1.
Dig in and create your value
propositions already!

2.
Why do you need value propositions?
• Quickest way to define what you do/clearest way to
understand what you do (awareness & understanding)
• Creates differentiation for your brand
• Targets the right audience
• Guides your marketing activities

3.
• Identify your persona
• Profile your persona + Pull out their motivators
• Define what problem(s) you solve for them
• How are you the first? The only? The best?*
• Craft your VP
• Test!
• Use it to guide your marketing messages and strategies
*From “The Member Guide”

4.
• What is it NOT?
• Tagline
• Positioning Statement
• Your mission/vision
• Product Description
• What is it?
• a simple statement that answers why a customer should
choose to do business with you (product/service)

5.
• Ways to group personas:
• Occupation
• Generation
• Geography
• Levels of experience
• Based on decision-making
role
• Buying preference
• Things to include:
• Goals and Values
• Sources of Information
• Gender/Age/Location
• Challenges/Pain Points
• Possible
Objections/Roadblocks
• Role in the process

6.
View this video & more at FIVEONES.COM/HIGHFIVE

7.
EXAMPLE
PERSONA

8.
A feature is something that is a
component of a product or service.
When you mention a feature, the
prospect is on their own to figure out
how they will benefit from that
feature.
A benefit is something that
concisely conveys to a prospect the
value they will receive. It answers
the most important question
someone asks before parting with
their money: “What’s in it for me?”

9.
EXAMPLES
• FEATURE: Food-grade stainless steel
• BENEFIT: strong and durable
• FEATURE: dual-walled and vacuum-
sealed
• BENEFIT: keep the beverage’s
temperature consistent for a long
period of time
• FEATURE: opportunity to network with
your peers at events
• BENEFIT: Solidify existing relationships
and find new connections at
networking events
• FEATURE: We offer innovative,
continuing education webinars
• BENEFIT: Improve upon your existing
skill sets

10.
• 3 elements:
• A headline that captures attention with one main idea
• A descriptive sentence that backs up your headline
• A short list or paragraph that further explains what you offer
• What makes it effective?
• It’s short! (See bullet 1 above)
• Brings in features/benefits
• Solves a pain point
• Answers “WHY?”

11.
QUESTIONS?
Thank you!