Don’t be stuck at work trying to improve sales messages that show the unique value of your products and services

2–hour Online workshop

WHAT THIS ONLINE WORKSHOP DOES

Develop ideas, within 2 hours, to make your messages demonstrate relevant value, in a unique way, even if you have limited marketing experience.

DOES THIS SITUATION SEEM FAMILIAR TO YOU?

  • “We want our messages to get more sales. We know that our emails and other ads need to show how we add value. So that clients believe they’re making the right decision by signing up with us. But what could we be doing to improve?”
  • “If we do not find a way to go beyond the standard approach of features, benefits, and pricing, our communications will keep getting a low conversion rate. How should we change our approach?”

HOW YOU CAN BENEFIT FROM IT

Different thinking to help you become more persuasive

  • Our process, inspired by brand persuasion specialists, helps you think about what matters to your clients. Around issues that go beyond the standard features and pricing discussion.
  • So you can say what matters to make clients understand your unique value.
  • This means you can compete at a different level. By tapping into issues your competitors may not have considered

Have a valuable addition to your existing approach, conveniently, within 2-hours

  • A structured approach helps you get to a solution fast, without having to spend time researching and developing your own solution.
  • Improve, rather than replace your existing approach to your email, sponsored adverts, and social media messaging.
  • So you can communicate your valuable points of difference when you need it most.
  • This means you get ideas, that could help to swing a client’s decision your way, in only 2 hours.

Access a tool to help your marketing messages align with this thinking

  • This process will show you how The Value Story Builder tool can be used to enhance your Value Story. For prospective and existing clients.
  • So you can improve your messaging on an ongoing basis.
  • This means that even after the workshop, you will know how to develop messages that help to convert into sales.

ARE YOU FRUSTRATED WITH THE PROCESS OF GETTING A SIGN-UP OR SALE?

  • You may be using the standard approach of features, benefits, and pricing.
  • But, your communications keep getting a low conversion rate.
  • You may also be finding that the cost per conversion is high.
  • What do you do now?

WE INTRODUCE YOU TO A DIFFERENT WAY OF THINKING

  • Our process helps you think about what matters to your clients.
  • We introduce issues that go beyond the standard features and pricing discussion that could help to set you apart.
  • So you can say what matters.
  • So you can move beyond just relying on large volumes of communications hoping to get a conversion, somewhere, sometime.
  • This means you can compete at a different level.

HAVE A VALUABLE ADDITION TO YOUR EXISTING APPROACH, CONVENIENTLY, WITHIN 2-HOURS

  • We use a structured approach inspired by brand persuasion specialists.
  • Improve, rather than replace your existing approach to describing the value you can add.
  • So that you can communicate your valuable points of difference when you need it most.
  • This means you use a tool, that could help to swing a client’s decision your way. And you find out how to do this in only 2 hours.

  • Focus on topics you know could get a response from your prospective clients.
  • Communicate through value-adding solutions. These are developed at an emotional level with value-based pricing in mind.
  • Helps you be more relevant so you can get more interest in your ads.

UNPAID POSTS

  • Constantly show how you are adding value when prospects and clients read your posts.
  • A value-based pricing strategy provides a useful way to have sufficient relevant content ideas.
  • Build on the more powerful value adds you might be using in sponsored posts to keep demonstrating value.

VIDEO CONTENT

  • Demonstrate how you can address specific concerns to add value.
  • Helps give you ideas to be regarded as a solution provider.
  • A value-based pricing approach is useful here. It enables you to plan how to build perceived value amongst your followers on an ongoing basis.

EMAIL

  • Develop a variety of ideas to create email messaging.
  • Allows you to get closer to a sale by showing how you keep adding value. A great way to support a value-based pricing strategy using a drip marketing approach.
  • Allows you to have a higher client retention rate by reminding clients of how you keep adding value.

WEBSITE CONTENT

  • Address issues of concern that impact on perceived value.
  • Go beyond the standard features and functional benefits approach to messaging.
  • Useful to develop relevant messages when prospects compare you to competitors on your website.

LIVE STREAMING TOPICS / WEBINARS

  • Achieve a higher webinar sign-up rate by being able to make an appeal at an emotional level.
  • It allows you to think about a variety of issues so that you can plan responses in advance.
  • Create the perception of someone who adds value in a credible way.

WHITEPAPERS

  • Show the benefits and rationale for how you could implement a solution.
  • Helps you through the thought process of content for a complex document.
  • Spend less time to build the perception of value where it matters.

BEFORE THE WORKSHOP

The Value Story Builder will provide you with an opportunity to customize the options you will use in the workshop. These include:

  1. Product and services categories.
  2. Any names of segments you may have already defined.
  3. Checking off any emotions you would want your communications to create from an extensive list of options. You can also define your own options.
  4. Proof points to demonstrate the value of your offering. There is an extensive list to choose from or you can define your own.
  5. Communications channels you are using or plan to use. There is an extensive list to choose from or you can define your own.
  6. Other pertinent details which you can select from a checklist, or include your own options.

THE WORKSHOP

  • We will run you through a 2-hour online workshop to help you craft your unique Value Story using The Value Story Builder.
  • The Value Story Builder provides a researched list of thirty-three issues people care deeply about. Issues where you can show why it’s not as simple as looking for the lowest price.
  • Use these issues as opportunities to show why your business is unique. Use these unique differences to justify your pricing.

AFTER THE WORKSHOP

We have found that 2 hours is sufficient to meet our objectives of: 

  1. Identifying key opportunities to communicate value.
  2. Running you through at least one complete example of how to turn that opportunity into a complete message.
  3. Knowing how to use The Value Story Builder to do this for the other identified opportunities in your own time.

