Keys to creating a winning Customer Value Proposition

Keys to creating a winning

Customer Value Proposition

Synergize the following three considerations:
great solution, fair price, and emotional benefits

Keep questioning your customer-success strategies and asking yourself:

What makes people buy?

How could you get more of them to purchase from you now?

How could you make your marketing strategies work better?

Love for customers is the springhead of the cascade of innovations and the river of revenues.

~ Vadim Kotelnikov

Adaptive Strategy (Yin): Take the hopes, dreams, fears and desires that already exist in the hearts of people, and focus them on your product.

Proactive Strategy (Yang): Create a new customer need or desire, and offer your product as the best solution.

Three Generic Value Propositions

According to Treacy & Wiersma, the Three Value Disciplines are:

① The best total cost (best price, good service)

② The best product (best performance)

③ The best solution (best fit, tailored)

The trick is to excel in one area while maintaining acceptable levels in the others.

Marketing Rainbow inspirational rapid-learning course VadiK

From Value System To Direct Desires

It's not enough to simply be liked by potential buyers. You also need to be highly remarkable and memorable.

~ Vadim Kotelnikov

Differentiation is about setting your company, product, or service apart. It distinguishes your brand from all others.

And remember, your value proposition is differentiated not when you understand the difference, but when your potential buyers understand it.

People do what they desire to do. Our values – especially subconscious ones – define our actions. If your target customers value and desire what you have, they will trade you their money for your product. All you need to do in your marketing efforts is tap into a value system with a message that stirs the emotions.

Important: keep cultural differences into account.

The purpose of your marketing efforts is to direct desires that are rooted in six universal values − knowledge, money, self-realization, love, power, and order.

Effective marketing targets the corollary emotions that run as conduits from these mission control centers, and thus gets an instant access into a person’s subconscious mind. The subconscious mind, in turn, compels the conscious mind to buy.

Customer Value Proposition

Sell Dreams and Emotional Benefits

USP

Coaching by Example

Mission-driven Innovator

The Role of Business Design
The delivery of the customer value proposition relies on a business design, which uses key business processes to harness the distinctive capabilities, competences and resources of your firm to deliver superior value to relevant markets. Inspired by design thinking, customer value propositions and business designs compete and collaborate for customers, resources, infrastructures and skills on strategic landscapes.

Business Design
Holistic Business Design of Innompic Games
Strengthen Your Business Design by playing InnoBall simulation Game

Use metaphors. Metaphors that inspire 'Aha!' moments instantly are important parts of marketing communication. Metaphors help a sender to make a message more colorful and easier to understand and visualize. Metaphors make the receivers' thinking more intuitive by invoking an imaginary example of something they are familiar with.

Logo with Deep Sense
A logo with deep sense is a remarkable component of higher-level marketing, value proposition, and brand appeal. The meaning behind your logo informs the audience of what your brand is all about... More

Examples of Logos with Deep Sense
KoRe e-Coach
ESG ▪ UTM

Selling to Intuiters, Sensors, Thinkers, and Feelers
Intuiters are tend to look at the big picture and avoid the details. They are very interested in the possibility of what's coming next. This is why this type of person would be receptive to a differentiation strategy based on your product being the next generation in its category... More

Buyers of Innovative Products
Enthusiast Customers
Icebreaking Marketing

Make the Buying Process Fun

Love for Customers differentiation strategy quotes VadiK

Why will people buy from you if they don't enjoy the buying process? Making what you have to sell fun to buy can be the bridge from wanting to buy to actually making a purchase. If you can make you prospective customers dream about how much better their lives will be and let them experience it, they will enjoy buying from you.

Slides

Marketing Rainbow

Notes