Laserfiche Empower 2014 Presentation
What makes your ideal customer choose you, rather than a competitor? Your value proposition! Learn how to discover and define your value proposition, and convey your brand promise concisely to current and potential customers.
For more on value proposition, I highly recommend Marketing Sherpa's Value Proposition courses: http://www.meclabs.com/training/online-course/value-proposition-development/overview
How to Set the Perfect Price for Innovative Products? | Pricing Strategy For ...azlaan
Setting the right price for innovative products is one of the most difficult tasks for startups. Setting wrong prices can result in either losing customers or profits.
Pricing strategy is based on if your business model is based on;
1. Cost Base approach
2. Value Base approach
Cracking the perfect price for your innovative products require continuous testing and optimization.
The lecture gives different pricing strategy types and pricing strategy examples to help students understand the concept easily.
Video Lecture to the slides can be found at:
https://youtu.be/ARIZ0r_t6CA
The lecture on Value Proposition Canvas Part A explains why the concept is of so much importance especially to first time entrepreneurs.
Startups sustainability requires in-depth understanding of the target customers. Failing at this stage will have costly repercussions for the entrepreneur and his business.
Part A discuss the Value Proposition Canvas definition, value proposition examples, and how Value Proposition Canvas is different than Business Slogans.
#VPDesign helps you systematically build products & services that customers want!
Based on Value Proposition Design by Alexander Osterwalder, Yves Pigneur, Greg Bernarda & Alan Smith. More info: http://bit.ly/1tbBCH6. #vpdesign
How to Set the Perfect Price for Innovative Products? | Pricing Strategy For ...azlaan
Setting the right price for innovative products is one of the most difficult tasks for startups. Setting wrong prices can result in either losing customers or profits.
Pricing strategy is based on if your business model is based on;
1. Cost Base approach
2. Value Base approach
Cracking the perfect price for your innovative products require continuous testing and optimization.
The lecture gives different pricing strategy types and pricing strategy examples to help students understand the concept easily.
Video Lecture to the slides can be found at:
https://youtu.be/ARIZ0r_t6CA
The lecture on Value Proposition Canvas Part A explains why the concept is of so much importance especially to first time entrepreneurs.
Startups sustainability requires in-depth understanding of the target customers. Failing at this stage will have costly repercussions for the entrepreneur and his business.
Part A discuss the Value Proposition Canvas definition, value proposition examples, and how Value Proposition Canvas is different than Business Slogans.
#VPDesign helps you systematically build products & services that customers want!
Based on Value Proposition Design by Alexander Osterwalder, Yves Pigneur, Greg Bernarda & Alan Smith. More info: http://bit.ly/1tbBCH6. #vpdesign
How to Craft a Better Value Proposition: Boost Your Biz-Dev Results with One ...Business Wise Inc.
Quick: why should your prospects choose you over your competitors? Did you draw a blank? Did you say “because we’re the best”? Would you get a different answer from your colleagues? If so, your biz-dev isn’t close to its full potential. Discover how big a difference the right answer can make in this presentation from our June session of Business Wise Insiders!
How to Pitch B2B? Do you have an awesome product? Doing the same old sales presentation? Improve your pitch by following these 9 steps and win more business.
How to structure your Sunday night presentation.
Consider this as just a guideline of the important points you might wish to convey during your presentation. Feel free to add your own flavour and ignore anything that doesn't apply.
The Product Market Fit Cycle (Updated to v. 2.0)Carlos Espinal
This presentation was used for my talk at HowToWeb 2014 in Bucharest Romania and is the updated presentation to my blog post on the subject - http://thedrawingboard.me/2013/05/03/the-product-market-fit-cycle/
"Nothing happens in the world time somebody sells something to someone"
This PPT covers
Sales Presentation on Introduction to Sales
Sales Pitch , Process
Importance of Pre - Approach ,
Scouting for Opportunity
Customer Communication ,Negotiation ,Guidelines on Mock ,Handling Objections , Drivers for Success in Sales
7 rules for productizing startup ideasKoen Delvaux
Presentation given as background for a mentor session for Founderinstitute in Brussels on 01/11/2010.
