Identify your value and build a strategy
Effective business communication starts with a clear message that forms the basis of all written and verbal communications. A winning message focuses on the value your product, service or company delivers to the customer.
Getting to the heart of the value you offer informs your messaging strategy, defines your winning messages and how these should be applied to your content.
A message strategy, analysis and plan that lays the foundation for all Communications
Identifying your value is delivered in three parts:
1. The Identify Your Value workshop
A half day workshop with your leadership team to uncover exactly what your value message is. Our facilitated value discovery process works through the seven elements of a winning message. This process helps you step outside your business, focus on the customer’s viewpoint and determine what your true value is.
The documented Value Message Strategy, becomes a ‘single source of truth’ that articulates who you help, how you help them and why you do what you do. It will help your organisation:
- determine the foundation for all of your messaging
- enable you to communicate clearly, consistently and with impact
- avoid having to start from scratch each time you communicate.
2. The Audit and Gap Analysis Report
Using your Value Message Strategy and winning themes, compare your value message against what you are currently saying.
This written audit report contains an analysis of your current communications and identifies where they do and don’t match the desired value message, the strengths and weaknesses of each of your current messaging formats and an ‘at a glance’ chart, showing priority areas for action.
The audit can incorporate any/all of your current communications, including:
- LinkedIn profiles
- Case studies
- White papers/eBooks
3. Content and collateral plan
Based on the audit and analysis chart, we’ll build a plan to move you from where you are now, to where you want to be.
The Content Plan details how to effectively communicate your value message including recommendations for new collateral or modifications and redevelopment of existing collateral. The plan includes how to use your content and collateral to communicate your value at each key stages of the customer’s journey from prospect to client, after sales and re-engagement.
Recommendations may include any or all of the following:
- Positioning statement
- Tag line
- Elevator pitch and sales team communication
- Company presentation
- LinkedIn Profiles of company, leadership and sales teams
- Phone message
- Customer testimonials / case studies
- White papers
- Articles and blogs
- Marketing campaigns
- Press releases
- Awards citations
See how Redcat is winning with Words2Win
I had the opportunity to present about my business, but was nervous and unsure of how to approach it. Words2Win explained to me that 90% of the success of the presentation was in the work I did beforehand. I couldn’t believe the results - I said everything I needed to say, I generated plenty of interest, and nobody could believe it was my first ever presentation.Ronak Moussavi, Director, Sucker Punch Fitness
As engineers, we were very good at telling the world about our technical skills and production processes. But we knew that in order to continue to grow the business, we had to be able to communicate our value, in terms our customers and partners would understand. Words2Win helped us to identify key pieces of our knowledge and put them into explanatory articles. They help us get found in searches and offer real value to site visitors.Mike Mitchell, Managing Director, CEO, NeoProducts
There is no better way to explain what we do, and how we help our clients than to tell their stories. I had a very positive response to the case studies Words2Win developed, with over 50% of the recipients contacting me back for more information. We feel confident that we’re clearly communicating the value we deliver to our clients.Doron Rom, Managing Director, IMI
Words2Win ran a workshop that helped us to distil and clarify exactly what we want to say to the market. We captured what drives us, who we help, what we offer them and the difference it makes. It was a really useful process to go through, and a good structure to get the leadership team together and focused on our message.Catriona Byrne, Creative Director, Risesmart Australia
Our team spends a lot of time face to face with clients, and we wanted to make sure they had the skills they needed. The Words2Win training sessions focused on helping our teams to keep the client uppermost in their mind and gave them practical tips for communicating the IMI message clearly.Tony Younes, General Manager, National Services, IMI
Our team often make presentations to vendors or clients about Sektor, and whilst they are all good at it, their approaches lacked consistency. Words2Win helped us define our value proposition and differentiators consistently and put them into a presentation format. It’s helped us explain clearly what we do and what we offer and we know that whoever is presenting, they are going to cover all the key points.Cameron Arnold, Director, Sektor
Having a strategy in place meant that everything we did from there referred back to our key messages. It saves reinventing the wheel every time we create a piece of marketing content, and ensures that we are 100% consistent in our communications. We have a strong, clear and consistent message that is helping us to grow the business.Lawrence Pelletier, Sales and Marketing Director, Redcat
Words2Win shapes a response that clearly answers each question and articulates our value. Government tenders now include social procurement objectives – Words2Win has helped us with research and making introductions to appropriate social procurement organisations. They are totally committed to helping us win, and we feel we are working with a partner who is really helping to grow our business.Justin Lowe, Executive Director, ASI
We worked with Words2Win on a refresh of our website. Carol made the whole process easy - helping to draw out the key messages about our value, our clients and our products, writing the content, and managing the design work. We're extremely happy with the outcome - we now have a site that we are keen to point people to and which has generated leads for our business.Scott Munro, FutureNet
I worked with Words2Win on the my ‘Adventure Mum’ website. Carol asked the right questions to draw out experiences and information that I wouldn't have thought of including. She wrote the content in 'my voice', was thoroughly professional and efficient and ensured that the words on my website really conveyed the message that I want to share.
We engaged Words2Win to manage an RFP response for us, and were delighted with Carol’s approach and expertise, which we believe was an important factor in us winning the tender. Carol helped us to articulate our value proposition, our win themes and our story, and was organised, methodical and easy to work with. I wouldn't hesitate to recommend Carol to any company that wants a highly polished proposal.Evan Thomas, Networking Division Manager, Sektor
I had the good fortune to meet Carol Benton recently and engaged her to write a proposal for a business idea that I wanted to present in a very professional manner to a local government organisation. Carol took up the challenge and certainly over delivered on all aspects of the endeavour.Nanette Ferguson - Business Coach, College Coaching
Working with Carol was far too easy. Having a large amount of information to convey seemed difficult for me to narrow down. Carol’s expertise shone through as she moulded and created documents and copy I was humbled to read. Many thanks to you Carol and look forward to working with you more in the future!Simon Clark, The Shift Initiator