0
Value Proposition:
How to leverage your company’s most valuable asset in your marketing

#SherpaWebinar
Speakers

Tony Doty

Daniel Burstein

Associate Director of Optimization
MECLABS
@TheRealTonyDoty

Director of Editorial C...
We’re sharing on Twitter!
#SherpaWebinar

#SherpaWebinar
Daniel Burstein, Director of Editorial
Content, and Tony Doty, Associate
Director of Optimization, MECLABS,
discuss how yo...
Speaker
Tony leads the Optimization Team at MECLABS and is responsible
for guiding test strategy and design for many of ME...
Related Resources
• Value Proposition: 4 questions every marketer should ask about value prop
• Marketing Strategy: How yo...
Value Proposition

How to turn that shiny new value
prop into a high-performing page

#SherpaWebinar
What have we heard?
“The logical step that is missing is to
show how this value proposition is
used to craft marketing col...
Now that I have a value proposition statement …

What do I do next?

#SherpaWebinar
Why should I buy from you rather
than your competitors?

PRIMARY

PROSPECT
BUTTON

PRODUCT

10
#SherpaWebinar

PROCESS
Primary – Why should I buy from you
rather than your competitors?

PRIMARY

Prospect – Why should a specific
prospect grou...
Why should this prospect
group buy from I buy from you
Primary – Why should you rather than
your competitors?
rather than ...
PRIMARY

PROSPECT
BUTTON

PRODUCT

13
#SherpaWebinar

PROCESS
PRIMARY

PROSPECT

Why should I buy this product
from you rather than your
competitors’ products?

BUTTON

PRODUCT

PROCES...
PRIMARY

PROSPECT
BUTTON

PRODUCT

15
#SherpaWebinar

PROCESS
PRIMARY

PROSPECT
BUTTON
Why should I take this action
on your site?

PRODUCT

16
#SherpaWebinar

PROCESS
PRIMARY

PROSPECT
BUTTON

PRODUCT

17
#SherpaWebinar

PROCESS
We are answering …

Why should [Prospect A] buy from you
rather than any of your competitors?

#SherpaWebinar
How to Express Your Value Proposition
Who is the target audience?
Where are they?

What do you express?
How do you express...
Who is the target audience?
Before you think about where you will express your statement
and what you’re going to say, you...
Who is the target audience?
Identify the high-level prospect group for your statement.
For example, does it target:
• IT p...
Where is your target audience?
Now that you have identified your target audience …

Go find
them!
(Hint: They’re not alway...
Where is your target audience?
Identify the channels the prospect group is coming from:
• A targeted email campaign?
• A P...
Where is your target audience?
Identify the pages they visit:
• Landing pages?
• Product pages?
• Informational pages?
• C...
What do we express?
Infuse continuity
• Communicate value through every step of your funnel
But don’t be repetitive

• Dif...
What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.

Increasing Granularity

PPC A...
What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
Examples
• Location: Homepage
...
What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
Examples
• Location: Product p...
What do we express?
Choose one page at a time to focus on.
• Don’t overwhelm yourself by trying to optimize your entire fu...
What do we express?
Choose one page at a time to focus on
• Don’t overwhelm yourself by trying to optimize your entire fun...
What do we express?
Back up your claims with evidentials.
• Evidentials are “proof points” that add credibility
Evidential...
How do we express it?
The value proposition statement is a guide, not a template.

A single
statement by itself
is unlikel...
How do we express it?
The value proposition statement is a guide not a template
• The expression is an interpretation of t...
How do we express it?
Turn your company-focused statement into customer-focused
communication.
• Your features do not matt...
How do we express it?
Express your value proposition with more than just copy.
• Congruence: Every element on the page sup...
#SherpaWebinar
Next Steps
Interested in a demo?
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
•
•
•
•
•
•
•
•

Ask abo...
How do we express it?
Express your value proposition with more than just copy
• Congruence: every element on the page supp...
How do we express it?
Express your value proposition with more than just copy.
• Congruence: Every element on the page sup...
How do we express it?
But this …

Not this …

“Our new modular and
manufactured homes
are the cutting edge in
housing; the...
How do we express it?
But this …

Not this …

“Browse our huge
electronics inventory
and select from
thousands of
products...
How do we express it?
But this …

Not this …

#SherpaWebinar
How do we express it?
But this …

Not this …

#SherpaWebinar
How do we express it?
Not this …

But this …

#SherpaWebinar
How do we express it?
Not this …

But this …

#SherpaWebinar
How do we express it?
But this …

Not this …

#SherpaWebinar
How do we express it?
But this …

Not this …

#SherpaWebinar
How do we express it?
But this …

Not this …

#SherpaWebinar
Now that we know what we’re supposed to do …

What does it look like?

