What are the keys to developing a value proposition that provides real value to your customers? Read on to discover more.

1. How To Create An
Effective Value Proposition

2. The art of running a
successful business is a
customer-satisfying
process, not a goods-
producing process.

3. That is why you need to
constantly find ways to delight
your customers and never
forget: with so much
competition, markets are
driven by choice.

4. Companies that do not stand
out and delight their
customers will get lost in the
crowd.

5. The first thing you must do is
to find out which needs to
cater to: Nobody needs a
washing machine, they want
clean clothes.

6. So, you need to rise above
the product and what it does
and instead focus on what
benefits it brings to your
customers.

7. This is an important part of
your value proposition that
must describe:
1) How you deliver value
2) How your customers
benefit from that value.

8. The value proposition is
made up of 3 key criteria, &
when constructing your value
proposition, it is useful to
think of a three-legged stool

9. It is in itself wobbly, but what
happens if you remove one
leg? The stool tips over. It is
the same with value
propositions.

10. Therefore, your value
proposition has to meet the
following three criteria:

11. 1. Resonance: Customers must
have a real need for the product

12. 2. Differentiation: Customers should find
it difficult to substitute the product

13. 3. Substance: Customers must believe
that the product lives up to its promises

14. No resonance: If the product is not
perceived to solve a real need, then there
are no customers.

15. No differentiation: If the product is
perceived as a “me too” product, you will
end up competing on price.

16. No substance: If the customers are
unsure whether the product lives up to
what it has promised, they will choose
another supplier.

17. Let’s assume you have a strong value
proposition and are successful in
attracting customers. What do you do
to keep them?

18. Many businesses believe that in order to
increase loyalty, they must exceed their
customers´ expectations. However, it is
often both very difficult and expensive
to accomplish this.

19. In fact, research has shown that the
impact on loyalty is very small.

20. Instead, the best way to keep your
customers coming back is to simply
live up to their expectations in terms
of what you deliver (your products and
services)...

21. ...and to make doing business with
you easy and uncomplicated.

22. That is a true loyalty driver, so
making it easy to do business with you
must be a fundamental part of your
business plan, as this will delight your
customers.

23. For further insight please download our
free Mission to Mars whitepaper by
clicking below:
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