The almighty value proposition. It is an essential building block to developing marketing messaging that get your target audiences to buy. A value proposition describes the bundle of products and services that create value for a particular customer segment. In many cases, companies communicate with several customer groups (or market segments.) Therefore, it is essential to develop a different value proposition when a particular customer group values different aspects of your products and services.
For example, you may be communicating with your dealers and distributors (1 customer group), contractors who install your product (2nd customer group) and consumers who live with your product (3rd customer group.) Each of these have distinctly different needs and care about different aspects of what you offer.
Here is a simple example of a value proposition turned into messaging. Let’s say you have a product that is the strongest and most durable screen door on the market. A message to your end homeowner consumer may be, “The last screen door you will ever have to buy.” The homeowner values the “buy it once and forget it” aspect of your door. The dealer cares more about not having to inventory a whole battalion of screen door options. So, the message to your dealer would be more appropriately articulated as, “The last screen door you will ever have to carry.” The contractor cares about having no call backs and has been replacing storm door glass with screens to accomplish this. The message to him may be articulated as, “The strength of a storm door, now in a screen door.”
Your value propositions may have similar language when describing the essence of why you are different, but it’s important to have done the homework of first understanding your audience. You want to grasp each audience’s specific needs to fine tune your messaging in a way that will get them to buy.
The value propositions for the screen door company in our scenario have similar content, but each is customized to address the intended audience’s different needs. This then drives the direction of the marketing messages.
HOMEOWNERS (Value Proposition) “Magic Screens (fictitious company) is a family owned company that produces screen doors in the USA for over 20 years. For value- conscious homeowners who never want to have to buy another screen door,Magic Screens manufactures the toughest aluminum screen door on the market today. Uniquely, our doors can swing in or out, left or right, are completely customizable to match any style and are powder coated to be virtually maintenance free. We are able to boast a 99.9% satisfaction rating by homeowners and virtually zero call backs with dealers and contractors with whom we work.”
TRADE (Value Proposition) Magic Screens is a family owned company that produces screen doors in the USA for over 20 years. For time short, value conscious dealers who don’t want to have to carry a lot of inventory, we produce the last screen door you will ever have to carry. Magic Screens manufactures the toughest aluminum screen door on the market today. Uniquely, our doors are able to swing in or out, left or right, are completely customizable to match any style and are powder coated to be virtually maintenance free. We are able to boast a 99.9% satisfaction rating by homeowners and virtually zero call backs with current dealers and contractors with whom we work.”
If you would benefit from a fresh look at your value propositions, email me at firstname.lastname@example.org.