The document discusses how to craft an effective value proposition by identifying the customer's desires and benefits they will receive from the product or service. It emphasizes the importance of understanding the target customer tribe through their demographics, interests and needs in order to effectively communicate how the product solves problems or fulfills wants for that group. A strong value proposition should clearly state the target tribe, what they want, describe the product and highlight its key benefits and advantages over competitors to make it easy for customers to identify their desire to purchase.

1. VALUE
PROPOSITIONS

2. What is a Value Proposition
• Value : Establishing how important it is to
the customer – the BENEFIT: Note that this is
not always what we think it is
• Value Proposition – a statement that
explains the product offering and it’s value to
our customer.

3. Remember FAB?:
Features Advantages Benefits
Use FAB to get to the core of what makes a product sell
and help you craft your USP and Value Proposition
“F” Features: the tech specs – what’s in the box
“A” Advantages: what it does better than the
competition
“B” Benefits: How it relieves a problem or fulfills a
desire for the customer – this is always associated with
creating positive feelings or relief to a customer

4. Elements of Value for Customers
Quality,
Specs,
Affordability,
Cost
Transparency,
Guarantee
Ease of access
– ease of
purchase and
delivery
options
Status pricing
Image,
Brand Value
Money-saving
Combine
your
FAB
elements
Customer
service during
purchase
Tribe –
creating a
relationship

5. The Value Proposition
• The Value Proposition should make it easy for your customer to
identify THEIR DESIRE to purchase your item/brand:
• The term TRIBE is useful here; Your product is aimed at a
specific group of people – a ‘TRIBE’ if you want your customer
to easily identify THEIR desire to buy your products, you need
to know – WHO they are and what makes them tick – what are
their ‘CUSTOMS’?
• What age; gender; income; hobbies; habits; how do they
communicate; what music do they like…find the things that are
common to them so you can develop a way to effectively
communicate with them and build a TRIBE

6. :
The Value Proposition
• TRIBE:
• People like to feel like they belong
• People like to feel like their
individuality is recognized and catered
to
• If you can combine targeting both
these seemingly conflicting things, you
will be able to form a strong TRIBE of
your customers

7. The Value Proposition
• TRIBE – why does it matter?
• will drive both of these and build a
strong base from which you can build
your business you want to build brand
loyalty for
• Word of mouth promotion
• Repeat purchases

8. The Value Proposition
• To craft a Value Proposition that makes it easy for your
customer to identify their desire to purchase your
item/brand, you will need to:
• Clearly state who your tribe is
• Capture what that tribe wants or needs
• Briefly name and describe the product you have for this
• Bring it home with the key BENEFITS
• And clarify what makes it superior over the
competitors - ADVANTAGES

9. The Unique Selling Proposition
• An essential foundation of a good Value Proposition is
knowing what your USP really is:
• Remember that you will always have competitors
• Identify what makes your product different and
ideally, preferable to your competitors – what is your
Unique Selling Proposition?
• Our instincts are to be everything to everyone –
spread our nets as WIDE as we can
• But in fact, being able to refine, define and target a
very specific market sector is actually a much
stronger foundation for success

10. Crafting a Value Proposition
The Value Proposition should be:
• Concise
• Specific and
• Engaging to your customers

11. A great
example: