Make your direct marketing work for you with a well constructed value proposition

A value proposition is a crystal clear statement of how your product or service solves the customer problems and delivers benefits that improves their situation.

In our business I get to see tons of direct marketing. As data owners we get to be involved with many direct campaigns.

Some campaigns fly and deliver great results and some just never get going at all.

One of the things that is essential to the success of direct marketing is a well thought out and expressed value proposition.

Wikipedia defines a value proposition as “A value proposition is a promise of value to be delivered and a belief from the customer of value that will be experienced”.

I love what Steve Rankel says about the value proposition:

It must be:

  • Short and to the point.
  • Specific – spell out the specific reasons or benefits that the prospect will get from taking up your offer.
  • In the language of the customer. Some direct marketing use industry jargon or grand language which only end up complicating the whole thing.
  • Pass the seat of the pants test. It must make the prospect get off their seat and take action.

Watch this 3 minute video clip, Steve expresses it much better than I can:

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