If you had to draw an image of your company’s value proposition, what would it look like? I just read an interesting article in the Harvard Business Review that connected the “pitch” with cartoons – which I think is really interesting. In Draw Your Elevator Pitch, the authors make a key point which is that images resonate more quickly and longer than text does. For marketers and sellers who really think about the words they will use to convey the value of their offerings, this can spell an interesting path to a clearer, more concise way to communicate the value proposition. They recommend humor as well – which is another take, and may garner additional attention in a very creative way. I worked with a client once who launched a product both internally and externally by developing a mini-comic book and an animated short video. Some people loved it, some people thought it was making fun of the offering. Either way – it garnered attention!
So think about it – what would your graphic look like for your value proposition? An image that I use in many of my public speaking engagements is one that I think sums up what your graphic should do.
Think about your value proposition as if it were a mirror.
Now answer this question: Whose face should be showing there when someone looks at your value proposition?
Seem obvious? Well, look at your existing value proposition and decide whose face is reflected back. If the face your buyers see is really that of your own company, then you’ve got a problem. Why? Well, the fact is that most companies are too busy showing off what they can do, rather than articulating an honest understanding of customer needs. Frankly, most of them are not that compelling and don’t clearly show their understanding of the buyer. Buyers are interested in themselves – so harness that interest and get back to the drawing board on your value proposition!
Lisa Dennis is president and founder of ValueProposition.expert and Knowledgence® Associates. She is an international marketing and sales consultant, trainer, writer and strategist. Her forte is in helping organizations develop and integrate customer-focused value propositions into the marketing and sales mix of B2B companies across a broad range of industries.