7 Proven Templates for Writing Value Propositions That Work


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7 proven templates that are designed to help you to create a clear, compelling value proposition in minutes. Including Geoff Moore (Crossing the Chasm), Venture Hacks, Steve Blank (Customer Development), Cooper and Vlaskovits (Custdev.com), Dave McClure, David Cowan, Eric Sink, and Guy Kawasaki.

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7 Proven Templates for Writing Value Propositions That Work

  1. 1. 7! Proven Templates for Writing Value Propositions That Work aka elevator pitches! LINGOSOCIAL.COM  
  2. 2. Img  credit:  zylstra.org  LINGOSOCIAL.COM  
  3. 3. 1. Geoff Moores Value Positioning StatementTemplate Sample(s)For ____________ (target customer) For non-technical marketerswho ____________ (statement of who struggle to find return onthe need or opportunity) investment in social mediaour (product/service name) is____________ (product category) our product is a web-based analytics softwarethat (statement of benefit)____________ . that translates engagement metrics into actionable revenue metrics. LINGOSOCIAL.COM  
  4. 4. 2. Venture Hacks High-Concept PitchTemplate Sample(s)[Proven industry example] 1.  Flickr for video.for/of [new domain]. 2.  Friendster for dogs. 3.  The Firefox of media players LINGOSOCIAL.COM  
  5. 5. 3. Steve Blanks XYZTemplate Sample(s)“We help X do Y doing Z”. We help non-technical marketers discover return on investment in social media by turning engagement metrics into revenue metrics. LINGOSOCIAL.COM  
  6. 6. 4. Patrick Vlaskovits & Brant Coopers CPSTemplate Sample(s)Customer: ____________ (who your Customer: I believe my best customerscustomer is). are small and medium-sized business (SMB) markets.Problem: ____________(what problemyoure solving for the customer). Problem: Who cannot easily measure campaign ROI because existingSolution: ____________ (what is your solutions are too expensive, complicated to deploy, display asolution for the problem). dizzying array of non-actionable charts. Solution: Low cost, easy to deploy analytics system designed for non- technical marketers who need actionable metrics. LINGOSOCIAL.COM  
  7. 7. 5. Dave McClures Elevator RideTemplate Sample(s)•  Short, simple, memorable; "Mint.com is the free, easy way to what, how, why. manage your money online."•  3 keywords or phrases•  KISS (no expert jargon) LINGOSOCIAL.COM  
  8. 8. 6. David Cowans PitchcraftTemplate Sample(s)•  Highlight the enormity of the One person dies of melanoma problem you are tackling. every 62 minutes.•  Tell the audience up front what We offer a dermatoscope app for your company sells. iPhone that enables people to•  Distill the differentiation down to easily diagnose their skin, one, easy-to-comprehend sentence. leveraging patented pattern recognition technology trusted•  Establish credibility by sharing the pedigree of the by the World Health entrepreneurs, customers, or the Organization investors. LINGOSOCIAL.COM  
  9. 9. 7. Eric Sinks Value PositioningTemplate Sample(s)1.  Superlative ("why choose •  The easiest operating system this product"). for netbook PCs.2.  Label ("what is this product"). •  The most secure payment3.  Qualifiers ("who should gateway for mobile e- choose this product"). commerce. LINGOSOCIAL.COM  
  10. 10. Bonus: The VAD approachTemplate Sample(s)*[verb; application; differentiator] •  Share PowerPoint and Keynote slides including audio (Slideshare). •  Create and write blogs via email (Posterous). •  Make VOIP calls easily and cheaply (JaJah). LINGOSOCIAL.COM   *Assembled  from  Guy  Kawasaki’s  blog  
  11. 11. torgronsund.com LINGOSOCIAL.COM  
  12. 12. Lingo provides social media, digital strategyand technology PR services for brands looking to create more value for their customers with ever fewer resources. @LINGOSOCIAL   LINGOSOCIAL.COM