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Online Course: Value Proposition Development

Value Proposition Development — Building your Foundation

Grow your market share by learning how to craft and express a unique value proposition that resonates with your ideal customer(s)

The most efficient way to grow your sales is by converting more of the prospects you already have in your pipeline. In most cases, businesses don't dominate market segments because they have superior products or services, but because they know how to clearly communicate an effective value proposition to the appropriate customer segments at the right times.

During the course you'll learn proven techniques you can immediately implement, including:

  • How to identify and articulate a value proposition as well as its three derivatives
  • How to adjust the four elements of force to maximize the impact and effectiveness of your value proposition on a prospect
  • How to infuse your value proposition into all of your marketing collateral for continuity and congruency

Your Value Proposition affects everything you do in marketing

The heart of business is the transaction. The transaction is a direct result of an effective value proposition. An understanding of why customers say “yes” to your offer is essential to an effective value proposition.

Your value proposition is the reason "WHY" your ideal prospect should buy from you rather than any of your competitors. If your value proposition is unknown or unclear, you are missing opportunities because prospects are naturally attracted to the choices that provide the most value. Your competitors may be doing a better job at communicating value to the marketplace. An understanding of value proposition can help strengthen your sales funnel and plug the "holes" where you are currently losing prospects.

Course Details – What to Expect

Session 1 – What is a Value Proposition?
A definition of value proposition and insight into our research of the concept. We look at the underlying theory and framework you and everyone on your team needs to understand.

Session 2 – What Determines the Force of a Value Proposition?
We discuss how to measure and adjust the four factors that determine the actual effectiveness of your value proposition.

Session 3 – How to Craft Your Value Proposition
We teach you a step-by-step process on how to craft your own value proposition using the same methods we use to help our research partners (Encyclopedia Britannica, Bank of America, etc.).

Session 4 – How to Apply Your Value Proposition
We explain how to take everything you've learned in previous sessions and apply it to your own marketing collateral (webpages, brochures, TV and radio commercials, etc.).

This course is based on findings obtained through 15 years of research and scientific testing including more than 10,000 pages/paths and 1 billion emails

Our team conducted extensive research on value communication theories, with some articles dating back more than 100 years. In addition to reviewing more than 1,100 academic articles regarding competitive advantage, differentiation, unique selling points, and value proposition, we’ve analyzed claims and theories from some of the best minds ever on the subject, including:

  • Michael Lanning
  • Rosser Reeves
  • David Ogilvy
  • Claude C. Hopkins
  • Walter Scott
  • Daniel Starch
  • Michael Porter
  • Philip Kotler

From our research, we formulated and tested a number of different hypotheses relating to the individual effects of a value proposition on the likelihood of a prospect to convert. In doing so, we determined the drivers that motivate a person to say "yes". When prospects do what we want them to do, we call that a conversion. A conversion is essentially a prospect saying "yes" to a question directly asked or implied by the marketer.

This course will teach you how to apply the same methods our Applied Research groups use to improve conversion rates for global companies such as The New York Times, Johnson & Johnson, Reuters News Service,, Car & Driver, Bottega Verde (Italy), Opodo (UK), and many others.

See full course outline