Comment validez-vous votre proposition de valeur auprès de votre public ?

If you want to truly create a value proposition that speaks their language then research is non-negotiable, even if you are small. My 'customer listening tours' include questions to help me understand current brand and value perception, test anecdotal category entry points, pain and passion points. When testing the passion and pain points I also ask them to rank each one from 1 to 10; 10 meaning they can definitely relate to it, 1 meaning they really can't relate. The great thing is that when your audience feels strongly about something they naturally tend to explain why they do. And those are the words I really listen to. Having a rating system also helps me to prioritise what i will test quantitatively, based on commonality.

Research is critical if you want to truly validate your value proposition. In this modern era of marketing there are a number of ways to be able to research with your target audience including focus groups, surveys, online reviews and social media. Being able to test and learn is crucial to understand what resonates with your target audience.

As a content creator with over 400,000 loyal followers who consistently find value in my daily content, I can attest to the importance of understanding your audience. Knowing their needs, pain points, and perceptions is key to delivering content that resonates. I've employed similar research methods, like surveys and social media analytics, to fine-tune my content strategy. It's rewarding to see how addressing my audience's challenges and goals with the language they relate to has strengthened my connection with them. Crafting a compelling value proposition, as described here, not only benefits businesses but also creators like me who aim to provide meaningful content to their audience.

By designing products and services based on the value proposition and continuing to fulfill the brand promise in them as well as the customer experience

I start by diving deep into my target audience's needs, challenges, and goals using LinkedIn's rich data and analytics. I engage with my network through polls, posts, and direct messages to gather insights directly from the source. This helps me understand the specific pain points my services could address. Additionally, I use LinkedIn's Sales Navigator and other AI tools to segment my audience and tailor my research, ensuring that my value proposition resonates with the right demographic.

I would just say, test iterative. The power of iterative testing in perfecting a value proposition is often underestimated. After the initial or even the third test, one shouldn't halt the process. In digital marketing, A/B testing is not just a tool; it represents a continuous approach. The key is to delve deeper: employing the "Jobs to be Done" framework can be transformative. Instead of merely asking, "What does the product do?", one should consider, "For what job is the product being hired by the customer?" Engagement, re-testing, and refinement are essential.

Testing your value proposition can be an interesting balancing act. You can’t just say “hey, do you love this idea?” People will just say that they do. So you have to ask questions in a better way to get truthful answers.

Regularly talk to your customers. Understand how they think and communicate about your products and services. That's the most accurate way to assess how you fit into their world when they're making a purchase. It's all about determining mental availability, which is being thought of in the right ways during a buying decision—a term coined by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute. If how they view your brand is different from your proposed value proposition, it's time to reassess. You could take action that helps shift their perception of your brand or potentially adjust your value proposition to better reflect how they already see you.

Once I've honed my value proposition based on my audience research, I test it directly within the LinkedIn community. I create varied content—articles, posts, and even LinkedIn Learning sessions—that encapsulate my value proposition. I monitor engagement rates, solicit feedback through comments, and assess the overall response using LinkedIn's analytics. This real-time feedback loop allows me to refine my offering continuously. I also run targeted LinkedIn ad campaigns to measure the response from different segments, ensuring that my value proposition is not only heard but also valued by my intended audience. By combining these steps, I ensure that my value proposition is not just a statement but a validated promise to my LinkedIn network.

As a seasoned expert in the field of Business Intelligence Leadership, I can't stress enough the importance of testing your value proposition with your target audience. It's like trying to score a touchdown without knowing where the end zone is! You need to get out there, engage with your audience, and gather their feedback. It's not just about what you think they want, but what they actually need. And remember, a little humor goes a long way in making those connections and getting honest responses. So, go ahead, test that value proposition, and may the odds be ever in your favor! 🏈😄🎯

PRETOTYPE, TEST AND REFINE LIKE TESLA As innovation facilitator I like to share how Tesla interested buyers for their first car. In 2003, the founders of Tesla had an ambitious idea (an all-electric 2-door sports car). In order to convince potential buyers to order its car, Tesla created a pretotype of what the car would look like. Lotus supplied Tesla with a ‘glider’ Elise - which was filled with models of key components. This was not a prototype, because the vehicle didn’t function. Tesla was able to show buyers a close proxy for the final design. Tesla asked “Will you put down a $5,000 deposit to have it built to order?” From this test Tesla secured several hundred deposits, a non-trivial result to reassure their Investors.

One element to write down is to ask yourself...why you? Why would someone want to invest with you (or buy from you)? Factors to look at are your company discriminators, metrics that back up your offerings in the market, and how the customer would utilize your offering with their needs and could see clearly (and easily). It's not an easy or fun exercise, but it helps position your marketing, sales, internal, and external conversations.

Refining my value proposition involves Feedback Analysis: I meticulously gather and analyse feedback from my LinkedIn posts, messages, and engagement metrics. This helps me understand what resonates with my audience and where there might be gaps in my current proposition. Competitor Benchmarking: I review my competitors' offerings and positioning on LinkedIn to identify any unique selling points (USPs) they might have. This comparison helps me to fine-tune my own value proposition, ensuring it stands out and addresses gaps in the market.

One element to write down is to ask yourself...why you? Why would someone want to invest with you (or buy from you)? Factors to look at are your company discriminators, metrics that back up your offerings in the market, and how the customer would utilize your offering with their needs and could see clearly (and easily). It's not an easy or fun exercise, but it helps position your marketing, sales, internal, and external conversations.

Tip: Humanize Your Success Stories - Add real customer success stories into your value proposition. - Showcase relatable experiences that highlight how your product or service solved specific problems. - This personal touch not only adds authenticity but also helps potential customers imagine the tangible benefits, making your value proposition more compelling and relatable.

Be willing to pivot. Don't be afraid to make changes to your value proposition if it's not resonating with your audience. If you're not getting the results you want, it's time to try something new. This could mean changing the way you talk about your product or service, the benefits you emphasize, or even your target audience. It's important to be flexible and willing to adapt your value proposition to meet the needs of your customers.

Staying consistent and remaining true in word and action. Value statements needs to be lived beyond the sexy PowerPoints and boardrooms. It’s a consumer play, and they decide who is worthy #thisistheway

I think the most important thing to always keep in mind is that it doesn’t matter what you tell customers is special about your company. What matters is what they tell each other. The number one question is whether customers would say your company’s unique value proposition is the same as what you tell them it is. If customers disagree or they don’t see a difference between you and your competition it’s difficult to create a relevant marketing strategy. That’s when companies fall into the trap of trying to compete on someone else’s turf. But it rarely works. It only results in being seen as a poor imitation of another company’s strength.

Leveraging social media and social listening is a great way to glean insights on your customers and how they feel about your company, your product, and your content.

Beyond research, testing, and refinement, don't forget to consider the context in which your value proposition exists. Market conditions, societal trends, and technological advancements can all influence what your audience finds valuable. Keeping a pulse on these factors is essential. Moreover, your team's scalability to deliver on the value proposition is equally important. It's not just about what you promise but also about your capacity to consistently fulfill that promise as you grow.