[Stuart Summers]

Assistance with my Value Proposition

Stuart Summers

Participant

Dec 30, 2022

Hi everyone, great to be part of the community. I’m just working through my value prop and would love some thoughts, tips for improvements.

Our – 3rd party customer review Site
Helps – C-suite and Digital Marketing Managers
Who Want To – Grow brand trust
By – Standing out in paid and organic search
And – “Get Sold” by increasing on site conversion by showcasing your independent star rating and reviews.
Unlike – Internal review collection processes, that lack authenticity and are often met with consumer skepticism.

Also when building out a first cadence step should we go straight in with a “case study”? Or is this best in a second step?

Not the case for all my prospects, but for some, because we are an open review platform, some businesses will already often have a profile page on our website because of organic consumer reviews, even if they haven’t claimed it. The review sentiment tends to be negative because they’re not pro-actively collecting reviews, and this is also often the no1 search term on google when you search their business name and add the word “reviews”.

A week or so prior to joining the group I had been testing an email like below. The example below was opened 8 times but she also unsubscribed from my emails lol.

Subject Line:- Business A’s Negative Online Reviews

Hi Kylie,

Are “Business A” losing sales or not converting potential customers because of the 2.3* rating from 47 reviews on Trustpilot that appears as the top search result for reviews?

In the space of 3 months AGL Energy in Australia turned a 1.4* rating into a 4.4* rating they could use in marketing efforts.

The fact they’re an Energy company is by the by, the strategy is the same. Create a process to collect reviews from everyone you transact with, and see your star rating rocket. Align that with an independent 3rd party review platform, and see “Trust” in your brand skyrocket.

Worth a look?

Kind Regards,

[Will Barron]

Will Barron

Keymaster

Jan 2, 2023

Will Barron Jan 2, 2023

Hey Stuart, good to see you’re making progress.

Here are some pointers –

Stuart Summers wrote:

Helps – C-suite and Digital Marketing Managers

Different value prop for each ideal buyer. I’m sure that a CXO and a marketing manager will have different wants and desires.

Stuart Summers wrote:

Who Want To – Grow brand trust

Is there a “desire” behind wanting to grow brand trust. That might be more powerful in your messaging i.e. –

Feature – Public reviews
Benefit – Builds brand trust
DESIRE – More sales in a down market where prospects need results

Stuart Summers wrote:

Unlike – Internal review collection processes, that lack authenticity and are often met with consumer skepticism.

I’d compare your product with doing nothing rather than DIY.

Stuart Summers wrote:

Also when building out a first cadence step should we go straight in with a “case study”? Or is this best in a second step?

The best first email is usually your value prop with a strong CTA (would it make sense to jump on a call?). This catches and low hanging fruit or people who already know the brand.

Stuart Summers wrote:

A week or so prior to joining the group I had been testing an email like below. The example below was opened 8 times but she also unsubscribed from my emails lol.

If it’s just one person that you’re making assumptions from then that’s not enough data. You need that message in front of at least 40 people to be able to judge if it’s effective or not.

The email itself isn’t bad buttttttt it’s a risk to go for attention from a negative angle.

If you emailed me telling me that I’m an idiot and doing something obvious wrong with my business it wouldn’t bother me. I’m thick skinned.

If you emailed someone else the same message they might think you’re a jerk.

Something to think about.

Either way, I’d simplify the email –

Stuart Summers wrote:

Subject Line:- Business A’s Negative Online Reviews

Hi Kylie,

Are “Business A” losing sales or not converting potential customers because of the 2.3* rating from 47 reviews on Trustpilot that appears as the top search result for reviews?

In the space of 3 months AGL Energy in Australia turned a 1.4* rating into a 4.4* rating they could use in marketing efforts.

The fact they’re an Energy company is by the by, the strategy is the same. Create a process to collect reviews from everyone you transact with, and see your star rating rocket. Align that with an independent 3rd party review platform, and see “Trust” in your brand skyrocket.

Worth a look?

Kind Regards,

subject Line: NAME – Your reviews…

Hi NAME,

I just noticed the 2.3 rating from 47 reviews for BRAND.

The Trustpilot page ranks number one in Google when I searched for BRAND too.

Would you be open to me sharing how to turn that page into an asset?

Thanks,

PS -AGL turned a 1.4 rating into a 4.4 in 3 months. They now use the Trustpilot page in all their marketing.

Hope that helps mate!

[Stuart Summers]

Stuart Summers

Participant

Jan 3, 2023

Stuart Summers Jan 3, 2023

Thanks Will. Where the prospect has a negative review profile already I think you’ve nailed a polite way of identifying a “problem” (as opposed to my somewhat blunt opening), so definitely going to test that on a wider sample.

Now I need to formulate the right cadence opener for businesses who don’t have that conversation starter. I have to admit I did wonder if I needed one cadence for C-suite and one for Digital Marketers, even if it was targeting the same company, as you quite rightly pointed out they have different desires, (and the buyer diagram I did highlighted this), there are different needs and wants between c-suite vs DM’s.

I’ve tweaked the VP for each, let me know what you think? And whether this is enough of an improvement from the original draft.

C-Suite

Our – 3rd party Customer Review Site
Helps – Senior Management
Who Want – More sales in a down market
By – Using public reviews to build trust and stand out in paid and organic search
And – Convert browsing customers to paying customers on your website, by showcasing your independent star rating and reviews.
Unlike – not leveraging the voice of your happy customers

Marketing Managers:-

Our – 3rd party Customer Review Site
Helps – Digital Marketing Managers
Who Want – To Drive more customers to their website
By – Using public reviews to build trust and stand out in paid and organic search
And – Convert browsing customers to paying customers on your website, by showcasing your independent star rating and reviews.
Unlike – not leveraging the voice of your happy customers

[Jimmy Chrisovergis]

Jimmy Chrisovergis

Participant

Jan 7, 2023

Jimmy Chrisovergis Jan 7, 2023

They look good to me Stuart and for sure they need to be separate ICP’s.

[Author]

Posts