It started with a cryptic voice mail message from Jack, “The
payoff has to be performance or success or something they can understand.”

Some times when you’ve been working together for a while a
kind of shorthand emerges between you and your client.

Some time… but not all the time. This was one of those other
kinds of times. 

When I got around to actually working on the project I read
my note and thought, “Oh, he’s talking about the value proposition we’re
crafting to assure that each page of the new web site is on target.”

Then I realized that it had already been done and he had
either forgotten or not reviewed it yet.

For the record, a Value Proposition should clearly answer these questions:

1. What product or service is
   your company selling?
2. What benefit do I (or my
   company) get out of using it?
3. Am I the target
   customer/user it is intended for?
4. Is it for specific need, use
   or occasion?
5. How is yours unique from the
   alternatives?

Now, if you detect elements of Mission and Position in there you understand part
of what is needed.

Here is a formula that will get you started:

I’m (Name of Person) (Your positioning statement) work with
(Type/size of customer–if needed)

I (how you interface with clients or customers) when (the
need use or occasion that makes them buy)

I (what you do including a time frame)

I use (your unique approach) to provide (the benefit or
payoff).

Now, take all that and put I into a single sentence that
answers Jack’s question: What is the outcome for the buyer?

That one change I led with? Rewrite it from the customer’s
point of view.

I did that with the home page copy for his new web site. He
had a print out of the value proposition and the one sentence answer to his
request and heartily approved of it.

His jaw dropped when I read the proposition as it was
proposed for his web site. Here’s the formula:

Your company (benefits to business) when (consultant)
delivers (unique approach) to accomplish (your objective).

Do you need to (cite the need/use/occasion that causes them
to buy)

Consultant name uses (process description) to deliver
(results and time frame.)

Try it. Try presenting your value proposition from the Customer/Client viewpoint. I guarantee it will be more persuasive.

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When he is not writing value propositions Jerry lives up to
his own. If you run a consulting business you could profit from his experience.
Find out more at: www.JerryFletcher.com

Schedule him to speak. Visit www.NetworkingNinja.com