VARs: Build Your Value Proposition

VAR 103:Build Your Value Proposition

Melissa HenleyDirector of Marketing Communications, Laserfiche

Agenda

‣ What is a value proposition?

‣ Live optimization!‣ Write your own value

proposition

What is a value proposition?

‣ If I am your ideal customer, why should I buy from you rather than your competitors?

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.

A value proposition is not …

‣ A mission statement‣ A business model‣ A slogan ‣ “Agency speak”‣ A key benefit

Derivative value propositions

‣ Primary• “If I am your ideal

prospect, why should I buy from you rather than any of your competitors?”

Derivative value propositions

‣ Prospect • “Why should this

particular prospect buy from you rather than any of your competitors?”

Derivative value propositions

‣ Product• “Why should this

particular prospect buy this product rather than any other product?”

Derivative value propositions

‣ Brand• “Why should this

particular prospect buy this brand of product rather than another brand of this product?”

Derivative value propositions

‣ Process• “Why should this

particular prospect attend this workshop rather than any other workshop?”

Measuring the force of your value prop

‣ Appeal ‣ Exclusivity ‣ Credibility ‣ Clarity 

Here’s a great value prop.

(So great, they used it again.)

(And again!)

The result?

Steve Jobs: value prop ninja

Let’s try it!

•What’s the problem?•How do you solve it?•What’s your differentiator?

•What’s your credibility?

How strong is your value proposition?

‣ Appeal ‣ Exclusivity ‣ Credibility ‣ Clarity 

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?

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

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.

Questions?

Melissa Henleymelissa.henley@laserfiche.com

(562) 988-1688 x230