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INTRO

Messaging Framework

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What is Value Positioning?
These are the things that the prospect is likely proactively looking for or needing.
These are generally revenue, cost, or risk related.
These are top-of-mind customer topics that exist even if Your Company doesn’t.
They could cause a buyer to re-allocate discretionary funds.
They support a value-based conversation (mutually exclusive, collectively exhaustive).

Value positioning structure:
- The Before Scenario, and the Negative Consequences of it.
- The After Scenario, and the Positive Business Outcomes from it.
- The Required Capabilities, and the Metrics to prove success.
- How Your Company Does It, and how we do it Better.
- Proof Points, such as customer references and case studies
- Discovery Questions, in order to determine what is driving the customer’s decision-making.
AUTHOR
Example Value Positioning
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A
Judy Butler
10:15pm
Burt Crumb
10:16pm
@JaneSmith goes to the ocean
Went surfing today and rode a huge wave
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MS
Marty
#-unique-message-filter
March 23
MARKETING SEO -Win the market and all the users for years to come
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#samplenotes

Value proposition.....[describe what we do and the value customers get from it in one line]

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Customer Personas

TL
Personas we sell to, ranked
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Customer Challenges

TL
Identified pain
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notes 
TL
21

Before

  • add here

Negative Consequences

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After

  • add here

Positive Business Outcomes

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Required Capabilities

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Metrics

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How We Do It

  • add here

Better

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Proof Points

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Customer References/Case Studies

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Industry Awards

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Analyst Reports/Studies

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Reports/Studies

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Discovery Questions

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After/Positive Business Outcomes

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Required Capabilities/Metrics

  • add here
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notes 
TL
21

Before

  • add here

Negative Consequences

  • add here

After

  • add here

Positive Business Outcomes

  • add here

Required Capabilities

  • add here

Metrics

  • add here


How We Do It

  • add here

Better

  • add here

Proof Points

  • add here

Customer References/Case Studies

  • add here

Industry Awards

  • add here

Analyst Reports/Studies

  • add here

Reports/Studies

  • add here

Discovery Questions

  • add here

After/Positive Business Outcomes

  • add here

Required Capabilities/Metrics

  • add here
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0%
notes 
TL
21

Before

  • add here

Negative Consequences

  • add here

After

  • add here

Positive Business Outcomes

  • add here

Required Capabilities

  • add here

Metrics

  • add here


How We Do It

  • add here

Better

  • add here

Proof Points

  • add here

Customer References/Case Studies

  • add here

Industry Awards

  • add here

Analyst Reports/Studies

  • add here

Reports/Studies

  • add here

Discovery Questions

  • add here

After/Positive Business Outcomes

  • add here

Required Capabilities/Metrics

  • add here
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0%

Differentiators

TL
Defensible Differentiators
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