Having 50 member benefits, a robust website of resources, or simply being an awesome, dedicated marketing team is not enough to gain members these days. Members want more! To ensure you are attracting and keeping members requires you to demonstrate compelling and personalized benefits. The next few slides walk you through the steps needed to define and understand your audiences and create value proposition statements that ensure your association (or brand/service/product) is positioned around your audience’s unique values and needs. For more details visit: https://www.fiveones.com/value

1. Dig in and create your value
propositions already!

2. Why do you need value propositions?
• Quickest way to define what you do/clearest way to
understand what you do (awareness & understanding)
• Creates differentiation for your brand
• Targets the right audience
• Guides your marketing activities

3. • Identify your persona
• Profile your persona + Pull out their motivators
• Define what problem(s) you solve for them
• How are you the first? The only? The best?*
• Craft your VP
• Test!
• Use it to guide your marketing messages and strategies
*From “The Member Guide”

4. • What is it NOT?
• Tagline
• Positioning Statement
• Your mission/vision
• Product Description
• What is it?
• a simple statement that answers why a customer should
choose to do business with you (product/service)

5. • Ways to group personas:
• Occupation
• Generation
• Geography
• Levels of experience
• Based on decision-making
role
• Buying preference
• Things to include:
• Goals and Values
• Sources of Information
• Gender/Age/Location
• Challenges/Pain Points
• Possible
Objections/Roadblocks
• Role in the process

6. View this video & more at FIVEONES.COM/HIGHFIVE

7. EXAMPLE
PERSONA

8. A feature is something that is a
component of a product or service.
When you mention a feature, the
prospect is on their own to figure out
how they will benefit from that
feature.
A benefit is something that
concisely conveys to a prospect the
value they will receive. It answers
the most important question
someone asks before parting with
their money: “What’s in it for me?”

9. EXAMPLES
• FEATURE: Food-grade stainless steel
• BENEFIT: strong and durable
• FEATURE: dual-walled and vacuum-
sealed
• BENEFIT: keep the beverage’s
temperature consistent for a long
period of time
• FEATURE: opportunity to network with
your peers at events
• BENEFIT: Solidify existing relationships
and find new connections at
networking events
• FEATURE: We offer innovative,
continuing education webinars
• BENEFIT: Improve upon your existing
skill sets

10. • 3 elements:
• A headline that captures attention with one main idea
• A descriptive sentence that backs up your headline
• A short list or paragraph that further explains what you offer
• What makes it effective?
• It’s short! (See bullet 1 above)
• Brings in features/benefits
• Solves a pain point
• Answers “WHY?”

11. QUESTIONS?
Thank you!