#SherpaWebinar
#SherpaWebinar
#SherpaWebinar
Expression Process Recap
1

Who is the target audience?

2

Where are they?

3

What do you express?

4

How do you expres...
The Rest of the Process
5

TEST IT!

6

Test it.

7

Keep testing it.

8

And again …

#SherpaWebinar
Testing Value Proposition
Why do we test value propositions?
• We are not the average consumer
• You cannot assume what po...
Testing Value Proposition
Why do we test value propositions?
• We are not the average consumer
You do not create your valu...
Thank you!
Tony Doty
Associate Director of Optimization
MECLABS
@TheRealTonyDoty

Daniel Burstein
Director of Editorial Co...
Daniel Burstein, Director of Editorial
Content, and Tony Doty, Associate
Director of Optimization, MECLABS,
discuss how yo...
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Value Proposition: How to leverage your company's most valuable asset in your marketing

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The recording of this webinar will be available Thursday, November 19th at:

http://bit.ly/17JesOC

Commoditization is the enemy of every marketing manager. The only thing that stands between you and the razor-thin margins of price-first shoppers is your company’s value proposition. How can you communicate a credible, true promise of value that will resonate with your customers?

Putting a company-level value proposition into action is no easy task. Perhaps that’s why 48% of CMOs do not have confidence in their marketing team’s ability to communicate company or product value propositions, according to MarketingSherpa research.

To help you turn your company’s value proposition into compelling landing pages, emails, and pay-per-click ads, Tony Doty, associate director of optimization, MECLABS, and Daniel Burstein, director of editorial content, MECLABS, will be answering your questions about identifying and adapting your company’s value proposition to multiple channels

Use the short form below to tell us a little about yourself and send in your questions. We will send you reminders and invitations to this webinar and upcoming events.

This event is sponsored by Act-On.

Published in: Business, News & Politics
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Transcript of "Value Proposition: How to leverage your company's most valuable asset in your marketing"

