Revisit your value props

For the past 10+ years, I have been involved in developing the key product messaging, brand positioning and value propositions for a variety of solutions and companies. Often, we would go into conference rooms and brainstorm. And often, we would come out with great ideas, tag lines, positioning statements and such. Most of the time, these results were very good.

But time passes. Your value prop for 2008 likely doesn’t work in 2010. If you have any messaging, value props or branding that has been around for a few years, you need to re-visit them. The world has changed.

Begin by starting a listening tour of your existing customers. Learn everything you can

  • What motivates them?
  • How do they make decisions?
  • Where do they get information?
  • What are their top priorities?
  • What are the trends and issues in their industry?
  • What industry groups do they belong to?
  • What bloggers influence them?

Once you have a deeper understanding of what drives them in today’s market, start working on redoing your value props, positioning, branding, etc. Explain clearly how your product and/or service can help them achieve results — specific and measurable.

A deep understanding of prospective customers and a strong and clear value proposition. That’s the foundation on which a successful business can be built.


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