Messen Sie die Kraft Ihres Nutzenversprechens

Ahhhhhh, Fall. There’s a chill in the air. Football is back. And, if you’re a marketer, it’s time once again for MarketingSherpa’s annual B2B Summit, currently happening in Boston, and soon to invade San Francisco.

We’re live onsite, and Dr. Flint McGlaughlin, Managing Director and CEO, MECLABS, opened the proceedings this morning by teaching this enthusiastic audience that most marketers can’t even define “value proposition,” much less tell you their own. Dr. McGlaughlin was out to change this, by helping the audience define the very questions necessary to establish a strong value prop, and differentiate them from competitors.

The fourth step of Dr. McGlaughlin’s six-step process involves a strategic checkpoint in which you measure the potential force of your value proposition(s).

As Dr. McGlaughlin has taught before, “clarity trumps persuasion.” This applies particularly well to value proposition, as we learned value propositions are discovered, not determined. They don’t come about from something that is predetermined; they grow out of what you are as a company or product. This sincerity needs to come through in a value proposition.