A value proposition is not a slogan.

The problem

The visible symptom is not always the cause.

It should identify the customer, problem, result and credible proof. Elegant words cannot replace an economic reason to buy.

More marketing activity does not repair an unclear offer or disconnected commercial process.

The direction

Make the business easier to understand, choose and operate.

I examine economic impact, constraints, customer value, positioning and the route to purchase before proposing new execution.

Describe your business, the problem and what you need to achieve. I personally review your situation before proposing a conversation.

Commercial architecture

Five questions before writing a single sentence

Who should recognise the offer? In what situation? Which result do they seek? Why this solution rather than an alternative? What proof makes that promise credible?

Commercial architecture

Test relevance, differentiation and sustainability

A compelling phrase may still be strategically weak unless it matters to the buyer, changes a selection criterion, is supported by evidence and is economically sustainable.

Commercial architecture

Copy comes last

After the five answers are decided, the website, sales call and proposal can express the same underlying value in different words. If your line fits five competing businesses equally well, it is not specific enough.