Value Proposition Statement as a Marketing Tool
If you firmly articulate your Value Proposition statement, then by all means write a marketing version of it and use it. Be mindful, however. Don’t just articulate the Value Proposition statement with the sole objective of marketing. This may sound like splitting hairs, but trust me, if you set out to create a marketing statement, this is exactly what you will get.
A clear and concise value proposition statement can become one of the most powerful marketing messages than an association can have. Here are a few reasons why:
- It clearly states who the target market it, and demonstrates an intimate knowledge of the target market. Obviously, members will really like it if they feel like your association understands them and their issues.
- It will clearly describe the tangible benefits that members will receive through membership.
- It will tell members how receiving the product or service from your association will benefit them more than if they received it from your competitors, or if members tried to duplicate the value themselves.
- It clearly differentiates you from your competitors.
Refreshing the Value Proposition
Like all other parts of the business plan, don’t let the value proposition go stale. Members’ needs change just about as fast as everything else in the association world, so refresh your value proposition at least once a year.