One of the most important and yet one of the most badly carried out tasks by business to business marketers is the development of a good customer value proposition.
The term customer value proposition or CVP is one of those dreadful inventions of the last decade. In the past we had products and services with unique selling propositions or USPs but that didn’t seem to be simple enough for our developing profession.
The problem with customer value propositions is that most people can’t help themselves when they create them. They feel honour bound to list each and every feature and benefit of the offer and, as a result, they weaken the appeal to the person they are aimed at. Instead of the proposition being clear, it becomes fuzzy and listless. Too many features and benefits are too much for recipients to cope with.
What has happened to the big hairy idea — the single proposition that makes an offer different, desirable and defensible? We at B2B Comms can help you how to create an elevator pitch (a CVP by any other name) and instead of using the three Ds (distinctive, desirable and defensible) , we use the 5 Ps (pain, premise, people, proof and purpose). Arguably it is a more complicated version of the “3 D formula” but we can guide you all the way.
Brand2Brand Communications
"Your Brands, Our Passion"
b2bcomms@africamail.com
