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3 Cards in this Set
- Front
- Back
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Gains |
Outcomes and benefits that prospects need or want from purchasing a product or service Expected gains - basic gains that are predictable for a product or service Required gains - those without which a product or service wouldn't work Desired gains - gains that go beyond what customer's expected, but would love to experience Unexpected gains - go beyond the prospect's expectations and desires; the kind of gains that get into "delight the customer" territory |
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Characteristics of a Strong Value Proposition |
Crafting a value proposition requires substantial reflection about what is unique about your products and services: It must be differentiated from your competitors: you may match a competitor on every dimension of value - except one The goal is to be the best choice for your optimal prospects and customers: you won't always be the only choice but you need to provide the rationale why you are the best choice The value proposition for your company and product/service is different, so you need to address both Your Challenge: If you had just 10 words to describe why people should buy your brand instead of a competitor's, what would you communicate as your value proposition? |
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Call-to-Action (CTA) |
The call-to-action (CTA) is a line of text or image that prompts visitors, users, leads, prospects or customers to take action - it is literally 'a call to take an action' The action you want people to take can be anything: Typically it reflects the offer or value proposition Order now, download now, subscribe now, sign up, apply, get a coupon, attend an event, etc. |
