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Retooling Your Offer: The Buyer’s Perspective

In a buyer-focused value proposition, your Offer Statement is the logical extension of the Buyer Objective Statement (our previous article). Based on research and experience over […]

Watch Your Language with Your Buyers

Buying decisions, even in the most antiseptic of business transactions, are still handled by humans. Therefore, the negotiations around buying & selling anything have […]

Getting Closer to your Target Buyers

We know that one size does not fit all, in anything, ever. So, it stands to reason that if your value proposition is focused […]

The Power of Buyer Relevance

Understanding that your value proposition must be relevant to your buyers’ needs is a long way from actually creating a value proposition that fulfills all the needs […]

Your Value Prop Needs a Platform

Most of us experience a value prop as essentially a tagline or an elevator pitch. Short, sweet, to the point. Because that is our […]

Is Your Value Proposition a Cure for Insomnia?

Throughout my career in marketing and sales, I have spent considerable time trying to craft messaging that would appeal to targeted audiences, both internal […]

What Flavor of Value Proposition is best?

When many people think value proposition, they think oh, that’s easy. You pick some target audiences, then start writing about features and benefits. And […]

Here’s the Value Prop – Now Go Talk to Prospects!

In businesses around the globe, marketers are feverishly working on creating value propositions that positively impact the sales process. But how well have we […]

Inside-Out or Outside-In

When you have studied the number of value propositions that I have, some common issues seem to play over and over. The sad fact […]