All good content and launches start at their core with a definition of what the product or service is and what it does.
Compelling messages include the value proposition from the customer's perspective. Why does the product or service described in the "what it does" message provide a benefit the customer. What is in it for them? Why should they spare their time to consider it? Why should they use this and replace the product they already use?
Oftentimes you can create this persuasive messaging by including comparisons to existing solutions or market leaders. Demonstrate your value proposition and tell your customer why your product or service is better than your competitors' service. Prove that your benefits and claims are superior. Back this up with customer endorsements where possible.
Integrate this value into your external messaging and embed this messaging into your onsite content. Give customers step by step reasons for your benefits. Develop these messages into your scripts for your call centers, selling scripts for your field sales teams, and promotions for your channels.
A clear value proposition is a winning strategy and always required for success.
This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.
Phil Gibson ©2016