Dedicated to Discovering How People Make Choices
A Step-by-step Explanation of the Value Proposition Framework ...
We’ve never dealt in generalities here at MECLABS. We prefer specific answers to specific problems. We don’t follow our gut. And we certainly don’t follow our heart (no offense intended, Disney), at least, not when it comes to pursuing high conversion rates for our Research Partners. We like precision.
And we like to make sure the businesses we work with have a clear value proposition. Without it — our test results have shown over and over again — there will be leaks in conversions.
So we created a framework to help our Research Partners define and determine their company’s value proposition. Just as scientists create a proposition and a set of arguments, the value proposition is the argument from the company's perspective on why you should be their customer. The argument may have several propositions, but when you put them all together and summarize them, they become the ultimate reason.
The beautiful thing about this framework is that it forces an integrity between the claim and the reality, and it focuses the attention of the company not on how persuasive its words can be but how right its value can be for the customer.
When you discover your value proposition, your biggest challenge is not going to be talking people into anything, it's going to be communicating clearly the value you are offering. As our CEO, Flint McGlaughlin, has often stated, “Clarity trumps persuasion.”
In the following excerpt from a session on value proposition, he shares the framework MECLABS uses for creating value proposition statements and walks us through the process, step-by-step. There is so much value in this 13-minute presentation, you won’t want to miss this one.
When you're a leader, one of your most important jobs is to help your team say no to all the other [customer] profiles, so they can say yes to the profile you serve the best.
— Flint McGlaughlin, Managing Director and CEO, MECLABS Institute
If you’d like to discover how to better communicate the value of your brand/offer to prospective customers, you can download our free Value Proposition toolbox.
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In most cases, businesses don't dominate market segments because they have superior products or services, but because they know how to clearly communicate an effective value proposition. We show you how.