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Winning Value Propositions

In a recent study related to Value Propositions (VP), a startling fact that came out – nearly 45% of the participants did not have a clearly–defined VP. Without a clear VP, there is no way you can communicate the same, in a clear and precise manner. In other words, there is no way your prospects can connect with your VP and want to do business with you.

It would be a safe bet to say that, of the 55% who said that they did have a clearly–defined VP, 50% or more do not have a compelling, client–centered, winning VP !! Where do you stand ? Is your VP becoming a flat, lifeless line ??

3–Step Process to a Winning Value Proposition

Step 1 : Clarity
Clarity can be of 2 types 
1.     Clarity around the critical components of your view of the VP – Target Market, Ideal Client and our Client–Centered (Mission, Vision, and Values). Without this clarity, your area of influence is going to vague, at best. Do not ever think that it is your prospects’ job to figure out your VP. That job is yours and your alone.
2.     Clarity on the process, as it will touch the lives of clients. If the process is confusing or undefined, there will be No Action. The status quo will continue. Clients (as humans) crave clarity, which is associated with survival. The primary function of the brain is to keep the body alive, at the same time using up minimum energy. The brain is designed to scan the environment a few 100 times / minute, simply looking for threats, thus consuming energy. It is clarity that brings a sense of relief, closure and well–being, a more relaxed state (less energy consuming).
The Promise to bring clarity to the prospects, should be part of your VP.

Step 2 : Persuasiveness
The goal of your VP should be to do much more than merely telling what you do and how you do it. It should want them say I need that. Where do I sign ? What do I need to do to get it ?

Goal of your VP should be to initiate Action. Action can range from something as small as simply responding to your eMail, to something as important as scheduling a meeting or deciding to do business with you. Some more ingredients to use could be
Urgency – Tie the need to act to a specific time frame. Let your prospects (or clients) see clearly what the opportunities are and/or the costs of acting / not acting in the given time frame. If there was no time specified for a match, it would lose meaning.
Social Proof – As humans, we pick cues from others. Many of my friends in Mobile Apps development, have a very limited idea of how they can use testimonials. Meeting people through referrals is a form of social proof. They more likely to follow your recommendations, because a friend, colleague or family member, has already had a good experience with you. Inviting prospects to events, gives them a good dose of social proof.  They can now see how your happy clients relate to you and talk about you to others. They are now primed for action.

Step 3 : Repeatability 
A clear VP  should make it possible to bring things down to a simple statement, a headline. A headline that represent my VP is – Increase your Revenue by 10X. This short statement reflects my VP effectively by creating clarity and persuasion, making it easy to share (create Buzz) because it is simple and easy to remember.

Another headline I would like to use for my company – Increase Revenue by 10X at the same time reduce Marketing Budget by 40%. Yes, that is possible. Pure clarity, persuasion and buzz material. The headline must always be in terms of what your clients want. What exactly do they want ?  Your website, your LinkedIn headline and profile, a simple, easy–to–share way for them to connect with your VP.

Repeatability is fundamental requirement for effective WoMM and Buzz creation.

Conclusion : 
If you can add these 3 factors to your VP, you will have a WVP (Winning Value Proposition) !!

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