The ironic side effect of having so much information available is that the average attention span of people is decreasing. There is only a certain amount of information that a person can process in a day.
This makes things slightly difficult for people who work in Sales and Marketing in the B2B industry as it leaves them with about 3 seconds to capture the attention of a potential lead.
As less as 3 seconds may seem, that is all the time you have to make an impression that is so good that it persuades customers to at least give your product a try.
However, the same 3-second rule applies to any competitors you may have. So, learning about the value proposition rule and using it to your advantage can give you an edge over others.
If you’re wondering if there even is a way to catch someone’s attention within 3 seconds, then here’s the answer: it definitely isn’t impossible. There are people out there who are experts at it.
What sets people and businesses apart is a very simple weapon – a great B2B value preposition.
Finding the answer to this simple question can be all the difference between a million-dollar company and the one that didn’t go far.
In simple terms, a value proposition can be defined as the outcome or benefits that an individual or an organization can experience from using a product, service or solution declared in a clear statement.
When you provide your customers with end results which benefit them, they are much more likely to take interest in your product as compared to if you just offer a product.
Creating a strong value proposition isn’t as hard as it may seem. The trick is to learn what would attract the right kind of audience.
Essentially, a good value proposition consists of three parts:
· Promise – what would the customer be delivered?
· Benefit – how will they benefit from it?
· Advantage – why is this product better than other similar ones on the market?
Here are a few steps that can help you create a great value proposition.
· Target Market: Assuming that a single marketing tactic will work for everyone is a mistake. Narrow down your audience and then design a marketing strategy by specifically targeting them. If you plan on targeting various demographics, then you will have to create as many strategies as possible to target each one of them.
· Highlight Your Most Important Benefits: There may be a lot of benefits that one can reap from your product or service. However, you cannot spell everything out in a 3-second time span. So, depending on your target audience, highlight the benefits that will make them want to invest in your product.
· Present It in a Narrative Form: When bringing your message to the audience, do it in a narrative form. People are more likely to get attracted to something that feels like a story coming together instead of a marketing tactic, as the average person relates to stories more.
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