Writing value propositions that work

A well-defined problem is half solved. But getting there is harder than you’d expect. Enter the world of value propositions. Projecting “Here is why you should buy from us” seems easy from the company’s perspective: it already knows its product and may be over-valuing the perceived benefits. The reality is there are all sorts of inertia to overcome. Communication is hard, and it needs to cascade to every level if you want to be persuasive. Slapping up a new headline doesn’t count. Let’s take a look at what does. When Simple is Overrated “Blandvertising” happens via the best practices echo-chamber, in…

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