Crafting a Value Proposition

Overview

A value proposition creates a perception of value in your customers’ minds. Whether you’re marketing a brand, a product or a service, your value proposition explains the unique benefits you offer.  

This course puts marketing front and centre of the value proposition strategy. VPs link product development, marketing and sales, aligning communications across the organisation and with your customers. A great value proposition helps you define your marketing strategy, generating your branding framework and supporting your marketing campaigns. 

In this intensive, practical workshop, you’ll explore a strategy for crafting value propositions and translating them into coherent, compelling communications. Throughout the workshop, you’ll be writing and reviewing VPs for your own company, organisation, products or services. You’ll also have the opportunity to share your ideas with your workshop colleagues and take inspiration from other industries and sectors. 

Who should attend?

This workshop is designed for marketing professionals, business owners and agency professionals responsible for designing and delivering value propositions. 

Learning outcomes

• Deepen your understanding of value 
• Define your brand core 
• Map customer analysis to sources of value 
• Distinguish yourself from the competition 
• Create different ways to articulate your value proposition 
• Develop your brand strategy: taglines, topics, brand messaging 
• Use your VP to brief copywriters and agencies more effectively 
• Translate your value proposition into compelling copy