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 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.