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7 Proven Templates for Writing Value Propositions That Work
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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 …

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 (, Dave McClure, David Cowan, Eric Sink, and Guy Kawasaki.

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  • 1. 7! Proven Templates for Writing Value Propositions That Work aka elevator pitches! LINGOSOCIAL.COM  
  • 2. Img  credit:  LINGOSOCIAL.COM  
  • 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. 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. 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. 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. 5. Dave McClures Elevator RideTemplate Sample(s)•  Short, simple, memorable; " is the free, easy way to what, how, why. manage your money online."•  3 keywords or phrases•  KISS (no expert jargon) LINGOSOCIAL.COM  
  • 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. 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. 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  
  • 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