This was teh public part, for the "secret" part you'll have to watch the video on the website of the www.founderinstitute.be
Use these 5 principles to supercharge your marketing efforts. They work equally well for online and offiline and for marketing activities including building websites, google ads and facebook ads as well as brochures, direct mail and face to face selling.
These 5 principles can form the basis of a conversion optimisation process as well as the beginning of a path to put your business on the road to strategic growth.
How to Craft a Better Value Proposition: Boost Your Biz-Dev Results with One ...Business Wise Inc.
Quick: why should your prospects choose you over your competitors? Did you draw a blank? Did you say “because we’re the best”? Would you get a different answer from your colleagues? If so, your biz-dev isn’t close to its full potential. Discover how big a difference the right answer can make in this presentation from our June session of Business Wise Insiders!
How to Pitch B2B? Do you have an awesome product? Doing the same old sales presentation? Improve your pitch by following these 9 steps and win more business.
How to structure your Sunday night presentation.
Consider this as just a guideline of the important points you might wish to convey during your presentation. Feel free to add your own flavour and ignore anything that doesn't apply.
The Product Market Fit Cycle (Updated to v. 2.0)Carlos Espinal
This presentation was used for my talk at HowToWeb 2014 in Bucharest Romania and is the updated presentation to my blog post on the subject - http://thedrawingboard.me/2013/05/03/the-product-market-fit-cycle/
"Nothing happens in the world time somebody sells something to someone"
This PPT covers
Sales Presentation on Introduction to Sales
Sales Pitch , Process
Importance of Pre - Approach ,
Scouting for Opportunity
Customer Communication ,Negotiation ,Guidelines on Mock ,Handling Objections , Drivers for Success in Sales
7 rules for productizing startup ideasKoen Delvaux
Presentation given as background for a mentor session for Founderinstitute in Brussels on 01/11/2010.
This was teh public part, for the "secret" part you'll have to watch the video on the website of the www.founderinstitute.be
Use these 5 principles to supercharge your marketing efforts. They work equally well for online and offiline and for marketing activities including building websites, google ads and facebook ads as well as brochures, direct mail and face to face selling.
These 5 principles can form the basis of a conversion optimisation process as well as the beginning of a path to put your business on the road to strategic growth.
If you sell to the corporate marketing, having a strong value proposition is critical.
It helps you set up meetings with crazy-busy prospects. And, it helps them understand the value they get from changing from the status quo -- something they're loathe to do.
In this presentation, you'll discover how to craft powerful, customer-enticing value propositions that change everything.
There are many reasons why customer accounts can be “at risk” and if you are in the unfortunate position where a customer churns early, you probably will not achieve the desired lifetime value. All of this makes aligning Sales and Customer Success critical. You need to sell the right level of your product to the right type of customer. Listen in to the webinar where we cover the topic of aligning Customer Success and Sales.
90% More Conversions With a Killer Value PropositionInvesp
Have you identified your company’s value proposition? What methodology did you follow to come up with it? Does your value differentiate you enough amongst competitors?
Identifying your company’s value proposition is a struggle – and being able to translate it on the website through design and copy is what many companies find the most difficult. In this webinar we will be looking at how different companies achieved amazing results by first successfully identifying their value proposition and then taking it and applying it across their website in the form of elements and copy.
THE NEED FOR A SALES PROCESS
PROBLEM
The results of a recent study conducted by The Sales Board confirmed what we have known for some time. Prospects are speaking up about how they feel about salespeople who are less than professional. We thought that you would like to see these statistics as they reinforce the need for a sales process and challenge you to improve your qualifying efforts.
DIAGNOSIS
The study showed the following startling facts. Can you relate to them as a salesperson or as a buyer?