  1. 1. Value Proposition: How to leverage your company’s most valuable asset in your marketing #SherpaWebinar
  2. 2. Speakers Tony Doty Daniel Burstein Associate Director of Optimization MECLABS @TheRealTonyDoty Director of Editorial Content MECLABS @DanielBurstein #SherpaWebinar
  3. 3. We’re sharing on Twitter! #SherpaWebinar #SherpaWebinar
  4. 4. Daniel Burstein, Director of Editorial Content, and Tony Doty, Associate Director of Optimization, MECLABS, discuss how you can discover your company’s value proposition. Watch it now Access our other webinars #SherpaWebinar
  5. 5. Speaker Tony leads the Optimization Team at MECLABS and is responsible for guiding test strategy and design for many of MECLABS’ Research Partners. Tony Doty He has extensive experience managing and supporting optimization projects from experimental design through results interpretation for Partners with varying levels of testing experience. Associate Director of Optimization MECLABS @TheRealTonyDoty #SherpaWebinar
  6. 6. Related Resources • Value Proposition: 4 questions every marketer should ask about value prop • Marketing Strategy: How you can use emails to test your value proposition • Discovering Your Value Proposition • Marketing Research Chart: Top platforms for testing value proposition #SherpaWebinar
  7. 7. Value Proposition How to turn that shiny new value prop into a high-performing page #SherpaWebinar
  8. 8. What have we heard? “The logical step that is missing is to show how this value proposition is used to craft marketing collateral.” “A single statement by itself is unlikely to provide sufficient detail for someone to buy or take the first step in a sales process.” “I know this page is not properly communicating our value proposition, but I need some help getting the message out!” “I need help implementing the value proposition strategies.” #SherpaWebinar
  9. 9. Now that I have a value proposition statement … What do I do next? #SherpaWebinar
  10. 10. Why should I buy from you rather than your competitors? PRIMARY PROSPECT BUTTON PRODUCT 10 #SherpaWebinar PROCESS
  11. 11. Primary – Why should I buy from you rather than your competitors? PRIMARY Prospect – Why should a specific prospect group buy from you rather than your competitors? PROSPECT Product – Why should I buy a specific product from you rather than your competitors’ products? BUTTON Process – Why should I take a specific action on your site? PRODUCT 11 #SherpaWebinar PROCESS
  12. 12. Why should this prospect group buy from I buy from you Primary – Why should you rather than your competitors? rather than your competitors? PRIMARY Prospect – Why should a specific prospect group buy from you rather than your competitors? PROSPECT Product – Why should I buy a specific product from you rather than your competitors’ products? BUTTON Process – Why should I take a specific action on your site? PRODUCT 12 #SherpaWebinar PROCESS
  13. 13. PRIMARY PROSPECT BUTTON PRODUCT 13 #SherpaWebinar PROCESS
  14. 14. PRIMARY PROSPECT Why should I buy this product from you rather than your competitors’ products? BUTTON PRODUCT PROCESS 14 #SherpaWebinar
  15. 15. PRIMARY PROSPECT BUTTON PRODUCT 15 #SherpaWebinar PROCESS
  16. 16. PRIMARY PROSPECT BUTTON Why should I take this action on your site? PRODUCT 16 #SherpaWebinar PROCESS
  17. 17. PRIMARY PROSPECT BUTTON PRODUCT 17 #SherpaWebinar PROCESS
  18. 18. We are answering … Why should [Prospect A] buy from you rather than any of your competitors? #SherpaWebinar
  19. 19. How to Express Your Value Proposition Who is the target audience? Where are they? What do you express? How do you express it? #SherpaWebinar
  20. 20. Who is the target audience? Before you think about where you will express your statement and what you’re going to say, you need to answer … Who am I talking to? #SherpaWebinar
  21. 21. Who is the target audience? Identify the high-level prospect group for your statement. For example, does it target: • IT professionals? • College students? • B2B marketing managers? #SherpaWebinar
  22. 22. Where is your target audience? Now that you have identified your target audience … Go find them! (Hint: They’re not always on your homepage or landing page) #SherpaWebinar
  23. 23. Where is your target audience? Identify the channels the prospect group is coming from: • A targeted email campaign? • A PPC campaign? • Branded or non-branded? • Display ads? • Referral sites? • Social media? Visitors coming from different channels will have different motivations. #SherpaWebinar
  24. 24. Where is your target audience? Identify the pages they visit: • Landing pages? • Product pages? • Informational pages? • Checkout pages? #SherpaWebinar
  25. 25. What do we express? Infuse continuity • Communicate value through every step of your funnel But don’t be repetitive • Different value points will be more relevant at different stages in the funnel #SherpaWebinar
  26. 26. What do we express? Each step of your funnel serves a specific purpose in the buying cycle. Increasing Granularity PPC Ad Product Page Features Page #SherpaWebinar Shopping Cart Checkout
  27. 27. What do we express? Each step of your funnel serves a specific purpose in the buying cycle. Examples • Location: Homepage • Messaging: Briefly introduce your company and direct visitors to the page they need • Location: PPC ad/Display ad • Messaging: Capture attention and elicit a click to get them on a landing page #SherpaWebinar
  28. 28. What do we express? Each step of your funnel serves a specific purpose in the buying cycle. Examples • Location: Product page • Messaging: Give visitors enough product information to complete the callto-action • Location: Checkout • Messaging: Reduce friction and counteract anxiety while providing process-level value to get users through the process #SherpaWebinar
