For business-to-business companies, there are only five-and-a-half major value propositions that matter to customers:
- Increased revenue
- Decreased costs
- Increased bottom-line-profits
- Increased productivity
- Increased satisfaction
- Sometimes…personal legacy
For consumers product and service companies, it’s even simpler. Here’s the list of 4.5:
- Happiness
- Safety & security
- Time savings
- Cost (cash) savings
- Sometimes…ego (Think Apple customers, or people drive fancy cars or eat at very expensive restaurants.)
Your marketing must be making dramatic cases (with emotion and adjectives) around at least a couple of these ultimate customer outcomes. Aim at communicating how your marketing addresses at least two of the items on these lists. Because THIS is what matters to your customers