Dedicated to Discovering How People Make Choices
The most efficient way to grow your sales is by converting more of the prospects you already have in your pipeline. 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 to the appropriate customer segments at the right times.
During the course you'll learn proven techniques you can immediately implement, including:
Your Value Proposition affects everything you do in marketing. Check out the video below to get an inside look at what you can expect to see in the Value Proposition Development Course (complete first session):
Not Sure This is the Right Course for You?
We Can Help You Get the Training You Need
(904) 813-7000
Not Sure This is the Right Course for You?
We Can Help You Get the Training You Need (904) 813-7000
Our team conducted extensive research on value communication theories, with some articles dating back more than 100 years. In addition to reviewing more than 1,100 academic articles regarding competitive advantage, differentiation, unique selling points, and value proposition, we’ve analyzed claims and theories from some of the best minds ever on the subject, including:
We also conducted an academic roundtable discussion around the topics of value proposition with the top universities around the world to discuss why and how people make choices. Together with top researchers and professors, we formulated a number of different hypotheses relating to the individual effects of a value proposition on the likelihood of a prospect to convert. In doing so, we determined the drivers that motivate a person to say "yes".
Universities that were in attendance included:
The VP Development Course consists of 4 Sessions total
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Learn how to identify value – and utilize it in an optimized value prop – based on proven research and discoveries from the MECLABS Institute team.
“Incredible amount of information. It will make me a much stronger marketer and an expert tester.”
“They did a really good job of giving you enough detail for you to have some actionable take-homes, and then they paired that with a lot of case studies that drove home the points…tangible results to back up everything they suggested we act on.”
“Gave me a lot of ideas…The pace was great. It was very engaging and very educational for me. I really enjoyed it, and it was well worth it.”
FLINT McGLAUGHLIN
Founder, MECLABS Institute
Dr. Flint McGlaughlin is the founder of MECLABS, the world's largest independent research institution focused on offer response optimization.
His personal work has focused on the philosophy of human choice, experimental design, and the cognitive psychology of conversion. Dr. McGlaughlin has written or edited more than 250 articles and texts, he has won multiple awards, and he has been quoted in more than 10,000 online and offline sources.
McGlaughlin has patented ten conversion-related heuristics and he has conducted large-scale research projects in partnership with companies such as The New York Times, Google, Bank of America, Wells Fargo, and Royal Bank of Canada.
He has lectured at major conferences and universities around the world including New York University, Columbia University, Oxford University, and he has delivered keynote addresses for companies such as Cisco Systems Inc., Microsoft, and Google.
McGlaughlin is also the author of the forthcoming The Marketer as a Philosopher: 40 brief Reflections on the Power of Your Value Proposition. The book unveils a new way to look at marketing through the philosophical lens.
McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the former Chairman of the Board of Governors for St. Stephen’s University and as a former Trustee for Westminster Theological Centre. He originally studied philosophy and theology at University of London's Specialist Jesuit College.
He lives in Ponte Vedra Beach, Florida with his wife and three children.
AUSTIN McCRAW
Senior Director of Content Production, MECLABS Institute
Austin McCraw, Senior Director of Content Production, MECLABS Institute, has been a key decision maker in clearly and creatively bringing the institute’s research and discoveries to audiences nationwide. He is expert at imparting knowledge so that marketers can use it to create greater success for themselves and their organizations.
Austin is a seasoned speaker. He has taught the MECLABS Value Proposition Development Course at Fortune 50 companies and enterprise startups. He has worked directly with marketing departments to help them discover and optimize value propositions. He is also a regular host of MarketingExperiments web clinics. His passion for helping organizations identify and maintain laser-focus on their ideal customer is the foundation of each of his presentations.
Since joining MECLABS in 2007, he has reviewed more than 2,500 experiments, written more than 300 hours of training, and developed five professional certification courses on the topics of Offer-Response Optimization and Value Proposition. He has worked directly with Dr. Flint McGlaughlin, MECLABS Founder/Managing Director, on academic and commercial writing projects.
Prior to joining MECLABS, Austin was promotions director for a PBS affiliate in Gainesville where he was in charge of publicizing local and national programming. He has a bachelor’s from the University of Florida’s College of Journalism and Communications.
The most efficient way to grow your sales is by converting more of the prospects you already have in your pipeline. 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 to the appropriate customer segments at the right times.
During the course you'll learn proven techniques you can immediately implement, including:
To add this course, simply close this box and press the plus sign and you will see your updated total.
Email Marketing is an essential component of nearly every online marketing program. Getting the most from your email marketing efforts can be a daunting task. The MECLABS Email Messaging course will give you the tools you need to test and optimize your email campaigns – from email capture to sales conversion.
Our students have reported immediate results from the testing and optimization techniques that they’ve learned in our courses and applied to their own online marketing campaigns.
During the course, you’ll learn proven techniques you can immediate implement, including:
To add this course, simply close this box and press the plus sign and you will see your updated total.
MECLABS has developed the meta-theory of landing page optimization that has been proven to work in thousands of experiments. Taught for 10+ years, to thousands of marketers from companies like Google, Cisco, Oracle, Verizon, Vocus and more, this hands-on training course offers you real examples, step-by-step instruction, and insights on how you can optimize your landing pages for maximum conversion.
During the course, you'll learn proven techniques you can immediate implement, including:
To add this course, simply close this box and press the plus sign and you will see your updated total.
Improve your online testing skills, increase your company's revenue, and advance your career with the MECLABS Online Testing course.
The web has become far more than merely another marketing channel — it’s the heart of your entire business ecosystem. The web is the only tool that allows your team to peer deeply into the minds of consumers while they make a purchasing decision. By using the web for this purpose, you’ll be able to answer the fundamental question of why customers say, "Yes, I will take the next step in the sales process.
During the course, you’ll learn proven techniques you can immediate implement, including:
To add this course, simply close this box and press the plus sign and you will see your updated total.
