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.