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The most important question that any business needs to answer is, if I am your ideal prospect, then why should I buy from you and not from your competitor.
The answer to this question must start with “BECAUSE WE” and should then include a UNIQUE FACTOR be it a point of difference, or an advantage.
The most successful product-based value propositions include reasoning that is both EVIDENTIAL and QUANTIFIABLE. It reinforces the perception of tangible benefit to the prospect.
Within B2B, the reason for purchase is based around one fundamental driver: The customer wants to INCREASE or DECREASE something.