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Behind the scenes of crafting a compelling value proposition for multiple B2B personas

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I know, how exciting right.

Probably only if you’re as much of a copy nerd as I am.

Anyway, I often find myself in the midst of crafting value propositions for clients across various industries and often speaking to multiple types of prospects.

Today, I want to share with you my process and reasoning behind creating a value proposition that resonates with different segments.

It’s not an easy task.

So I came up with a process to simplify it.

On a recent project we identified three key audience segments: CFOs, IT managers, and B2B consultants. Each of these personas has unique needs, decision-making processes, and emotional needs influencing their actions.

Let’s break it down:

First, figure out their level of awareness and lay it out in simple terms:

CFO – Problem aware: Needs to learn about potential solutions, what my client does, and how it’s unique.

IT manager – Solution aware: Wants to know how my client meets their needs and how it does it better than others.

B2B consultant – Product or most aware: Needs detailed product info, comparisons, and how my client helps their customers self-serve.

Second, once you know how they make decisions, lay the process out for each:

CFO: Logical-slow. Requires data on performance and ROI, with proof in the form of case studies, testimonials, and client logos.

IT Manager: Logical-fast. Needs use cases matching their needs and expertise. Relies on existing mental models and is time-constrained.

B2B consultant: Emotional-slow. Values long-term benefits, relationships, and compliance. Proof includes track record, industry awards, and established history.

Third, map out their emotional approach to the product/solution

The process typically starts with the CFO recognizing a pain and exploring high-level solutions. They then involve the IT manager, who validates the solution from a technical standpoint. The team syncs up and overcomes friction and switching costs before deciding to buy.

B2B consultants, on the other hand, have a goal and need a solid solution that meets client requirements and guarantees positive relationships. They seek independence from the provider and a good support system.

In short, awareness, decision making process and approach.

With these 3 elements you pretty much have a great starting point to know how to work on your value proposition copy in order to address all audiences.

Simple but not easy of course.

Before this you have all the positioning work…

Then it’s a lot of UX design and laying out each element so they flow the right way.

Reason why I always create wireframes along with my copy.

If you’re curious, I wrote a couple of articles on this a while ago for the guys at Balsamiq. Here’s part 1.

Have a great weekend.

Quote and reflection of the day:

“People were always talking about how few performers there are at the top of the ladder, but I was always convinced there was room for one more. I felt that, because there was so little room, people got intimidated and felt more comfortable staying on the bottom of the ladder. But, in fact, the more people that think that, the more crowded the bottom of the ladder becomes! Don’t go where it’s crowded. Go where it’s empty.”

  • Arnold Schwarzenegger, Total Recall

Getting outside of your comfort zone requires you to change your thinking. It’s harder than actually taking action. Prioritize acquiring as many perspectives as you can to view reality like no one else does. Clarity of thought over action, and action will follow.

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I’m a big believer in focusing on the process and on the work rather than on the outcome. That’s how you make good decisions. Not by studying the result, but by studying the process that led to it. Today’s newsletter shoutout goes out to a really cool, niche creator I recently connected with. Get succinct and practical insights on writing, management, and leadership. Recommended for the common sense adherents.

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