Know-How Exchange : Strategy

While there is no really simple answer, one way of doing it is to use case studies or references to existing customers.

For instance,
RHC's work with one distributor produced a 53% increase in profits generated.
or
RHC client 1st Distribution generated 15,000 in additional profits last year. Ask us how we can do the same for you.
or
Advertise a worksheet that spells out how to calculate your value. Then offer it as part of the value package.

Measuring value is what i do... contact me via my profile. I would be happy to chat with you.

Frank Hurtte

Instead of solution-based, make the statements benefits-based, targeted for your audience. You won't solve client A's problems the same as client B's, but the reason that client A and client B both chose you is because you understand their "pain". Identify you audience's problem and position yourself as having their solutions.

Frank Hurtte's case studies are great for reinforcing that you are to be trusted and the examples may help them understand how you work in specifics.

I believe the first question you should be asking is: "Do I really need to advertise?"

I am telling you this despite the fact that I don't know what product or service we are talking about.

However it you really need to advertise you must follow a step by step approach:
1 - You must find a common value/concept/feature. Usually if you have a proper branding strategy, your brand should to the trick and solve your advertising problem. You don't use commercial ads, but Institutional ads. You don't advertise products or services, you advertise values. For instance HSBC don't talk about funds, or deposits, or interest rates, they talk about "thinking globally, act locally". You may find lots of similar examples in magazines and newspapers.

2 - Then you allow people to set their own product/service up.
Take Nike or Converse for instance. Their website is worth a visit, since they are examples of what I just wrote here.

Hope I could be of some help.

Best Regards,
António

Good advice above.

Jay hit the nail on the head. Your advertising should be all about the BENEFIT you promise (and then deliver). Advertising is all about the customer's need and how you satisfy it. HOW you do that is your problem, not your customer's problem.

And I definitely agree that a mini-case study in which you focus on the BENEFIT is a great way to make the point. After all, stories are very powerful, and people tend to remember them.

Stephanie

I have done this exercise with large company clients who serve multiple segments with a wide portfolio.

We segment the portfolio and the market segments and make a matrix of which product chunks are purchased by which market segments and focus on the 80% rather than the 20% - i.e. the big pieces of the business.

Then we develop a value proposition per portfolio segment for each market segment. Sometimes this means 10+ value propositions.

We then decide - can these be unified? Depends on the business, but often the value proposition can be generalised slightly to give it broader applicability.

But don't do that if it makes the value proposition general to the point of bland. Bland is bad. Specificity is good, with value propositions.

It's not a problem having multiple VPs. This focuses your message into each target segment.

Hope that helps.

ChrisB