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3 Cards in this Set
- Front
- Back
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Successful Value Proposition Elements |
The clarity of the value proposition: This is the most controllable attribute Clearly identify the customer's problem & why it's difficult to solve Clearly identify how the product, service and offer directly addresses that A match between the value proposition and customer motivations, needs & wants: This is an external attribute Customers only share part of their desires with marketers This is why there is uncertainty in the business It is why marketers need to do experiments and test the marketplace and not roll out too quickly |
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Map Out and Rank the Key Attributes of a Specific Value Proposition |
Breaks Value Prop Down By: Customer's needs & wants: Functional, Social, Personal/Emotional, Ancillary Customer Pain Relievers - Does it overcome or solve customer's pain points? Undesired outcomes/problems/ characteristics, Obstacles, Risk Customer Gain Creators - Does it help the customer to achieve specific gains? Expected, Required, Desired, Unexpected Best completed as a group exercise but should be based on research, social monitoring or firsthand experience team has with customers. You can use a whiteboard or sticky notes to outline each attribute. Once you have completed the outline, go back and rank each attribute for significance or insignificance using a consistent scoring model, ï.e., 1-10, with 1 being least significant & 10 being most significant. This part of the process acknowledges that not every need, pain or gain has the same significance to customers. |
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Distinguish the main kind of customer needs and wants: |
Functional, Social, Personal/Emotional, Pain Points, Obstacles, Risks, Gains |
