My CEO is pushing for a clear value proposition and I am working hard to help him understand that solution-focused value statements have to be unique for each customer. What solves Customer A’s problems won’t necessarily solve Customer B’s. There is no one value statement. That’s fine, but then what do we do in our advertising which is by its nature “mass communication”? What do we communicate?

###

Instead of solution-based, make the statements benefits-based, targeted for your audience. You won’t solve client A’s problems the same as client B’s, but the reason that client A and client B both chose you is because you understand their “pain”. Identify you audience’s problem and position yourself as having their solutions.

Use case studies to reinforce that you are to be trusted as well as helping them understand how you work in specifics.