Let’s take one more example to make sure we’ve got it. This time let’s use the quality of security as the criterion. Let’s say the product we’re marketing is a messaging app:
Quality: Security, Benefit: Privacy, Value: Only your friends can see your information.
Quality: Security, Benefits: Protection, Value: If your phone is stolen, your data is not.
It's a simple process. But, for some reason, most people don't do it. My agency works with almost every client and just copies.
They don’t look for the best value proposition that canada mobile database will triple the conversion rate of their visitors.
To steel myself against this laziness, here is my systematic process for generating compelling proposals. In other words, here is a process for the qualities and benefits you should focus on.
Use this process whenever you pitch.
Value Creation
Let's use the real-time chat application example as our example product.
Refer to the diagram for specific examples as you follow these four steps to build a scenario:
In column 1, list all the undesirable alternatives that people use when they don't have your product. Next, describe what's wrong with that alternative. Scroll down now to see the examples below before moving on to the next point.