Fact: 82% of salespeople fail to differentiate
Result: They lose the business, fail to sell value
Fact: 86% of salespeople ask the wrong questions.
Result: They miss selling opportunities and end up wasting time while appearing unprofessional.
Fact: Only 18% of salespeople close without discounting price.
Result: Discounting becomes a habit and profit margins are eroded.
Fact: 95% of customers say salespeople talk too much.
Result: Customers are bored and feel salespeople don’t care about understanding their problems.
Fact: 62% of salespeople do not earn the right to ask questions.
Result: They fail to position the sale properly and don’t gain commitment.
Fact: 85% of salespeople use a selling process that is extremely ineffective, compared to the buyer’s system.
Result: They close less than 50% of the business that they should close, with disastrous effects on their companies’ sales and their personal incomes. You may be ‘winging it’ if you find yourself relating to any of the following: (a) chasing prospects who don’t return calls; (b) hearing ‘think it over’ all too often when you ask for the business; (c) cutting price in an effort to obtain or keep business; and (d) spending most of your time in front of people who are not decision makers.
SOLUTION
1. Stop assuming that your prospect needs what you’re selling.
2. Learn how to ask more questions to see if the prospect has any serious ‘pain’ issues that your product or service can resolve.
3. Learn a sales process to help you stay in control of the sales interview.
In the past, selling offered high rewards to those with the energy to sell hard and the tactics to close deals. In the new era, it will offer even greater bounty to those who can sell smart and understand and implement strategies for creating customer value.
The Money Path can help you look at your business differently. It guides you through a process to evaluate your products and services and their potential to earn money prior to implementation.
Street Fight Summit 2015: The Evolution of Selling to Local BusinessesStreet Fight
Alignable CEO Eric Groves: Finding the optimal mix of acquisition strategies is both an art and a science. Groves, who led Constant Contact’s go-to-market strategies for over a decade, will share some of the key learnings from their success and some thoughts about the future.
Presentation held at the Stockholm Value-Pricing Meetup on May 10, 2016 covering the basic ideas of value-pricing (value-based pricing), why it is in many ways superior to cost-plus or hourly billing and why you should adopt it.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
1. VAR 103:
Build Your Value Proposition
Melissa Henley
Director of Marketing Communications, Laserfiche
2. Agenda
‣ What is a value
proposition?
‣ Live optimization!
‣ Write your own value
proposition
3.
4. What is a value proposition?
‣ If I am your ideal
customer, why should I
buy from you rather than
your competitors?
5. Why are value propositions important?
‣ Marketing is essentially
communicating value to
the customer in the
most effective way
possible so they will
want to take an action.
6. A value proposition is not …
‣
‣
‣
‣
‣
A mission statement
A business model
A slogan
“Agency speak”
A key benefit
7. Derivative value propositions
‣ Primary
• “If I am your ideal
prospect, why should I
buy from you rather than
any of your competitors?”
8. Derivative value propositions
‣ Prospect
• “Why should this
particular prospect buy
from you rather than any
of your competitors?”
9. Derivative value propositions
‣ Product
• “Why should this
particular prospect buy
this product rather than
any other product?”
10. Derivative value propositions
‣ Brand
• “Why should this
particular prospect buy
this brand of product
rather than another brand
of this product?”
11. Derivative value propositions
‣ Process
• “Why should this
particular prospect attend
this workshop rather than
any other workshop?”
12. Measuring the force of your value prop
‣
‣
‣
‣
Appeal
Exclusivity
Credibility
Clarity
18. Let’s try it!
•What’s the problem?
•How do you solve it?
•What’s your
differentiator?
•What’s your credibility?
19. How strong is your value proposition?
‣
‣
‣
‣
Appeal
Exclusivity
Credibility
Clarity
20. How can I make sure I have true value?
‣ What’s best for the
customers?
‣ What influence do I have?
‣ Would Mom be proud?
‣ Have I stormed the
barricades?
