Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Creating Compelling Value Propositions Can Be Fun

by Barbara Bix  |  
July 14, 2009

A few weeks back, I had the pleasure of watching 50 IEEE CNET consultants help one of their own develop a compelling value proposition. It was really fun. Here's what happened.

I had just presented "Creating a compelling value proposition: Turning your solutions from a 'so what' to a 'must have.'" Then, I announced that we needed a client who wanted to improve his or her value proposition.

This would be his or her opportunity to benefit from the others' advice. The rest of the group would get a chance to use what they had just learned; and I would have the opportunity to see others try to apply the methodology that I had developed to help my clients ensure their marketing messages hit the mark.

Finding clients can be hard

No one volunteered to be the client. Instead, a wise guy in the back of the room said, "That's our perennial problem, we need clients." And in so doing he raised his hand as a qualified prospect.

I invited him to join me at the front of the room to tell us about his business and take a first pass at articulating his value proposition. The others were charged with helping him develop a value proposition that would meet six criteria: It needed to...

  1. Speak to a pressing concern
  2. Focus on a single benefit
  3. Be specific rather than general
  4. Be clear and concise
  5. Create a sense of urgency
  6. Mitigate the buyer's risk

Good value propositions address a pressing problem

Then, the consultation began. The client told us that he developed fully documented software for embedded systems. The group then had a series of discussions and posed questions.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Barbara Bix is managing principal of BB Marketing Plus, where she helps companies enhance their brands by capturing and enhancing the customer experience.

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
5 rating(s)

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!