Just discovered Distinktiv’s Countdown to Christmas and want to catch up? Well here’s tips 8 to 14. Read last week’s blog for tips 1 to 7.
8# YOU’RE HELPING THEM MAKE A HOLE NOT SELLING A DRILL. BUILDING A VALUE PROPOSITION - JOBS
First, revisit your ideal client:
What key jobs are they trying to do that they would turn to a business like yours for help with? Think about it in terms of needing a hole not a drill / need more confidence not simply a haircut. This will help broaden your thinking.
Consider their journey when it comes to buying or using your product or service to accomplish those jobs. Is there anything that neither you nor your competitors are currently doing?
‘Jobs’ – reference www.strategyzer.com
9# WHAT SUCCESS LOOKS LIKE IN TERMS OF GETTING THE JOB DONE - GAINS
Once you have listed your jobs, focus on your top 3 and consider what success would look like in terms of getting that job done. What would delight your ideal client?
Using the hairdresser job example of building confidence – I want a hairdresser I trust who knows my hair and understands my style so much that they can suggest and create a look that I haven’t even considered.
‘Gains’ – reference www.strategyzer.com
10# PAINS WHAT ARE THE CURRENT CHALLENGES IN GETTING THE JOB DONE - PAINS
Think about the things your ideal client would see as challenges in getting the job done. Think wider than your own business. Think more generally. Think about your competitors.
Taking the hairdresser example, it could be booking an appointment – a clunky online booking system, or it's difficult to get through on the phone. Things that could typically put off a client from using or recommending a hairdressers to others even if they are being wowed once they have an appointment.
Have a go at applying this to your business.
‘Pains’ – reference www.strategyzer.com
11# GAIN CREATORS –WHAT YOU COULD DO OR OFFER TO HELP CREATE THOSE GAINS
Think about the features of your product and or service. Are you offering something that helps your ideal client accomplish the jobs you listed earlier in a way that wows them? If not, what could you be doing? That’s better than your competitors?
‘Gain Creators’ – reference www.strategyzer.com
12 # PAIN RELIEVERS - THINGS THAT YOU COULD OFFER TO HELP RELEIVE THOSE PAINS
Think about your product or service features again and the jobs your ideal client is trying to accomplish. Are you making it difficult for them to access or purchase what you sell? What could you be doing to make things easier? That your competitors aren’t doing?
‘Pain Relievers’ – reference www.strategyzer.com
13# VALUE PROPOSITION MODELS AND TEMPLATES – WHICH ONES SHOULD YOU USE?
Over the years, I have come across several. The one by Strategyzer in my opinion is the most intuitive. Watch the video for some tips from the Strategyzer team on how to use it.
I recommend printing off a copy of the Value Proposition Canvas from the Strategyzer website, grab some post it notes and play around with the lists you have created from the previous emails.
13 is unlucky for some but not here, as you get a bonus tip - you mustn’t forget to test your value proposition. This article has some great ideas.
14# THE VALUE PROPOSITION STATEMENT – WHAT ACTUALLY IS IT?
A value proposition statement communicates the essence of how you deliver value to your ideal client – what should run through everything you do when it comes to your services, strategic alliances and marketing. The value proposition statement can double up as a strapline but it doesn’t have to, nor is it always appropriate – say if you work internationally it might not translate into all the language of the markets you operate in.
As an example, Lego’s value proposition statement is ‘good quality play’, although they use the term ‘philosophy’ rather than ‘value proposition statement’. ‘Good quality play runs through everything they do from product development to how they take their products to market. Lego doesn’t use this as their strapline.
Read more about the Lego example.