Discover the secrets of the Celts


 

Is Your Unique Value Proposition, Unique In Your Customer's Eyes?

Pretty powerful combination you might think.
What would Brian Boru have done faced withPrice
10th century marauders wielding 20th century
weapons? He would not have had a hope! ThatUniqueness
is what dynamic imagery does for advertising
and marketing. It provides an unstoppableRevenue  generation
combination that is guaranteed to get
results.  So  what's  missing?Cost  reduction
To be honest, without ammunition, the VikingsCompliance  with  regulations
actually would not have had a hope. For a
start, Brian and his gang of Celts, would notFulfilling  a  desire
have known what the machine guns were, and
secondly, the Vikings would not have had anyBetter  way  of  doing  things
other weapons to combat the fury of the
zealous  Celts.Proximity  to  customers
It is vital that you have ammunition for yourAdherence  to  standards
machine guns! Your Value Proposition,
expressed in terms that your customerNow map each of these benefits to your
understands, is what gives your marketing thecustomer's  needs,  wants  and  pains.
firepower required to get results. Without
the right message, no-one will understandStep  3  -  Know  your  target  market
what  you  really  stand  for!
So you know what your customers want and what
Creating  your  Value  Propositionyou can give them. But who are your
customers? There are many ways of finding out
So how do you go about creating your uniqueyour target market, indeed books have been
value proposition? First it is vital that youwritten on it. The best way is to use data
are disciplined, and you have to hand thethat  is  available  to  you,  such  as;
following  material.
Existing  customer  Data
A  list  of  all  customers
Market research you may have conducted or
For  each  customer  you  need  to  identifybought
What  they  boughtWho Influences, decides on and pays for your
product. You need to target your message
A testimonial and/or value statement fromspecifically to the right people. And
those  customersdifferent people within the decision process
will  want  different  things!
Where  they  are  geographically  based
Finally, you need to determine on how to
The  industry  they  are  inextend your target market, from your existing
customer  base,  using  factors  such  as;
Their  size  and  turnover
Location
A list of your competitors and information on
their  products.Industry
An industry specific magazine that your bestProducts
customers  would  read
Customer  Profile
A print-out of the Mission statement of your
best  5  customersStep  4  -  Know  your  competitors
We run ½ day and full day workshops onThere is an old saying that goes - "keeps
this, using tried and tested questions to getyour friends close and your enemy closer" It
you really thinking about what your offeringsis imperative that you know precisely what
provide. However you can try do thisyour competitors are offering. You need to
yourself,  if  you  budget  is  limited.know what they offer, at what price, to whom
and where. You also should understand what it
Which ever category you fall in, I suggest,is about your competitors that your prospects
that to avoid firing blanks with yourlike,  and  what  they  dislike.
marketing budget, you undertake this
exercise, and start getting the results youOnce you understand this, then you need to
deserve.clearly differentiate, your top customer
aligned benefits, from your competitor's
Step  1  -  Know  your  customersbenefits.
To really be able to market successfully, andStep 5 - Create a value statement for your
by successfully, I mean getting qualifiedtop  3  benefits  including;
leads that turn into sales, you must relate
to your prospects. If you already haveThis can be the most difficult step, since
customers, then they must like what you aremany people find it difficult to put their
offering. But what was it about your offeringthoughts into words. With a clearly defined
that  made  them  buy?Customer Value Proposition Statement, your
prospects will be able to clearly identify
Ask  them!the benefits, in their terms, to enable them
to  make  a  buying  decision.
You  need  to  be  able  to  identify  their
If you feel you can do this, you should be
Needs - what need in their business or lifesure to include the following 4 items in the
are  you  fulfilling?Value Statement for each of your offerings
and  niches.
Wants - What do they really want, because a
lot of purchases are based on wants not needsTime  to  benefit
-  I  mean  who  NEEDS  a  Porsche?
Value  of  benefit
Pains - what pain do they currently have that
ownership  of your product will ease or cure?Benefit
Because when you know those, then you knowTarget  Audience
WHY they bought, and subsequently, it will be
easier  to  ensure  you  have more customers.Conclusion
Step  2  -  Know  your  productOnce you have your Value Proposition, clearly
defined in a couple of concise statements,
Successful business people all share a commonyou can then start looking at your marketing
trait; they are passionate about theirplan and Budget. Quite simply, in my opinion,
offerings and they are persistent in ensuringspending any money on marketing, without the
it successful. So you know your productcorrect message, is like attacking the high
inside out. Agreed, you may not see itking  of  Ireland  without  viable  weapons.
precisely as your customer sees it, but you
do  know  it!We regularly run Value Proposition Workshops,
both with industry bodies and on a bespoke
So you must identify the top ten benefits ofbasis. At the end of the workshop, you will
your product. Use the checklist below as ahave the messages that when used in promoting
prompter.your product correctly, will generate floods
of qualified leads.
Service



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