CreatingaValueProposition如何创造价值主张.docx

Creating a Value PropositionCommunicating the Benefits of Your Product, Service or Idea, Simply and ClearlyMessages must be consistent.Imagine a world where everyone is in sales. Well, the fact is, everyone is in sales, in some fashion. Its not just the salesman at the car lot or computer reseller who qualifies: Maybe you are trying to sell your spouse your ideas for the next holiday; Maybe youre pitching a new project to your boss; Maybe you are headhunting someone to join your firm. Its all selling, and, whatever your offer (product, idea, project or job) its important to have a really strong value proposition.A value proposition is a short statement that clearly communicates the benefits that your potential client gets by using your product, service or idea. It boils down all the complexity of your sales pitch into something that your client can easily grasp and remember.It needs to be very specific: Simply describing the features or capabilities of your offer is not enough. Your value proposition must focus closely on what your customer really wants and values. Your customer wants to solve problems, to improve on existing solutions, to have a better life, build a better business or do more, better, faster. and so on.Creating a value proposition is a useful marketing technique that had wider application than product marketing. Whatever you are selling and to whom, a value proposition is useful, if not essential, tool. Whether your customers are external customers, employees, co-workers or even your family, the idea is to help them see the specific value your offer brings to them. And by doing so, you will grab their attention in such a way that they know: Yes, thats right for me.Creating a Great Value PropositionWhy should I buy this specific product or idea? asks your customer: And your value proposition must answer this, in a compelling way. In creating a good value proposition, the trick is to know your product or idea well, know how it compares with those of