How to create a simple value story that appeals to a specific audience

1. transforming results
Discovering Your Unique
TBC Coaching
Value
“Today you are You, that is
truer than true. There is no
one alive who is Youer than
You”
Dr. Seuss

2. Agenda
What a Value Proposition Is and Isn’t
Discovering your Uniqueness
Communicating Your Uniqueness
Putting Together a Cohesive Story
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3. What a Value Proposition Is and Is Not
What it is not
– An elevator pitch
– A high level statement that appeals to a broad
audience
– Something that makes you sound like everyone else
What it is
– A brief statement that conveys your specific value to a specific
audience
– A statement that differentiates you from everyone else in your
business
– A component of the overall messaging architecture of your
business
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4. Part 1 – Discovering your Uniqueness
The best Value Propositions are discovered – not created
- Ask yourself the following questions:
– How are you different than all of your competitors & how are you the same
– What makes that difference valuable to a specific market segment
– Can you define each of the products and services in a simple way
– Are your differences consistent, repeatable, deliverable within the norms of your
industry
– Can your target market afford your differences or do you need a new business
model to support them
– What are the benefits your customers derive that make you worth the price
– What environments do you communicate into
Examples
“I eliminate chronic pain for patients where traditional treatments have failed
by manipulating connective tissues known as fascia to free impeded muscle
and joint movement.“
"ABC Corp is the premier B2B portal for small businesses looking to grow."
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5. Part 1 – Discovering your Uniqueness (con’t)
The best Value Propositions are discovered – not created
- Research the following:
– Companies in your industry and others that are successful
– Ask your clients what they want
– Study your past client interactions for trends
– Who is your audience
– How can you make your target client’s life easier
- What are your Key Value Communications Ingredients?
- Customers references
- Industry Awards
- Demos
- White Papers
- Blogs
- Competitive Information
- Methodologies
- Guarantees
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6. Pt 2 Communicating Your Uniqueness - Creating a Value “Story”
A good Story Like a Good Recipe starts with quality ingredients
Also like a recipe, you can mix up the ingredients to produce a different
outcome (different value proposition)
Quality
Reputation Price
for service
Guarantee Customer Ref = Value Story
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7. Pt 2 Communicating Your Uniqueness - Creating a Value “Story”
Ingredients Audience Attributes Create Story Test Story
Monetary Focus Based on the attributes of Check for credibility
Service Price sensitive the audience you are
Check for strength
Affluent communicating to –
against competition
Value Conscious assemble your ingredients
Guarantee to create a story that Check for relevance
Demographic Focus
speaks specifically to with target audience
Age Group
them!
Location Modify as necessary
Price Gender
Reuse in print, verbal,
Business or Consumer
web and other
Buying drivers messaging media
Quality Compliance
Specific need
Prestige
Specific Want
Awards
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8. Pt 2 Communicating Your Uniqueness - Creating a Value “Story”
Ingredients Audience Attributes Create Story Test Story
Monetary Focus I eliminate chronic pain Test on current
Unique Will pay whatever it takes for patients patients
Service
on top of insurance to not where traditional
Check against
have pain treatments have failed
Proven competitions messages
by manipulating the
Results Demographic Focus
connective tissues known Test market it to target
Middle age men and women
as fascia to free audience (pain clinic
Buying drivers impeded muscle and joint patients)
Affordable
Need to eliminate debilitating movement.
pain Modify as necessary
Impaired quality of life due to Reuse in print, verbal,
Success
where others chronic pain web and other
have failed
messaging media
Prestigious
Affiliation Real example from a Chiropractor. This represents one
specific message in his overall pain elimination
messaging.
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9. Part 2 – Communicating your Uniqueness
The best Value Propositions are discovered – not created
• Why should my ideal prospect buy from me instead of my
competitor?
• Refine the value prop until you can say it in a single, credible
sentence.
• If you only had 10 words to describe your value – what would they
be?
• Write several versions of your value prop and test them. (with
friends, family, good clients, focus groups, etc.)
• Write a value proposition for each of your offerings specific to the
audience that you want to buy it.
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10. Part 3 – Putting Together a Cohesive Story
Thrive - Don’t just survive
1. Focus on Value 1. Exploit Opportunities 3. Act with Speed
1. Do more with less 1. Capture Share 1. Manage change
• Cut costs • Disrupt weaker • Overcome the “change
strategically competitors gap”
• Conserve working • Focus on growth 2. Empower leaders
capital markets
• Establish strong,
• Protect cash • Acquire bargain priced
aligned leadership
reserves assets
• Communicate strategy
2. Focus on the core 2. Build Future Capabilities
clearly & often
• Create value for • Protect and acquire
clients critical talent 3. Manage Risk
• Reduce non-core • Establish corporate • Reduce risk and
costs infrastructure for increase transparency
• Shift from fixed to growth • Reduce complexity
variable costs. • Invest in innovation
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11. Have Questions ?
Email :
Jalvilhiera@transformationalbizcoach.com
or call
678-369-4127
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