Would you agree that whether inside or outside of business:
1. Value is personal and makes an impact on your (or someone else’s) success, happiness, or peace of mind (value has to resonate);
2. Value is clear, uncomplicated and unique (a sliver of difference from what anyone else claims to offer);
3. Things we value become decision-making shortcuts. It takes away worry, shopping around, or justification about the ROI (credibility offers peace of mind and substantiates your claim).
That is the three legged stool (and rules) of testing a value proposition. See the diagram above.
Ewing Kauffman (pharmaceutical entrepreneur, philanthropist, Major League Baseball owner, and Kansas Citian) said: “You should not choose to be a common company. It’s your right to be uncommon. Seek to face your competition. Desire to take a calculated risk. Even to fail. And to succeed.”
So if you want members to relate to your value, first make sure you know what they value. Ask the right questions so you will uncover what customers really need the most from your organization. Then, look at what your organization is good at that satisfies that need. REALLY good at. Not the list of 20 member benefits you claim to offer.
Use that combination to position your value for your member’s consideration. That is how to put value into your proposition.
(Feel free to relate this to your life, your association or your business.)