Your Six Point Checklist For Differentiation
and Positioning Success

How to Create a Dazzling Marketing Message

Creating your value proposition can't be too hard - right? After all, your differentiation and positioning should be obvious because you have a great product. But what about the implicit differentiation? What does your brand say?

Your value to customers is based on how they perceive your company. This creates your branding. So why not control it!

Build Your Brand

Before we jump into the checklist below, let's define value. A basic definition is that it is what customers are willing to pay extra for. At the end of the day, it's the reason why your customers buy from you instead of from your competitors.

The importance of this is worth considering. Your value is more than features and benefits. Since your ultimate goal is to create lifelong relationships with customers, this idea needs to part of the value equation. The only question is how much of this value-add do you, or can you, incorporate into a compelling value proposition statement?

In another article I discuss implicit differentiation and viewing your business from the customer's perspective. Having a focus on great customer experiences is a wonderful way to prove that have added value, and improve your differentiation and positioning.

Checklist For Building a Compelling Value Proposition

Value propositions are about impact. Compelling value propositions are all about smacking your potential customer right between the eyes with a WOW so they say ‘I must have that'.

The only way that's going to happen is if the benefits you claim to deliver clearly outweigh the costs and risk to the person making the decision. Your differentiation and positioning then rings true in your customer's mind.

Several things fall out of this. Knowing this will help you to focus on creating a marketing message using the SUDS Messaging Formula that positions your company and solutions properly. But remember, it's all from the prospective of your target market – the person who will buy your offering, what they think about your differentiation and positioning.

If your prospective market segment doesn't see the WOW, either your product does not offer (enough) value and doesn't address their true pain points, or you haven't done a good job of putting in all into plain words as to why it is in fact so great.

Creating a value proposition is critical for you success – consider this an investment in your future. The best way for you to approach this is to ask yourself some honest and soul-searching questions.

  1. What problems are your target audience really trying to solve? Not what you think, but what they think. They will ask themselves "what's in it for me". It's all about how they view their world and what's important to them;
  2. How do your customers measure value? How do they perceive risks? This is where the rubber meets the road;
  3. What core benefits do you offer that cuts across all potential customers in your target market? Clearly define the benefits you consistently deliver to every customer. For now, leave out a benefit that only a sub-segment finds important:
  4. Can you deliver a solution that is different from and better than your competitors? Get specific by describing how your value uniquely helps customers to improve their business in very clear-cut terms. If possible, have a quantifiable outcome – expressed in dollars or a percentage. Say why these are better than they can get with your competition. This is your differentiation and positioning;
  5. What are the real costs to the user of not acting now and sticking with what they are doing today? This is the opposite of the quantifiable outcome above. Include the pain points you address and any risks to them that you mitigate. Consider all of the hard and soft costs your customer might avoid by using your product or service – support, training, additional personnel, space in the building, disruption to their business operations, financing, extra batteries, and so on. Show them how your value outweighs these in terms of money, time, or simply a painful problem solved;
  6. Do you include or are you willing to offer the additional items or services that customers need to complete your solution? If you don't, perhaps because of your focus or resources prevents it, then consider forming a relationship with a partner that can.

Take the answers and begin creating a value proposition and core marketing message that makes sense for your audience. Tell your customers what your company will deliver to them and the results they can expect to see. The benefits to you and your company will be huge.

You are well on your way to creating a value proposition statement with a powerful message. Put it all together with the Value Proposition Formula using the SUDS method and your sales will soar. Also, check out how you can build a value-added company with implicit differentiation that focuses on great customer experiences.


Other Related Articles You'll Enjoy:

The SUDS Messaging Formula lays out all the elements that a great core marketing message needs to have. 

Build a powerful value proposition into your story. Product and service differentiation is just part of the picture.

The keys to marketing are all about planning, connecting, selling, and then repeating the process. These are the 7 traits of a successful marketing effort.

Time is Money. Stop Talking. Go-To-Market. 7 rules that will move you to an action marketing plan.

You only have seconds to get people to care about you and your business. Here’s how to create an effective business introduction that works! 

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