21. Crafting an effective value prop
‣ Identify the question you’re
answering
‣ Identify 5-10 potential claims
‣ Rate the appeal & exclusivity
of each claim
‣ Identify 2-3 evidentials for top
claim(s) of value
‣ Integrate top claim(s) with
supporting evidentials
22. Takeaways
‣ If you had just 10 words to
tell people why they should
buy from your company
instead of another, what
would you communicate?
‣ Express that in your
marketing.
‣ Continually refine your
value proposition.
Because I always start off with a meme … I’ll let you in on a little secret…crafting effective value propositions is really, really hard. For all I’ve researched and taught about value props, I still struggle with them myself. It’s because the value proposition forces you to think about every claim you make.
Before diving any deeper, we should get clear on what I actually mean by the term Value Proposition. Value Propositions are the answer you have to one simple question: Why should your ideal prospect buy from you rather than any of your competitors? So, your Value Proposition is not a catchy slogan or a detailed business plan, but rather a concise, clear, and credible answer to this question. It seems simple, yet the answers to this question are often confusing, unappealing, braggadocios, vague, and sound just like the claims everyone else is making. So, how would you answer this question about your offer? Can you state it clearly in about ten words or less? Take a minute and give it some thought…
To communicate value, you need everyone who works on your marketing campaigns to have a clear understanding of your value proposition – not just for your company as a whole, but for every action you desire a customer to take.IF I: fundamentally answering a first-person question in the mind of your customer (customer logic, not company logic)YOUR IDEAL PROSPECT: focus on specific segments, must accept trade-offs – you cannot be the best solution for everyoneWHY SHOULD I: what do you want me to do? Why should I do it? Must move to yesRATHER THAN COMPETITORS: “only” factor – must differentiate you from your competitors in at least one way
Your value proposition is the answer to this fundamental question:Why should your ideal prospect buy from you rather than any of your competitors?This is not a slogan or a headline or anything that will likely appear, as specifically worded, in any of your advertising creative. It’s also not your mission statement or business plan.What is a value proposition, then?You must differentiate your offer from your competitors’ offers.You may match a competitor on every dimension of value except one.You need to excel in at least one element of value.In this way you become the best choice for your optimum customer.There is a difference between the value proposition for your company and your product. You must address both.
Your company needs a primary value proposition, which is the answer to the question: “Why should your ideal prospect buy from you rather than any of your competitors?”But many marketers stop there. However, every action you ask every type of customer to take requires a value proposition. Whether you’ve taken the time to state it explicitly or not, your potential customers subconsciously (and sometimes consciously) ask themselves the value (for them specifically) of taking any action you ask them to take.Framed with customer, not company, logicDemands an obvious connection between the customers, the company and its various productsLooking for an action you’re asking someone to take – you’re giving them the best reason to take it. Company with the best reason wins!
The best way to use this visual is from the inside out. As I said, start with the primary value proposition (which depending on your role within the organization, you may or may not have a hand in crafting), and then break out which key prospects you are targeting with your marketing.For each prospect, you should answer this question: “Why should [PROSPECT A] buy from you rather than any of your competitors?”
Now that you’ve identified your prospects, which products are you trying to sell them? Each product requires its own value proposition, which you can craft by answering this question: “Why should [PROSPECT A] buy this product rather than any other product?”If a prospect is looking for a product, this is typically a product or service that either they have not bought before. In this case, the value proposition must first sell them on why they should buy this type of product or service. Once they are convinced that they need this type of product or service, they must then be sold on why to buy it from you.When you’re selling a prospect on a product, you typically highlight benefits of owning the product, namely what’s in it for them to buy your product or service. If they already buy something similar and you’re trying to get them to upgrade to your product or service, focus on additional benefits they’ll receive from your product.Remember that when selling a product (as opposed to a brand), you’re not just in competition with your competitors. You’re also in competition with them doing nothing at all.
