Question

Topic: Advertising/PR

Help Developing My Business Value Proposition

Posted by dan.ashe.mit on 2/20/2018 at 2:43 AM ET 500 Points
First, am I on the right forum? I desperately need to upgrade my value proposition that sits on the landing page of my website (www.challengeapplications.com).

I've been in business for over twenty years; a single member entity who sometimes uses subcontractors, but pretty much I'm the person out front, doing 95% of the work for clients.

I'm currently shifting my business away from the "challenge course" world and moving into leading professional development for K-12 educators, community college faculty, and organizational trainers.

My work focuses on three main areas:
1) training, workshops, professional development for faculty, staff and administrators. I teach adults to be more effective team-memebers while promoting the development of emotionally healthy organizations.
2) student programs that build better teams and leaders at middle school, high school and collegiate levels. I teach skills focused on commuincation, collaboration, decision-making, establishing trust, goal setting, etc.
3) special projects that may be customized for human service clients: facilitating and writing strategic plans, renewal retreats, keynotes, summer camp staff training, executive leadership off-sites, e-learning instructional design, curriculum development for train-the-trainers.

Our training topics are not unique. How we train is. We accelerate the training by implementing experiential activities and out-of-your-seat activities rather than holding participants hostage through sit-and-get lectures. People are highly engaged, active and self-reflecting during our events. We also aim to produce high quality super short online video resources that permit clients to preview or refresh content they learned during our sessions.

I perceive my web page as laiden with tired and confusing phrases filled with jargon: teambuilding, leadership, experiential, professional development, coaching, communication....blah!

I'm stuck in my own silo looking for your insights!

Thank you MarketingProfs! Dan Ashe
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RESPONSES

  • Posted by mgoodman on 2/20/2018 at 8:21 AM Accepted
    You are in the right place. There are a few regulars here who specialize in strategic direction/positioning and re-positioning.

    The problem is that what you are requesting requires more than a pithy paragraph or two. It's a legitimate project for someone who knows the ropes. And that means you will need to hire someone who will take a serious and professional approach. You don't want your business direction to depend on someone shooting from the hip.

    You can certainly start with a SWOT analysis, and we can help with that. But then you'll get to the step where you take action based on the analysis, and that's not so straightforward. That is best done in consultation with someone who has gone there dozens of times before and knows the road well.

    If/when you decide to follow this approach let me know and I will be glad to make a few recommendations.
  • Posted by Jay Hamilton-Roth on 2/20/2018 at 9:15 AM Member
    mgoodman (Michael Goodman) is giving you great advice.
    The place that I'd suggest starting is viewing the value proposition from your new target audience's perspective. What are their challenges, blindspots, etc. that your services can clearly help them overcome (better than other solutions they could choose from)? How do they talk about these challenges? That's where I'd begin my rewrite.
  • Posted by dan.ashe.mit on 2/20/2018 at 12:50 PM Author
    Michael and Jay, Thank you for starting my morning off with quick responses. Your feedback encouraged me to run through a few SWOTs of my current offerings. Additionally, I created a list of questions and needs that my prospects and clients may have.

    I am trying to present my value proposition in a more conversational manner that lacks those typical buzzwords. Do you think that my initial list of words contains overused, cliche language? (teambuilding, leadership, experiential, professional development, coaching, communication) - for instance, do I need to break these concepts down into simpler language?
  • Posted by mgoodman on 2/20/2018 at 12:57 PM Accepted
    A quick look at your site shows that you are more focused on what you do (i.e., features) than on the unique and compelling benefit your clients can expect when they hire you. See if you can discipline yourself to understand and articulate the core positioning benefit your clients can expect. ("What's keeping them awake at night?")

    It's the old story about quarter-inch drill bits versus quarter-inch holes. People buy benefits, not features. Team-building, for example, is a tool -- a feature -- for improving productivity, etc. The benefit for your client may be speed of delivery.
  • Posted by Peter (henna gaijin) on 2/20/2018 at 1:00 PM Member
    Rebranding can be a challenge. But even without this, I see some areas for improvement on the web site.

    You say you see tired jargon and such. What I don't see all that clearly on your website it what is in it for your clients. This means taking the info you gathered if you follow Jay and Michael's steps (SWOT, challenges, blind spots, etc.) and turn that into statements of how it helps your clients.

    A way to implement this is to take these areas you identified and then working with past clients who overcame these issues and turning them into testimonials and/or case studies. Have prior clients talk about how things improved after taking your course (including as much specifics as you can). In the end, you want something where a prospective client goes to your web site and sees information from someone who had a similar issue which was solved by your course. If you are heading toward professional development, I would try to get some case studies or testimonials in about that first.

    If the professional development you are headed toward meets some sort of hard requirement that the clients need to meet (certification, annual professional development hours, etc.), make sure you promote that.
  • Posted by dan.ashe.mit on 2/20/2018 at 1:25 PM Author
    Awesome feedback folks (Mark and Peter) - thanks for the drill bit/hole reminder. I haven't tapped into that wisdom, but am familiar with the point. I'm going to focus in on how I address gains and pains for clients/prospects. Peter thank you for pointing out one of the major issues with my website. This is a huge motivator for me - I know what I'll be working on this week!

    I think your nudges have really helped me.
  • Posted by telemoxie on 2/21/2018 at 7:23 AM Accepted
    Thanks for visiting and posting. Yes, the site can be a great help to you, especially if you continue to participate over time.

    I was personally in business as a one-man shop for a number of years. If you have not already done so, I suggest that you read, "The E-Myth". I don't agree with 100% of the things in the book, but it encourages you to keep working on your business rather than merely working in and for your business. Good luck.
  • Posted by dan.ashe.mit on 2/28/2018 at 11:38 AM Author
    Self SWOT-ing really helped nudge my process forward. Suggestion to look at E-Myth - HUGE! Thanks folks. You delivered as promised.
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