Statement of Value & 30-Second Sales Pitch
How many of you have heard of a unique selling proposition a USP? This is the trial close, by the way. When I raise my hand, even if you haven't, you're basically required to raise your hand. I'm just kidding. But, yeah, unique selling proposition, right, we've all heard this. USP. I actually prefer a statement of value, an SOV. A unique selling proposition is product centric. It says, here's why our product is better than the competition. Guess what, your customers don't care. They don't wanna watch, you know, they don't want to listen to you and your competitor get into some peeing match, okay. They ain't into that, right. They wanna know what value are you gonna bring to their life. Now, the nice thing is is we've already done the hard work on this. Here's the structure of a statement of value. Product name helps customer segment, avatar, whatever achieve this after state. You consolidate your afters and you got it. So, Chatbooks helps stay at home moms capture all the chaotic but c...
ute moments and slow the hands of time. Transforming her from a frazzled mom that everyone pities into the super mom that everyone envies. Maybe a little long, but you get the idea. The tighter, more concise we can make it, the better. Ideally, this becomes the headline of your site. This is what goes at the top of the page. This is a great structure for top of page headline. Now, again, you might not necessarily need to say product name helps this person. Oftentimes, that's implied, it can be implied through imagery. You know, 1-800-GOT-JUNK? doesn't need to say, you know, junk removal for homeowners. Like, you get it, like everyone got it, you know. I understand, they just spoke to the after. Make sense? This also, this document here, should also wind up in your digital marketing plan. You need this document here. When people ask about your products, and you need it for every single product that you sell, or every single product category. Every product, every product category, to the extent that they're offering a different desired end result. A different after state. Now we wanna take that and we wanna turn it into the 30-second sales pitch. 30-second sales pitch is great, is a great tool to give to actual sales people. It's a great tool to give to your customer care reps. It's a great tool to teach everyone who works at your company, because, invariably, someone is going to ask them, what do you do, where do you work, what's going on, right? We all get asked that question. And we should all be prepared with a really acceptable question. If you're going to go out and fundraise, right, this is essentially how you transform a before and after grid into an elevator pitch, alright. This could be leveraged in email copy, it can be leveraged in body copy on a homepage. I'm giving you messaging. Where it ends up, it's for you. These are messaging chunks that you can deploy as you see fit. So, you know how emotion it is when blank happens? Where do we get the emotion? Before and after grid, the emotional state, right? Think of how frustrating it is. You know how overwhelming it can be, right? We want to acknowledge the before, speak to the after. You know how emotion it is when this happens? I've been there, we hear you, we found the same to be true. Empathize. Empathy. One of the most underrated traits. Give me somebody with empathy, who knows my product line, and I can turn them into an astounding marketer. Those of you who wind up going through the creative life class that I'm doing on building a growth team, I'm going to emphasize that, I emphasize that very heavily in that class. Empathy is big. We hear you, we saw it. And that's why I or we created this product. We acknowledged this before and how it made you feel. And that's why we created the solution. Once you have it, when you completed it, as a client, as a member, once you call us. We're now implying ownership, right? We are magically transporting them into the after state. Alright, the product, service, it's a vehicle. We have planted them in the vehicle. Remember what the Tesla person said to me? If you're gonna own this car, you need to be able to do a launch. I was sitting in the car, he kept me in the car. Look, if you're gonna own this thing, the implication being, and you will, you need to know how to do this. Imply ownership. Then you'll insert after. You already wrote this after part. It was in the statement of value. It was in the statement of value. Here's a prettier breakdown. For it is, when this happens, that's why we created this, imply ownership, you'll have this. This is another document that should be sitting there in your digital marketing plan. This should be taught. It should be taught to all new hires, this should be taught to everyone who works there. Both your statement of value and this. They should know the value that your products and services deliver. And they should know how to articulate that value. If you will complete a before and after grid, if you will complete a statement of value, and if you will complete a 30-second sales pitch, then you can draw the owl. You can draw the owl, the whole dang thing, alright. Do the whole dang thing. You've got the messaging, you got the process in place, all that fun stuff. Now that we've talked about mapping the overall process, we got very foundational, now we went up 30 thousand feet or higher, we looked down and we said why the heck does anybody want this anyway? How do we craft that messaging? Now we've got those component parts, we can begin constructing an offer that makes people buy. Because merely standing on the top of a building and yelling out and proclaiming your message does not make the sales come. Because they still won't believe it, okay. They'll want it to be true, but they won't believe it. So now we need to make sure that when we deliver this amazing messaging, we're delivering it in the right sequence and to the right people. And that's what offer creation's all about. That's what we're gonna cover in the next segment.