Process-Level Value Proposition: How marketing can leverage the value it creates

Tweet If I am your ideal prospect, why should I buy from you rather than your competitors? This is the essential value proposition question, and many major business decisions must be made to truly discover and deliver on your company’s value proposition — from the CEO down to the intern. But today, let’s focus on the small stuff to raise this question for you …   What minor changes can you make right now to deliver a better value for your customers? Once you have the big stuff taken care of, once marketing has communicated (and sometimes even created) value, sometimes the little touches make all the difference. They are the tipping point to help your ideal customer decide to choose your product or service instead of your competitors’. Let me give you an example.   Really, they’re more than just stickers My wife and I needed to buy some Mother’s Day cards, so we stopped by Deerwood Village, a shopping center near our house. As soon as we swung into the parking lot, we were confronted with three choices right next to each other that all likely offer Mother’s Day cards: Publix (a grocery store) CVS (a drug store) Hallmark Gold Crown store (a gift shop) We decided to buy the cards at the Hallmark store, and a simple but profound thing happened at the checkout. The cashier handed us stickers. But, they weren’t just stickers. They were a signifier. When she was done ringing us up at the cash…
Source: Marketing Experiments
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