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A framework to assess an existing or new value proposition
marketingsherpa.com
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Every place a page here uses this source, in the order the words come in it.
Clarity – “I understand this” “Credibility – “I believe this”” While we only have the room to include a high-level explanation of each element in this article, feel free to click on the above links to get a more in-depth explanation of each element.
Clarity – “I understand this” “Credibility – “I believe this”” While we only have the room to include a high-level explanation of each element in this article, feel free to click on the above links to get a more in-depth explanation of each element.
If you want to assess an existing value prop, review the messaging the company distributes to its ideal customer – on the home page, landing pages, in advertisements, email, etc. And then write down the answer to the value proposition question. “If you are creating a new value prop, this will be even easier because you will be writing down the answer to this question before expressing it on any website or in any marketing collateral.” Then put together a simple sheet with the four elements of a forceful value proposition and rank each element from one (least forceful) to five (most forceful). It’s even better to train other members in your department, team, or client on these elements to get multiple rankings and average them out.
According to MECLABS, a value proposition is the answer to the question, “If I am your ideal customer, why should I buy from you, rather than your competitor?” “The headline and slogan and every other message your customer receives should be expressions of this value proposition.” The four elements of a foreceful value proposition
What is a value proposition? “It’s not your headline. Or your slogan.” According to MECLABS, a value proposition is the answer to the question, “If I am your ideal customer, why should I buy from you, rather than your competitor?”
This article was originally published in the MarketingSherpa email newsletter. “The ultimate arbiter of a value proposition’s effectiveness is the customer.” But before you test your existing value prop, you need to create a treatment (or several treatments) to test against it. Or you may not have the resources to test and are simply looking for a general idea of how effective your company’s or client’s existing value prop is. Or you may just want assistance checking a value proposition you are currently working on.
This article was originally published in the MarketingSherpa email newsletter. “the best way to assess an existing value proposition is by testing it with your ideal customer” But before you test your existing value prop, you need to create a treatment (or several treatments) to test against it. Or you may not have the resources to test and are simply looking for a general idea of how effective your company’s or client’s existing value prop is. Or you may just want assistance checking a value proposition you are currently working on.
Before we assess a value prop, let’s get clear on what we mean by value proposition. It’s not your headline. Or your slogan. “According to MECLABS, a value proposition is the answer to the question, “If I am your ideal customer, why should I buy from you, rather than your competitor?”” The headline and slogan and every other message your customer receives should be expressions of this value proposition.
According to MECLABS, a value proposition is the answer to the question, “If I am your ideal customer, why should I buy from you, rather than your competitor?” “The headline and slogan and every other message your customer receives should be expressions of this value proposition.” The four elements of a foreceful value proposition
The ultimate arbiter of a value proposition’s effectiveness is the customer. And for that reason, the best way to assess an existing value proposition is by testing it with your ideal customer (You can learn more about how to test in the MarketingExperiments video A Behind-the-Scenes Look at Creating an A/B Test). “But before you test your existing value prop, you need to create a treatment (or several treatments) to test against it.” MECLABS Institute has coalesced extensive value proposition research – conducting thousands of tests and reviewing more than 1,100 academic articles – into a simple framework that can help you assess a new or existing value prop (MECLABS is the parent research organization of MarketingSherpa).
The four elements of a foreceful value proposition “According to MECLABS methodology, a powerful value proposition should rankly highly on these four elements – appeal, exclusivity, clarity, and credibility.” Let’s look at a simple definition of each in the customer’s language:
What is a value proposition? “It’s not your headline. Or your slogan.” According to MECLABS, a value proposition is the answer to the question, “If I am your ideal customer, why should I buy from you, rather than your competitor?”