1.
Value Proposition Design –
Communicating Your Value Through
Digital Media
Enterprise University Course 236
Spring 2017 – Ed Mayuga

2.
How many of you have been in my
class before?
You will recall that I have spoken about social
media and content marketing in the past.

3.
There is need to discuss how to
generate content to market to and
persuade an audience.

4.
Are you currently creating online
content but feel that there is room for
improvement?

5.
At the end of today’s course, you will
understand how to use content marketing
to persuade.

6.
Use Value Proposition Design to
author content for the audience to
know, like, and trust you!

7.
The Art of Persuasion

8.
Who do we tend to listen to? The
Influencer / Maven / Insider

9.
We seek the inside
scoop on where to save
money, solve a problem,
get a deal etc.

10.
What is the first thing you do
when you need a product or
service? You Google it.

11.
We look for the information on the
first page of Google results, social
media, or

12.
We want referrals from a trusted
source, someone with credibility, an
Influencer / Maven / Insider

13.
We look for “social proof”

14.
We ask our friends or family for
referrals

15.
Then, we may go to online sources for
validation – i.e. Forums, groups, clubs etc.

16.
We look for online reviews – Amazon,
Yelp, etc.

17.
How does someone
become an Influencer?

18.
Asks the same questions
as you, but goes further
and shares that
knowledge online.

19.
Lets people know that
what mistakes they
have made as well

20.
Being authentic online translates into
trust, which gives you influence!

21.
Persuasion is a Process.
It is Marketing.

22.
Persuasion is when You
persuade someone to do
something. (Marketing)

23.
The Art of
Convincing, on
the other hand,
is when you
convince
someone of
something.
(Sales)

24.
You need to understand their needs –
PAINS vs. GAINS

25.
Speak in the affirmative – let your audience
know you have their best interests in mind

26.
Be frequent and consistent with authoring
and posting information online

27.
Public relations are Earned Media, which
persuades through building trust and
credibility

28.
PR has more impact than paid
advertising because it’s harder to obtain

29.
PR takes 2, 3, or 4 calendar quarters to
take effect, but is effective at
generating sales

30.
If you want to find out more, check
our Ann Marie’s EU Course 205: Public
Relations 101

31.
Building an Audience

32.
You can evoke an emotional response by
demonstrating that you care about their
problems

33.
Testimonials and LinkedIn
Recommendations - You have an
audience that can vouch for you

34.
People can Google your name and find
out what you know and discover
content that you share

35.
BUT, in order to persuade effectively,
your audience needs to be engaged

36.
People have to know you

37.
Are you a thought leader?

38.
Are you responsive to online inquiries
and comments?

39.
Locally, does your audience see you on
STLToday or the…

40.
People have to like you

41.
How do you know that people like you?
Have you asked your inner circle?

42.
Are you easy to talk to and
approachable in public?

43.
Philanthropy and charity

44.
People have to trust you

45.
Is the product or service that you are
marketing reliable and a good value? Why?

46.
Do you back up your product or
service claims with your reputation?

47.
Do what you say and say what you do!

48.
Value Proposition Design

49.
Let’s pretend you are going to sell to
these celebrities…

50.
Let’s Work on Your Value Proposition
Canvas!

51.
Look at the
Handouts

52.
Let’s start with the Customer Profile
first

53.
Then we’ll transition to the Value Proposition

54.
Who would like to share their Value
Proposition Canvas?

55.
Tell us about
your product
or service,
then your
Customer’s
Jobs

56.
What is your biggest challenge?

57.
Feedback from the audience?

58.
Pain Relievers and Gain Creators

59.
Do your Pain Relievers match the
Customer Pains?

60.
What type of content/posts do you think
that your potential clients would like to see?

61.
Don’t confuse your Product/Service
with Gain Creators

62.
How do you receive customer
feedback? I.e. Survey Monkey, client
interviews etc.

63.
Do your Gain Creators match the
Customer Gains?

64.
Let’s look at the positives that your
Product/Service provide

65.
Is there a correlation between
Customer Pains/Pain Relievers?

66.
Is there a correlation between
Customer Gains/Gain Creators?

67.
Does your product or
service match the
Customer’s Job?

68.
What features/benefits
would your potential
clients want to see?

69.
What additional benefits would
your existing clients want to see?

70.
Don’t confuse a
product/service
feature with a Pain
Reliever/Gain
Creator

71.
How do we apply the Value Proposition
Canvas to Content Marketing?

72.
Sharing your knowledge

73.
Long-form - an online article or white
paper that demonstrates your thought
leadership

74.
Short-form – Facebook posts, Tweets, or
short blog entries to do the same thing

75.
Case-studies – real-life examples of how
your product or service has helped your
customers

76.
Promoting Pain Relievers and Gain
Creators

77.
Where is your audience?

78.
What is a simple social media post you can
create today to promote these benefits?

79.
Current marketing materials - Are you
promoting Pain Relievers and Gain Creators?

80.
Content Marketing Acronyms – WIIFM,
TOMA, and FOMO

81.
WIIFM – What’s in It for Me?

82.
TOMA – Top of Mind Awareness

83.
Through Social Networks and Digital Media

84.
Persuasion through Social Media

85.
Facebook / Instagram

86.
User generated content – Keep in mind
it is a “social” media site

87.
Excellent for B2B marketing

88.
Your posts appear on the Wall, similar
to Facebook

89.
Excellent tools for lead generation

90.
Website / Blogging

91.
Don’t build your brand on rented ground!
Use a self-hosted website (Owned Media)

92.
Content Management System (CMS)

93.
If you blog, you can easily share that
information through social media

94.
Earned Media – Relationships with Industry
Bloggers, Journalists, and Influencers

95.
Enhances your
reputation as
an Influencer
and thought
leader

96.
Gives you credibility and TOMA

97.
A Google search for your name will list
press releases and news

98.
Earned Media placements are hard to
obtain, but are extremely valuable

99.
Lives on the Web indefinitely

100.
Placements Local, Regional, National,
and Trade Press

101.
Can be used in marketing materials

102.
Affirmation from the reporter and
publication

103.
Reporters have a story to tell

104.
Media relations will position
you as an expert

105.
Articles are shared on social media by
the author and publication

106.
Paid Media

107.
Pay Per Click -
Show up on the
first page of search
results

108.
Provides data that can help you with
content authoring

109.
Craft sales messages in-
line with Facebook content

110.
Sponsored Posts

111.
Remarketing - Ads that follow you
around your Facebook feed

112.
Generate your email marketing list

113.
Capture emails on your offer pages

114.
Increases qualified leads in your email
marketing database

115.
Convert leads into buyers
with special offers for insiders

116.
In Conclusion – What We Discussed
Today…