  29. 29. What do we express? Choose one page at a time to focus on. • Don’t overwhelm yourself by trying to optimize your entire funnel at once Concentrate your messaging on your value proposition statement. When [Prospect A] leaves this page, I want them to know X, Y and Z #SherpaWebinar TEST IT!
  30. 30. What do we express? Choose one page at a time to focus on • Don’t overwhelm yourself by trying to optimize your entire funnel at once If everything is a priority, Concentrate your messaging on your value proposition statement. then nothing is a priority. When [Prospect A] leaves this page, I want them to know X, Y, and Z #SherpaWebinar TEST IT!
  31. 31. What do we express? Back up your claims with evidentials. • Evidentials are “proof points” that add credibility Evidentials incorporate: • Specification Ex. Holds certifications in Cisco CCDE & CCIE • Quantification Ex. We have analyzed over 5 million calls • Verification Ex. 2013 JD Power Award for Best Customer Service #SherpaWebinar
  32. 32. How do we express it? The value proposition statement is a guide, not a template. A single statement by itself is unlikely to provide sufficient detail for someone to buy or take the first step in a sales process. • The expression is an interpretation of the statement • Expression will change based on where you are communicating it • The claims you emphasize • The tone you use • The amount of detail #SherpaWebinar
  33. 33. How do we express it? The value proposition statement is a guide not a template • The expression is an interpretation of the statement • Expression will change based on where you are communicating it • The claims you emphasize • The tone you use • The amount of detail you go in to Do not copy and paste your statement onto a page. A single statement by itself is unlikely to provide sufficient detail for someone to buy or take the first step in a sales process. #SherpaWebinar
  34. 34. How do we express it? Turn your company-focused statement into customer-focused communication. • Your features do not matter if the customer does not understand how it benefits them. Example: Company-focused: Babies R Us has over 872 store locations and an online store. Customer-focused: Babies R Us offers convenient online and in-store shopping so friends and relatives can easily buy and send the right gift directly to the expectant parents. #SherpaWebinar
  35. 35. How do we express it? Express your value proposition with more than just copy. • Congruence: Every element on the page supports your value proposition. #SherpaWebinar
  36. 36. #SherpaWebinar
  37. 37. Next Steps Interested in a demo? Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com • • • • • • • • Ask about us on Quora Collect tips from us on the Marketing Action Blog Converse with us on Twitter Circle us on Google+ Follow us on Pinterest Learn about us on LinkedIn Meet us on Facebook Watch us on YouTube Need it today www.act-on.com | @ActOnSoftware | #ActOnSW
  38. 38. How do we express it? Express your value proposition with more than just copy • Congruence: every element on the page supports your value proposition But your value proposition is not just copy! #SherpaWebinar
  39. 39. How do we express it? Express your value proposition with more than just copy. • Congruence: Every element on the page supports your value proposition. • Other elements include: • • • • • Imagery Videos Navigation Slideshows or product tours Lead gen form intro copy #SherpaWebinar
  40. 40. How do we express it? But this … Not this … “Our new modular and manufactured homes are the cutting edge in housing; they're spacious, modern and contemporary.” #SherpaWebinar
  41. 41. How do we express it? But this … Not this … “Browse our huge electronics inventory and select from thousands of products.” #SherpaWebinar
  42. 42. How do we express it? But this … Not this … #SherpaWebinar
  43. 43. How do we express it? But this … Not this … #SherpaWebinar
  44. 44. How do we express it? Not this … But this … #SherpaWebinar
  45. 45. How do we express it? Not this … But this … #SherpaWebinar
  46. 46. How do we express it? But this … Not this … #SherpaWebinar
  47. 47. How do we express it? But this … Not this … #SherpaWebinar
  48. 48. How do we express it? But this … Not this … #SherpaWebinar
  49. 49. Now that we know what we’re supposed to do … What does it look like? #SherpaWebinar
  50. 50. #SherpaWebinar
  51. 51. #SherpaWebinar
  52. 52. Expression Process Recap 1 Who is the target audience? 2 Where are they? 3 What do you express? 4 How do you express it? #SherpaWebinar
  53. 53. The Rest of the Process 5 TEST IT! 6 Test it. 7 Keep testing it. 8 And again … #SherpaWebinar
  54. 54. Testing Value Proposition Why do we test value propositions? • We are not the average consumer • You cannot assume what points of value will resonate most with your customers You will need more than one test! #SherpaWebinar
  55. 55. Testing Value Proposition Why do we test value propositions? • We are not the average consumer You do not create your value proposition … • You cannot assume what points of value will resonate most with your customer You discover it. You will need more than one test! #SherpaWebinar
  56. 56. Thank you! Tony Doty Associate Director of Optimization MECLABS @TheRealTonyDoty Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein #SherpaWebinar
  57. 57. Daniel Burstein, Director of Editorial Content, and Tony Doty, Associate Director of Optimization, MECLABS, discuss how you can discover your company’s value proposition. Watch it now Access our other webinars #SherpaWebinar
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