Value Proposition Masterclass: The Anatomy of a Buyer-Focused Value Proposition

Presented by

Lisa Dennis, The Buyer-Focused Value Propositions Expert

About this talk

An elevator pitch is often confused with a value proposition. The assumption is that if you have the pitch down, you will be able to drive the right buyer conversation. But if you start with just a short pitch – how do you get to extended messaging for marketing content that drives initial engagement? . In Session 2 of the Value Proposition Masterclass w will tackle the age-old assumption that a value prop has to be “short.” The reality is that expanding from one short sentence into coherent, and consistent marketing messaging across all types of content assets, types and formats is a huge challenge. A pitch should be a distillation of a strong message strategy that is well developed and thought out. The best elevator pitches and tag lines come from a strong foundation – ensuring that message is clear, consistent and buyer You will learn: 1.The components of a complete Value Proposition Platform™ 2.Using a modular approach to value proposition messaging 3.How to pull through your message into sales conversations

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