It’s tempting to begin with product and service descriptions when you are communicating the value your business creates. Of course, it’s easier to start with what we know for sure. We list features, benefits and specifications—telling the customer as much as we can about ‘the what’.
And all the while we’re doing it backwards.

Intead of starting with our ‘what’ we need to begin with the customer’s ‘why’.

How To Articulate Value

1. Why does the customer need your product?
Reflect the customer’s challenges or desires back to him.

2. How will it work?
Describe the change the product will create.

3. What is it?
Finish with the facts.

Very few of our buying decisions are led by reason and logic, so why seek to persuade by starting there?

Image by Mike Melrose.