It’s said most purchase decisions are made in 2.6 seconds. How do you win a customer in the time it takes to consider a purchase? Develop a customer proposition that articulates the value to the customer.
People will remember what matters to them so use the language they use to explain the benefits to them in a way that makes sense and is memorable.
Resist the temptation to jump into a slogan.
Articulate the value offered to a specific group by understanding them, and the competition, better. Focus on what matters to them: their situation, their needs and their wants.
Inspired by lockdown reading book #2, Peter Fisk’s Marketing Genius.
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