This document discusses defining a company's value proposition by focusing on how their product or service improves customers' lives emotionally rather than just functionally. It advises determining the pain customers experience and the emotions alleviated, redefining the business in terms of those emotions, focusing marketing messages on the emotional experiences and life changes created, and defining value proposition as broadly as possible in terms of the emotional experience provided rather than just product features or benefits.

1. Value Proposition
© 2009, Patrick Schwerdtfeger
What do you sell?
□ Think beyond your product or service.
□ How does your product or service change the lives of your customers?
□ What are your customers trying to accomplish when they buy what you sell?
Notes
Define the PAIN in terms of Emotions
□ Describe the emotions people experience as a result of the PAIN.
□ Describe the emotions people experience when the PAIN is gone.
□ Describe the experience your customers have with your product or service.
□ Redefine your business in terms of those emotions. You sell those emotions.
Notes
Refining your Marketing Message
□ Don’t focus on features. Don’t even focus on benefits. Focus on emotions!
□ Your marketing message should describe how you touch and change lives.
□ People are not motivated to buy with logic. They’re motivated by emotions.
Notes
Rethink your Value Proposition
□ Your value proposition defines what VALUE you deliver to your customers.
□ Define that VALUE as large as possible (i.e., the emotional experience).
Notes
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