clarity of proposition is one of the most critical steps when it comes to engaging with new customers. far Too often we find propositions that are tired, overly complex and uncompelling.
Often our client is so close to their proposition that it does not "sing", and is too convoluted or confused to be interesting for new prospects. We will NEVER start a project without a proposition in place that our team has bought into - and which we can deliver to senior business leaders quickly & succinctly over the telephone, through email or through a colleague / partner. How do we ensure it's truly great though:
- Research competition
- Test language
- Sales letter
- Practice & replay