If most of your prospects are currently buying something similar to your product or service, you’re selling the brand, since they’re probably already convinced that they need this type of product or service (or they wouldn’t be buying it now). Mostly, they just need to know why to buy it from you.When selling a brand, you want to focus on competitive differences between your product or service and competing options. Focus on benefits, providing examples of how their lives will be better with your product than without it. You may want to identify pain points they now suffer with that your product or service will alleviate. Include both logical and emotional reasons to act now.When selling a brand, as with selling a product, you also often have to compete with the option to do nothing. For example, if I already use an ECM system from another vendor, it may be a lot of work to move to a new one. As a result, it may take far more to get me to switch providers than it took to get me initially to buy the system I have. Here, time-based incentives may work well, creating a “ticking clock” scenario that prods a prospect to act now. You may want to offer incentives for a prospect to switch from a key competitor, such as waiving start-up fees or sweetening the pot with a discount on software or services.
As I said above, every action you ask a prospect to take requires a value proposition.Now that you’ve identified a value proposition for each product you’re trying to sell each prospect that aligns with your company’s primary value proposition, you have to craft a value proposition for each conversion step associated with a specific product.Here is an example question to ask yourself to help identify this process-level value proposition: “Why should [PROSPECT A] click this PPC ad rather than any other PPC ad?”You need to answer the same question for an email capture page ofa webinar registration.Because even though many of the events you produce (for example, Webinars) have no monetary cost, we know that each attendeeis paying us with an hour of their time, an extremely precious commodity. Or as Peter Drucker said, “Within limits we can substitute one resource for another, copper for aluminum, for instance. But time is totally irreplaceable.”Are you showing your hidden value? And do you do it in an organic way to let your visitors come to their own conclusions, or are you trying to cram a brand promise down their throat?
Appeal – How much do I desire this offer?Exclusivity – Where else can I get this offer?Credibility – Can I trust your claims?Clarity – What are you actually offering?
Only device that could offer this (at that time)Appealing – people wanted itClear, appealing, unique and exclusive to the iPod.
Steve Jobs isn’t a genius, he just beat his head into a wall finding the value prop of his companies.Which means … a great value prop isn’t determined but discovered.Two most important words in marketing: SO WHAT?Three most important words in marketing: SO F-ING WHAT?
Let’s take a minute and write our own value propositions. Focus on your own business and what makes you different. Highlight the enormity of the problem you are tackling.Tell the audience up front what your company sells.Distill the differentiation down to one, easy-to-comprehend sentence.Establish credibility by sharing the pedigree of the entrepreneurs, customers, or the investors.Example of a Good Value PropOne person dies of melanoma every 62 minutes. We offer a dermatoscope app for the iPhone that enables people to easily diagnose their skin, using patented pattern recognition technology trusted by the World Health Organization.
Appeal – How much do I desire this offer?Exclusivity – Where else can I get this offer?Credibility – Can I trust your claims?Clarity – What are you actually offering?
What’s best for the customer? Sounds simple. And odds are that someone, somewhere in your company is thinking about this, right? Sales. Customer Service. Definitely Product Development. Must be. But that’s not good enough. YOU are the one convincing the customer to part with his/her hard-earned money to buy your company’s product with your debonair language. So YOU must be the advocate for the customerWhat influence do I have? Likely greater than you think. After all, your campaigns are the public face of the company. Marketers have turned a pair of glowing arches into “Over 99 Billion Served.” So don’t think you can’t convince Product Development to fix that bug in the next release.Would Mom be proud? Could be your mom…could be anyone’s mom. My point is, if every internal challenge you know about were plastered on the front page of a newspaper tomorrow a la “Thank You for Smoking,” how would you feel about it? Have I stormed the barricades? You can’t win every, or probably even most, of these battles. But that shouldn’t stop you from trying to put in every effort you possibly can. Don’t settle for “It’s not my fault” because that prospective customer doesn’t care whose fault it is, only that they’ve lost trust in your brand’s true value.