To compete effectively, we need to address a range of questions. What value do we provide to what segment? How is our product /service positioned relative to the competition? Have we clearly defined our core service or product offering and value? What messaging describes how our product/service is differentiated? What are product/service value wrappers? What ROI they can the customer realize? How critical is the customer service experience? What stories help communicate our value? What defines customer success?
Today, we communicate in multiple ways and across media types – including sharing brand, market, and specific customer messages using sales calls, emails, blogs, articles, reports, proposals and presentations. Too often we present a complex collection of individual ideas with little meaning or structure or we present domain-centric instead of buyer-centric messaging. Without a clear structure, messages can be lost or misunderstood. The audience is not persuaded to act, and the result is lost value.
Communicators need tools to develop a focused, logical, structured communication and the skills to deliver and present these ideas persuasively. Value Propositions are compelling, concise descriptions of how a business will create superior value. There should be a separate value proposition for each truly different segment. We develop value propositions at multiple levels, including:
- Brand Level Value Proposition (BVP): The value of the brand or company to the market
- Offer Level Value Proposition (OVP): The value that the company delivers to a target audience for a specific offering
- Customer Level Value Proposition (CVP): The value that the company proposes to deliver to a specific customer
A top-down communication structure (using SCQA) helps us organize value proposition messaging and build customer-centric persuasive communications and messaging.