Read previous article in this series:
- How to Build Superior Value Proposition – Part 1: The Basics of Superior Value Proposition
- How to Build Superior Value Proposition – Part 2: Steps to Build Superior Value Proposition
In the previous two parts of this series of articles about building superior value proposition we explained what is a superior value proposition and make some steps in building superior value for us as entrepreneurs, for our business and for our products and services. Now is time to spread the information about our superior value.
This is one of the most important steps in building superior value proposition because without spreading the word of your superior value your efforts for building superior value will be for nothing. You can build really superior value but if your current customers and potential customers don’t know about that they will not pay more for your products or services and also potential customers will not come to buy from your business.
In this part, our purpose is to find the possible ways to spread out messages for our superior value to our current customers and potential customers that will make a difference between us and our competitors. There are many ways to do this and there are not limits in our creativity about spreading the message about our superior value. Now when we have superior value, we must use every possible way to spread that message.
You can read that value proposition is written statement about core values that business has. But, I think that value proposition doesn’t must be only written material. This can be audio material or word of mouth. Furthermore, superior value can be spread in the form of video material that will have pictures, written words and audio words.
As you can see the most important parts about proposition part of building your superior value proposition is to develop the following things:
- Content of message
- Form of message and
- Distribution channel of the messages.
Content of Messages
Content of the messages for superior value depend on the form of the messages. If you want to spread message through some written materials it must be short in one to two sentences where will be displayed most important parts for your superior value. When I say most important parts I don’t think about most important parts for you, but most important parts for your current and potential customers. When you use another format, for example, YouTube video you will have 10 minutes to show your superior value to the current and potential customers.
However, something that is most important and must be obtained into messages is:
- Problem. Describe the problems that your customers have. These are the problems that we look in the previous post about steps for building superior value – first and second step. Furthermore, it is important to include problems that have the biggest influence on customers. This means that you will talk about most desirable problems that your current and potential customers have. These are the problems that they really passionately want the solution.
- Solution. Tell something about your solutions for their problems. You are here to solve their problems. Tell how you can solve their problems or how many times you have solved such a problem.
- Value. This is most important part of the content of a message. In this part, you must describe the value of this solution from the customer’s perspective not from your perspective.
Think about all three elements and play with the words. Make as much as possible superior value propositions that you can use in different formats and different media for distribution.
Form of the Message
When we talk about form of the messages my suggestion is to use each possible that you can use. Don’t limit only on written messages. I want also to note that there can be messages without form that is a matter of the subject here. These are messages that is spread from your customers as word of mouth messages. You cannot make nothing here, but if you have superior value these messages can be most powerful and the best spreading method. You can only motivate your customers to include in your campaign about a superior value.
The form of the message can be as following:
- Written form. These are messages that you can use in your marketing materials as business cards, brochures, flyers and each printed medium that you use. But, also written form of messages can be spread with different social media as a Twitter and Facebook.
- Audio form. These are messages that can be recorded and spread with different distribution media as a radio, CD, internet and so on.
- Video form. These are messages that can be recorded and spread as TV ads, YouTube video and so on.
Distribution Channels
Some of the channels of distribution of the messages we already noted in the previous paragraphs. As we say for the message forms that you must use every possible form, here will be the same. There are too many possibilities that you must use to spread your message about your superior value. Distribution channels are all possible means that can distribute your message. You can use postmen to spread your letters with written messages, or you can use a phone to call current or potential customers. You can use e-mail to send electronically messages, or you can use a blog to write about your superior values. As you can see the possibilities is really unlimited. Use your creativity and send messages. Let’s see some of the distribution channels that can be used for this purpose:
You can use traditional marketing efforts as a letters, phones, fax, business cards, brochure, flyers and so on.
You can use video social media to send your message – YouTube, Viddler, Blip… Everyday there is shared different type of video materials and if the video has value then it can be distributed to the millions of people. Furthermore, here are social networks as a Twitter and Facebook were easily can be distributed every type of message to the millions of people there. You can use your business blog and there can write about your superior value.
Don’t focus only on one distribution channels, using different option your message will touch more potential customers. Furthermore, you can use informal language in the social media to spread your message.
Now when we know what is a superior value proposition, how to build superior value and how to spread message about our superior value its time to experience rewards from our efforts. Next part is about:
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