Here I go again blogging on something in the area of Product Marketing … I should leave that up to April Dunford the Product Marketing expert; but I can’t help myself.
Can you create a two-word phrase that describes your value proposition? Something like ‘Change Ready’ or ‘Threat Resistant’. You should be able to attach them to the end of the phrase ‘Are you …?’ or ‘Is your whatever …’. You then can use phrases that contain these two words when you talk to a prospect or add it to the front page of your web site. Or maybe even trademark it.
The first word needs to describe the problem that you solve or the desired outcome and the second word needs to describe your solution to the problem. The problem, of course, has to be expressed from your target market’s perspective … i.e. it can not be what you do (no one cares about that).
My company – Ateala Management – helps tech companies with their product management issues. Outside of the realm of product management nobody gets this. The usual response is “huh?”. My target companies are those that are just beyond the start-up phase looking to scale their business to the next level. The problem they have is staying focused on meeting their business objectives with all the distractions being thrown at them. What I do is implement systems and processes and educate their staff to focus on making decisions that help in meeting their business objectives. I now ask if they have an objective-focused business. So my value proposition can be condensed to “objective focused”. Is your business objective focused?
Try it with your product. Can you share your two-word value proposition?