This assumes that you have done some basic preparation before the workshop as highlighted above.

Should you wish to book further time with us, you are welcome to do so.

LEVELS OF COMPETITIVENESS

  • What level of challenge are you facing?
  • How competitive is it?
  • How many communications are there?

This affects a variety of issues simultaneously.

WHAT IS YOUR REPUTATION?

  • Is there admiration for the business and its brands?
  • Are there issues to be resolved?
  • What are the levels of trust?
  • In which direction is sentiment moving?

Affects where and how much we place our focus on certain opportunities.

DEFINE YOUR SOCIAL CREDIBILITY STATUS

  • Are you getting recommendations?
  • Are you getting good reviews?

This helps us understand the issues and what to focus on.

SAVE YOUR WORK

  • Save your draft in case you need to do this over more than one session.
  • Useful when running this as a workshop and there are different points of view in the room.

ACCESS A TOOL TO HELP YOUR MARKETING MESSAGES ALIGN WITH THIS THINKING

  • This process will show you how The Value Story Builder tool can be used to enhance your Value Story.
  • This can be used for prospective and existing clients.
  • So you can improve your messaging on an ongoing basis.
  • This means that even after the workshop, you will know how to develop messages that help to convert into sales.

WHAT IS THE THINKING BEHIND THE VALUE STORY BUILDER?

A brand’s products, services, policies, and processes that lower risk create value for a client. The Value Story Builder helps you create a string of clues to achieve this.

  • To show how doing business with your brand reduces various types of risk. 
  • So that you are adding more value relative to the price. 
  • So that you can justify your price or charge more. 
  • This means that you also get to create forms of value that cannot be compared elsewhere in terms of pricing.

These clues highlight your client’s concerns about a variety of perceived risks. Then you get to show your solutions to those concerns.

  • These may be concerns that they are currently facing that you can address for them.
  • They may also be concerns about doing business with your organization, your category, or your industry.

It takes the concern, which has an emotional basis around perceived loss.

  • Then it helps you show how you lower that risk.
  • It also helps you show the emotional and financial benefits of the solution you provide.

It does this all in a framework you can transfer to your brand’s communications. Even if it’s a new business proposal.

  • So that the trail of clues you leave behind will create a positive emotional connection.
  • So that you can elevate the perceived value of your brand. 

This means your brand has an easier time getting and keeping clients. And you can do this with more pricing power.

VIEW YOUR RESULTS INSTANTLY ONCE YOU ARE DONE

  • Once you have submitted your input, you can view your thinking before exporting the data.
  • This helps you identify where to do edits before you hit the Export button.

EXPORT YOUR RESULTS

  • Export your result so you can view it and share it.
  • Exports into CSV format that’s readable in a variety of spreadsheet apps.
  • If you need to add in more information after exporting, you can easily do so as long as you still have access.

CLIENTS

  • We have worked on over 70 global and local B2C and B2B brands over a period of over 20 years.
  • Clients have included Fortune 500 companies across a variety of industries.

EXPERTISE

  • Areas of expertise include communications strategy, brand strategy, research, and analytics.
  • We have written strategies or have been consulted to understand how a client’s communications strategy might benefit from a change in direction to support a specific pricing strategy.

EXPERIENCE

  • This experience has been invaluable in terms of understanding what is likely to work.
  • Equally importantly, it has helped us identify what is likely to fail.

HOW THIS WORKS TO YOUR ADVANTAGE

When consulting with them in the areas of brand development, sales development, and loyalty development, perceived value versus price was always an issue.

We had to find ways to show how our clients’ value-added solutions exceeded the price they were charging.

We researched the topic and combined it with our own experience to define 33 concerns that people typically have.

  • These may be concerns that clients are currently facing where your solution can add value.
  • Alternatively, they may be concerns clients have about doing business with your organization, your category, or your industry. In this case, you can show how you add value by managing these concerns.

Each of the 33 areas where you could build value includes 4 examples. That will help you get started to customize this for your own situation.

Then we take you through a process of a few questions for each value-building opportunity.

  • Designed by a strategist, it assists you to think through how value is created in ways that matter to clients.
  • There are also checklists included making this process faster and more comprehensive.

REQUIRES ACCESS TO THE VALUE STORY BUILDER

WILL THIS DO MY ENTIRE JOB FOR ME?

  • No. You still need to customize your thinking for your specific situation.
  • But, it does do a lot of the heavy lifting for you to make this customization process easier.

IS THIS APPROACH REALISTIC?

After developing communications strategies for over 20 years, we wish we could have had this approach at the outset to show how we could add value. Several insights were developed over this period:

  • A good framework is essential to develop many ideas and do it faster.
  • Most of our clients found it easy to customize for their situation. But they needed a practical process to work within areas where they lacked expertise.

There are over 120 examples to draw inspiration from. Each example was drawn from experience when consulting with our clients.

IS THE LIST OF CONCERNS COMPREHENSIVE?

  • Much effort has gone into developing this list.
  • Anything can be improved upon over time. But we are certain that this will give you ideas for many opportunities to show you can add value.

WHAT DO I DO WITH THE RESULTS ONCE I HAVE THEM?

  • We are strong believers in executing on an idea.
  • Until an idea is executed, it remains just that – an idea.
  • To this end, we have created a framework containing the essentials we know you need to build a strong case.
  • You can then export this information and either work with it yourself, or pass it onto the people in your team. We know that they would appreciate the information rather than spending hours trying to develop it.

THIS 2-HOUR ONLINE WORKSHOP INCLUDES:

FREE 1 MONTH ACCESS to The Value Story Builder. It will be used during the workshop. Read through the description above for Essential Requirements and FAQ.

A senior Strategist with extensive experience will run the workshop.

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