer in the most effective way possible so they will want to take an action.
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A value proposition is not …
‣ A mission statement‣ A business model‣ A slogan ‣ “Agency speak”‣ A key benefit
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Derivative value propositions
‣ Primary• “If I am your ideal
prospect, why should I buy from you rather than any of your competitors?”
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Derivative value propositions
‣ Prospect • “Why should this
particular prospect buy from you rather than any of your competitors?”
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Derivative value propositions
‣ Product• “Why should this
particular prospect buy this product rather than any other product?”
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Derivative value propositions
‣ Brand• “Why should this
particular prospect buy this brand of product rather than another brand of this product?”
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Derivative value propositions
‣ Process• “Why should this
particular prospect attend this workshop rather than any other workshop?”
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Measuring the force of your value prop
‣ Appeal ‣ Exclusivity ‣ Credibility ‣ Clarity
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Here’s a great value prop.
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(So great, they used it again.)
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(And again!)
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The result?
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Steve Jobs: value prop ninja
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Let’s try it!
•What’s the problem?•How do you solve it?•What’s your differentiator?
•What’s your credibility?
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How strong is your value proposition?
‣ Appeal ‣ Exclusivity ‣ Credibility ‣ Clarity
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How can I make sure I have true value?
‣ What’s best for the customers?
‣ What influence do I have?‣ Would Mom be proud?‣ Have I stormed the
barricades?
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Crafting an effective value prop‣ Identify the question you’re
answering‣ Identify 5-10 potential claims‣ Rate the appeal & exclusivity of
each claim‣ Identify 2-3 evidentials for top
claim(s) of value‣ Integrate top claim(s) with
supporting evidentials
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Takeaways‣ If you had just 10 words to tell
people why they should buy from your company instead of another, what would you communicate?
‣ Express that in your marketing.‣ Continually refine your value
proposition.