Six Steps to Crafting Effective Value Propositions

Author:	Anna Whiting
Published:	September 19, 2012
Ref. Number:	TB047
Pages:	9

The most successful value proposition starts with a customer’s business issue, in their words and from their perspective. It describes a solution to their challenges, the unique benefit and value your solution provides, and the outcome or what they should expect by implementing your offering.

Value propositions should be simple, clear, easy to absorb, adaptable to specific clients or segments, and credible, backed up by proof points. In addition, research is critical to creating value propositions. Only through research can you truly understand target market needs and your company’s differentiators.

ITSMA has developed a six-step process that will help you create outstanding value propositions. It’s hard work, but in the end understanding your audience and being able to clearly articulate why your products, services, and/or solutions are better than the competition’s will be worth it.

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