Recently in Writing the Value Proposition Category

“There's no correlation between how good your idea is and how likely your organization will be to embrace it.

Seth Godin

Tomorrow’s online ideas – today.
Find a fresher online idea for your business elsewhere and we’ll improve it.

The new Netregistry value proposition.

We were happy. The bosses were happy. Everyone had signed off.

But we knew for the value proposition to work, the whole company had to be behind it.

A value proposition defines a company. It informs the way we communicate, the way we design products and services, the way the company grows. It provides direction and focus to all business activities. Therefore, the staff needed to buy into the mantra.

“Communication is about getting others to adopt your point of view, to help them understand why you’re excited (or sad, or optimistic or whatever else you are.) If all you want to do is create a file of facts and figures, then cancel the meeting and send in a report..”

Seth Godin

If you read the previous articles in this series, you will know how the marketing team at Netregistry had come up with a structure and message for a new value proposition.

Now the specific language became an issue, as each word was scrutinised, fretted over, debated, put in, taken out and put in again, in a torturous process of drafting and rewriting.

“Without a specific reason for the consumer to behave, without a reward or benefit, the overwhelmed consumer will refuse.”

Seth Godin

The first two articles in this series, Customer Perception and A Point of Difference, covered the process I went through with the Netregistry marketing department to establish the core ingredients to be included in their new value proposition.

Now with a clear picture of how we wanted to be perceived (a thought leader, a partner) and with a quality that separates us from the competition (first with online business ideas), we were nearly ready to construct the final value proposition.

“Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency. “

Seth Godin

To fully understand the power of a value proposition, you need to grasp the secret to success in a competitive market. Want to learn the secret? Read on.

If you read the first article in this series, you’ll remember it finished with me staring at a blank screen, with pages of notes, trying to craft a short, snappy value proposition. If you haven’t read it, it’s right here. Go on, I’ll just be killing time till you get back.

Read it? With me so far? Good.