1. 7!
Proven Templates for Writing
Value Propositions That Work
aka elevator pitches!
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2. Img
credit:
zylstra.org
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3. 1. Geoff Moore's Value Positioning Statement
Template Sample(s)
For ____________ (target customer) For non-technical marketers
who ____________ (statement of who struggle to find return on
the need or opportunity) investment in social media
our (product/service name) is
____________ (product category) our product is a web-based
analytics software
that (statement of benefit)
____________ . that translates engagement
metrics into actionable revenue
metrics.
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4. 2. Venture Hacks' High-Concept Pitch
Template Sample(s)
[Proven industry example] 1. Flickr for video.
for/of [new domain]. 2. Friendster for dogs.
3. The Firefox of media players
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5. 3. Steve Blank's XYZ
Template 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.
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6. 4. Patrick Vlaskovits & Brant Cooper's CPS
Template Sample(s)
Customer: ____________ (who your Customer: I believe my best customers
customer is). are small and medium-sized business
(SMB) markets.
Problem: ____________(what problem
you're solving for the customer). Problem: Who cannot easily measure
campaign ROI because existing
Solution: ____________ (what is your solutions are too expensive,
complicated to deploy, display a
solution 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.
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7. 5. Dave McClure's Elevator Ride
Template Sample(s)
• Short, simple, memorable; "Mint.com is the free, easy way to
what, how, why. manage your money online."
• 3 keywords or phrases
• KISS (no expert jargon)
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8. 6. David Cowan's Pitchcraft
Template 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.
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9. 7. Eric Sink's Value Positioning
Template Sample(s)
1. Superlative ("why choose • The easiest operating system
this product"). for netbook PC's.
2. Label ("what is this product"). • The most secure payment
3. Qualifiers ("who should gateway for mobile e-
choose this product"). commerce.
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10. Bonus: The VAD approach
Template 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).
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*Assembled
from
Guy
Kawasaki’s
blog

11. torgronsund.com
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12. Lingo provides social media, digital strategy
and technology PR services for brands looking
to create more value for their customers with
ever fewer resources.
@LINGOSOCIAL
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