Messaging and Positioning Template
Craft compelling messaging with our template for social impact leaders.
TABLE OF CONTENTS
Value Proposition Worksheet: A Systematic Approach
Quickly identify compelling differentiators using our value proposition worksheet
Quickly identify compelling differentiators using our value proposition worksheet
This is part 2.2 in the series below.
This is a series about building and testing your messaging, positioning, and value proposition
#1 - Messaging & Positioning Template for Social Impact Leaders
#2 - Messaging & Positioning Template: (i) Customer Unmet Needs & (ii) Worksheet
#3 - Messaging & Positioning Template: (i) Ideal Client Profile & (ii) Worksheet
#4 - Messaging & Positioning Template: (i) Differentiators & (ii) Worksheet
#5 - Messaging & Positioning Template: Market Category
#6 - Overcoming Objections to Positioning: (i) Proof; (ii) Workflow Redesign; (iii) Offers
#7 - Messaging & Positioning Template: Testing
#8 - Messaging & Positioning Template: Learning from Data
Value Proposition Worksheet: Identifying Differentiators in Record Time
Last time, we discussed the importance of identifying real differentiators that resonate with your target market. Without this, you risk blending into all existing solutions and alternatives.
Now, it's your turn to apply the steps we identified to flesh out differentiators.
(For further explanation of any of the steps below, see the related article on Differentiators)
At Joyful Ventures, our innovation advisors specialize in helping social impact leaders like you create people-first innovation that maximize your and your organization’s impact.
Step 1: Copy the Value Proposition Worksheet
Fill this out. Provide comments on the article on on Differentiators
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Step 2: Fill out the Value Proposition Worksheet
This is the key information that will generate a “rough draft” of your differentiator, which is the second part of a positioning and messaging statement.
Go to the tab “Value Proposition Worksheet.” Scroll past the below. This comes later.
Open up your “Persona” worksheet for immediate reference. For instance, refresh yourself on the top limitations you’ve prioritized to solve with your differentiator.
Add in all items with the blue header under “Your Answer”
List Convincing Differentiators. Do so by going through Step 3 below. This clarifies which of your differentiators is most worth highlighting.
Step 3: Identify Differentiators
List differentiators that will convincingly and uniquely address their top unmet needs and limitations of existing solutions.
Commit to checking your optimism bias. To counter this, actually go through existing competitors and substitutes to see what they offer and where your strengths and weaknesses are. You might find your differentiator isn’t that unique after all. If that’s true, adjust your differentiator or reframe to think about how you can achieve better results for your shared target market.
Audit differentiators. Open tab “Differentiators” and brainstorm options. (For more specific guidance on brainstorming questions, see Messaging & Positioning Template: Differentiators).
If you need tie-breakers, fill out the columns to the right of the “tie breaker” column.
Add to the reasoning column. This helps others understand the “why” behind your scoring.
Step 4: Generate your Customer Unmet Needs Statement
Back in the “Persona Worksheet” tab:
Fill out the rest of the section “Convincing Differentiator.” Draw from your work in the tabs above.
View the draft generated, once all rows with a ⭐ are filled in.
Refine and clarify. (As also mentioned in the first post in the messaging and positioning template series, consider using AI to help generate options, but don’t overly wordsmith).
Step 5: Send Me Your Completed Worksheet
Check off and confirm completion of every key step in tab “Checklist”
Share this sheet with me providing “edit” access
Next: Marketplace Category
Now review the post about choosing a solid marketplace category that positions you well to succeed.
What is your biggest challenge in this process? Share your feedback here or hit the toggle button (+) on the left.
See the next article in the series below
This is a series about building and testing your messaging, positioning, and value proposition
#1 - Messaging & Positioning Template for Social Impact Leaders
#2 - Messaging & Positioning Template: (i) Customer Unmet Needs & (ii) Worksheet
#3 - Messaging & Positioning Template: (i) Ideal Client Profile & (ii) Worksheet
#4 - Messaging & Positioning Template: (i) Differentiators & (ii) Worksheet
#5 - Messaging & Positioning Template: Market Category
#6 - Overcoming Objections to Positioning: (i) Proof; (ii) Workflow Redesign; (iii) Offers
#7 - Messaging & Positioning Template: Testing
#8 - Messaging & Positioning Template: Learning from Data
Three Opportunities with Joyful Ventures
• Want a Template? Request one here
• Looking for guidance? Get your free innovation audit
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• Looking for guidance? Get your free innovation audit
• Want updates? Subscribe below 👇
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