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7!
 Proven Templates for Writing
 Value Propositions That Work
             aka elevator pitches!




         LINGOSOCIAL.COM	
  
Img	
  credit:	
  zylstra.org	
  




LINGOSOCIAL.COM	
  
1. Geoff Moore's Value Positioning Statement

Template                                 Sample(s)
For ____________ (target customer)       For non-technical marketers

who ____________ (statement of           who struggle to find return on
the need or opportunity)                 investment in social media

our (product/service name) is
____________ (product category)          our product is a web-based
                                         analytics software
that (statement of benefit)
____________ .                           that translates engagement
                                         metrics into actionable revenue
                                         metrics.
                              LINGOSOCIAL.COM	
  
2. Venture Hacks' High-Concept Pitch

Template                               Sample(s)
[Proven industry example]              1.  Flickr for video.
for/of [new domain].                   2.  Friendster for dogs.
                                       3.  The Firefox of media players




                            LINGOSOCIAL.COM	
  
3. Steve Blank's XYZ

Template                               Sample(s)
“We help X do Y doing Z”.              We help non-technical marketers
                                       discover return on investment in
                                       social media by turning
                                       engagement metrics into
                                       revenue metrics.




                            LINGOSOCIAL.COM	
  
4. Patrick Vlaskovits & Brant Cooper's CPS

Template                                      Sample(s)
Customer: ____________ (who your              Customer: I believe my best customers
customer is).                                 are small and medium-sized business
                                              (SMB) markets.
Problem: ____________(what problem
you're solving for the customer).             Problem: Who cannot easily measure
                                              campaign ROI because existing
Solution: ____________ (what is your          solutions are too expensive,
                                              complicated to deploy, display a
solution for the problem).
                                              dizzying array of non-actionable charts.

                                              Solution: Low cost, easy to deploy
                                              analytics system designed for non-
                                              technical marketers who need
                                              actionable metrics.

                                   LINGOSOCIAL.COM	
  
5. Dave McClure's Elevator Ride

Template                                  Sample(s)
•  Short, simple, memorable;              "Mint.com is the free, easy way to
   what, how, why.                        manage your money online."
•  3 keywords or phrases
•  KISS (no expert jargon)




                               LINGOSOCIAL.COM	
  
6. David Cowan's Pitchcraft

Template                                   Sample(s)
•  Highlight the enormity of the           One person dies of melanoma
   problem you are tackling.               every 62 minutes.
•  Tell the audience up front what         We offer a dermatoscope app for
   your company sells.                     iPhone that enables people to
•  Distill the differentiation down to      easily diagnose their skin,
   one, easy-to-comprehend
   sentence.                               leveraging patented pattern
                                           recognition technology trusted
•  Establish credibility by sharing
   the pedigree of the                     by the World Health
   entrepreneurs, customers, or the        Organization
   investors.


                                LINGOSOCIAL.COM	
  
7. Eric Sink's Value Positioning

Template                                  Sample(s)
1.  Superlative ("why choose              •  The easiest operating system
    this product").                          for netbook PC's.
2.  Label ("what is this product").       •  The most secure payment
3.  Qualifiers ("who should                  gateway for mobile e-
    choose this product").                   commerce.




                               LINGOSOCIAL.COM	
  
Bonus: The VAD approach

Template                                  Sample(s)*
[verb; application; differentiator]        •  Share PowerPoint and
                                             Keynote slides including
                                             audio (Slideshare).
                                          •  Create and write blogs via
                                             email (Posterous).
                                          •  Make VOIP calls easily and
                                             cheaply (JaJah).




                               LINGOSOCIAL.COM	
     *Assembled	
  from	
  Guy	
  Kawasaki’s	
  blog	
  
torgronsund.com




     LINGOSOCIAL.COM	
  
Lingo provides social media, digital strategy
and technology PR services for brands looking
 to create more value for their customers with
             ever fewer resources.




                    @LINGOSOCIAL	
  
                   LINGOSOCIAL.COM	
  

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7 Proven Templates for Writing Value Propositions That Work

  • 1. 7! Proven Templates for Writing Value Propositions That Work aka elevator pitches! LINGOSOCIAL.COM  
  • 2. Img  credit:  zylstra.org   LINGOSOCIAL.COM  
  • 3. 1. Geoff Moore's Value Positioning Statement Template Sample(s) For ____________ (target customer) For non-technical marketers who ____________ (statement of who struggle to find return on the need or opportunity) investment in social media our (product/service name) is ____________ (product category) our product is a web-based analytics software that (statement of benefit) ____________ . that translates engagement metrics into actionable revenue metrics. LINGOSOCIAL.COM  
  • 4. 2. Venture Hacks' High-Concept Pitch Template Sample(s) [Proven industry example] 1.  Flickr for video. for/of [new domain]. 2.  Friendster for dogs. 3.  The Firefox of media players LINGOSOCIAL.COM  
  • 5. 3. Steve Blank's XYZ Template Sample(s) “We help X do Y doing Z”. We help non-technical marketers discover return on investment in social media by turning engagement metrics into revenue metrics. LINGOSOCIAL.COM  
  • 6. 4. Patrick Vlaskovits & Brant Cooper's CPS Template Sample(s) Customer: ____________ (who your Customer: I believe my best customers customer is). are small and medium-sized business (SMB) markets. Problem: ____________(what problem you're solving for the customer). Problem: Who cannot easily measure campaign ROI because existing Solution: ____________ (what is your solutions are too expensive, complicated to deploy, display a solution for the problem). dizzying array of non-actionable charts. Solution: Low cost, easy to deploy analytics system designed for non- technical marketers who need actionable metrics. LINGOSOCIAL.COM  
  • 7. 5. Dave McClure's Elevator Ride Template Sample(s) •  Short, simple, memorable; "Mint.com is the free, easy way to what, how, why. manage your money online." •  3 keywords or phrases •  KISS (no expert jargon) LINGOSOCIAL.COM  
  • 8. 6. David Cowan's Pitchcraft Template Sample(s) •  Highlight the enormity of the One person dies of melanoma problem you are tackling. every 62 minutes. •  Tell the audience up front what We offer a dermatoscope app for your company sells. iPhone that enables people to •  Distill the differentiation down to easily diagnose their skin, one, easy-to-comprehend sentence. leveraging patented pattern recognition technology trusted •  Establish credibility by sharing the pedigree of the by the World Health entrepreneurs, customers, or the Organization investors. LINGOSOCIAL.COM  
  • 9. 7. Eric Sink's Value Positioning Template Sample(s) 1.  Superlative ("why choose •  The easiest operating system this product"). for netbook PC's. 2.  Label ("what is this product"). •  The most secure payment 3.  Qualifiers ("who should gateway for mobile e- choose this product"). commerce. LINGOSOCIAL.COM  
  • 10. Bonus: The VAD approach Template Sample(s)* [verb; application; differentiator] •  Share PowerPoint and Keynote slides including audio (Slideshare). •  Create and write blogs via email (Posterous). •  Make VOIP calls easily and cheaply (JaJah). LINGOSOCIAL.COM   *Assembled  from  Guy  Kawasaki’s  blog  
  • 11. torgronsund.com LINGOSOCIAL.COM  
  • 12. Lingo provides social media, digital strategy and technology PR services for brands looking to create more value for their customers with ever fewer resources. @LINGOSOCIAL   LINGOSOCIAL.COM