Transcript 2004 Plan - Japan Association of Translators

DIY marketing - how to show your worth
Practical steps to developing a compelling USP & value proposition
Workshop for:
14th March 2015
Beatrice Dittrich
How can we boost our communication?
Forbes Mackenzie © 2015
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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
Forbes Mackenzie © 2015
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DIY marketing - how to show your worth
Unique Selling Proposition (USP)
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
You invent it.
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DIY marketing - how to show your worth
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Note: You don’t “find” unique.
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?
 What extra mile can you go?
 Any creative ideas to offer your clients some extra value?
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DIY marketing - how to show your worth
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3. What would help your customers?
Example USPs
 Osmium: local company in Boston selling only locally handmade 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.
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DIY marketing - how to show your worth
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 Saddleback Leather: US manufacturer of leather bags. Branded
with much personality and a taste for adventure
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?
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DIY marketing - how to show your worth
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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
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?
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DIY marketing - how to show your worth
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 Supports your sales process through specific and benefitdriven communication
 Strong value propositions deliver tangible results
Taking your customers perspective
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DIY marketing - how to show your worth
4 key parts of the Value Proposition
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Customer
DIY marketing - how to show your worth
Offering
Difference
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You
Exercise: You
1. What do you do?
 what is your profession/ job/ seniority level etc
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DIY marketing - how to show your worth
Forbes Mackenzie © 2015
Exercise:
Take one minute to answer the above question
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?
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DIY marketing - how to show your worth
Forbes Mackenzie © 2015
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.
Exercise: Your offering
5. What exactly do you offer?
6. What proof do you have that you really can do what
you claim
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DIY marketing - how to show your worth
Forbes Mackenzie © 2015
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
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?
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DIY marketing - how to show your worth
Forbes Mackenzie © 2015
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
Putting it all together ….
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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
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DIY marketing - how to show your worth
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 Navel gazing
What goes in our Value Proposition
1.
2.
3.
4.
5.
6.
7.
What do you do
Who is the target group
What is the target need
What is your offering
What makes it unique or distinct (Note: your USP)
What is the proof
What is the business value
Forbes Mackenzie © 2015
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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).
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).
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DIY marketing - how to show your worth
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One of my clients with head office in Spain is currently expanding
Exercise: Writing the value proposition
 Try to include:
1.
2.
3.
4.
5.
6.
7.
What do you do
Who is the target group
What is the target need
What is your offering
What makes it unique or distinct (Note: your USP)
What is the proof
What is the business value
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DIY marketing - how to show your worth
Forbes Mackenzie © 2015
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.
Contact
Beatrice Dittrich
+81 (0)90 8856 4783
[email protected]
www.forbesmackenzie.com
Forbes Mackenzie © 2015
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DIY marketing - how to show your worth