A good value proposition will synthesize the compelling reasons why someone should buy from you. Done well, it will form the basis of all communications and is an essential briefing document for use with external agencies. You should be able to put together a reasonable value proposition from what you know about your customers and your offerings – but it makes sense to test it with a few customers if you can. Sometimes you will find that what you thought was really strong is not actually that important to a customer – and vice versa.

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