14 th March 2015 Beatrice Dittrich DIY marketing - how to show your worth Practical steps to developing a compelling USP & value proposition Workshop for:

Forbes Mackenzie © DIY marketing - how to show your worth How can we boost our communication?

Forbes Mackenzie © DIY marketing - how to show your worth USP vs. Value proposition: What is the difference? Unique selling point  The ONE core value of your company/business  Differentiates your company from the competition  Branding oriented Value Proposition  ALL core benefits of a product/service you offer  Differentiates an offer – specific to customers needs  Sales oriented

Unique Selling Proposition (USP)

Forbes Mackenzie © DIY marketing - how to show your worth What is a USP?  The single most important reason why customers choose you over someone else.  It is what makes you stand out.  The USP helps improve the positioning and marketability of your company/products/yourself Note: You don’t “find” unique. You invent it.

Forbes Mackenzie © DIY marketing - how to show your worth What to consider when defining your USP 1.What is your goal?  Where do you want to take your business?  How does your market change?  Do you have a vision of your business? 2.What are you REALLY good at?  What can you do?  What experience do you have? 3.What would help your customers?  What extra mile can you go?  Any creative ideas to offer your clients some extra value?

Forbes Mackenzie © DIY marketing - how to show your worth Example USPs  Osmium: local company in Boston selling only locally hand- made clothing (respecting ethical work conditions). Contrasting production of conventional clothing manufacturers  Rapunzel (“Wir machen Bio aus Liebe”): German-based manufacturer of certified organically produced foods. The company oozes social responsibility throughout the entire production and distribution process.  Saddleback Leather: US manufacturer of leather bags. Branded with much personality and a taste for adventure

Forbes Mackenzie © DIY marketing - how to show your worth Exercise: Creating your USP 1.What could you offer that would really make a difference to your customers? 2.What do I do or want to do in my business that is unique or different from everyone else? 3.Are there any unfulfilled needs or gaps in your industry’s current offer? Exercise:  Take 10 minutes to write down your thoughts about the above three questions  Make bullet points to each question  Condense into ONE USP that resonates with you (and your target customer!)

Value proposition

Forbes Mackenzie © DIY marketing - how to show your worth Customer Value Proposition  What is it?  A clear statement of the tangible results a customer gets from using your products or services  The more specific your value proposition is, the better.  What does it do?  Supports your sales process through specific and benefit- driven communication  Strong value propositions deliver tangible results

Forbes Mackenzie © DIY marketing - how to show your worth Taking your customers perspective

Forbes Mackenzie © DIY marketing - how to show your worth 4 key parts of the Value Proposition CustomerYou Offering Difference

Forbes Mackenzie © DIY marketing - how to show your worth Exercise: You 1.What do you do?  what is your profession/ job/ seniority level etc Exercise: Take one minute to answer the above question

Forbes Mackenzie © DIY marketing - how to show your worth Exercise: The customer 2.Who do you (want to) target?  Who is your ideal customer 3.Which needs do you target?  How exactly do you help? 4.What is your customer’s business value of you solving that need?  What might be the implication of the need not being solved? Exercise:  Take 10 minutes to reflect and write down your thoughts about the above questions  Questions 2 and 3: be specific  Question 4: make an estimate.

Forbes Mackenzie © DIY marketing - how to show your worth Exercise: Your offering 5.What exactly do you offer? 6.What proof do you have that you really can do what you claim Exercise:  Take 10 minutes to reflect and write down your thoughts about the above questions  Question 5: make short bullet points  Question 6: think of past results you achieved for your customers

Forbes Mackenzie © DIY marketing - how to show your worth Exercise: The difference 7.What distinguishes you, makes you unique or stand out?  Why is it important to your (target) customers?  Why is your offering different & difficult to substitute? Exercise:  Take 5 minutes to reflect and write down your thoughts about the above question  Be prepared to review and if necessary adjust your USP

Forbes Mackenzie © DIY marketing - how to show your worth Putting it all together ….

Forbes Mackenzie © DIY marketing - how to show your worth What to avoid in the Value proposition  “Marketing speak”  Saying what everyone else says  Saying too much or too little  too much blurb…get to the point  not saying what is really essential to your customer  Navel gazing

Forbes Mackenzie © DIY marketing - how to show your worth What goes in our Value Proposition 1.What do you do 2.Who is the target group 3.What is the target need 4.What is your offering 5.What makes it unique or distinct (Note: your USP) 6.What is the proof 7.What is the business value

Forbes Mackenzie © DIY marketing - how to show your worth Example Value Proposition Statement I am self-employed and Founding Partner of Forbesmackenzie. (1) I work primarily with SMEs (2) supporting their sales pipeline (3) with structured marketing and communication support and providing guidance to develop a differentiated voice and face in the eyes of their customers and prospects (4) throughout different international markets and in different languages (5). One of my clients with head office in Spain is currently expanding into the UK and Germany where the company successfully won projects with two large new clients (6) increasing their sales revenue by nearly €100,000 (7).

Forbes Mackenzie © DIY marketing - how to show your worth Exercise: Writing the value proposition  Try to include: 1.What do you do 2.Who is the target group 3.What is the target need 4.What is your offering 5.What makes it unique or distinct (Note: your USP) 6.What is the proof 7.What is the business value Exercise:  Take 10 minutes to reflect and write down your own value proposition based on the notes from the previous exercises.  The points can be included in order you choose.

Forbes Mackenzie © DIY marketing - how to show your worth Contact Beatrice Dittrich +81 (0)