How to craft 4 variations of your value prop

Using “stage of awareness” to deliver the right message at the right time.

It’s all about meeting the customer with a message that aligns with their situation.

Here is how to approach messaging for each stage:

⚫️ Problem Unaware

Message Strategy → Lead with Alternatives

These folks are only aware of what they are currently doing.

You can’t just jump right into the problem or your solution.

Start the conversation by understanding their current way of doing things.

🔴 Problem Aware

Message Strategy → Lead with Problem

Slightly different than the previous phase, these prospects know they have a problem.

Build credibility by pinpointing their problem in your message.

🟡 Solution Aware

Message Strategy → Lead with Capabilities

Prospects here are seeking the right alignment of a solution to their problem.

If you hit on meaningful capabilities, you’ll earn the conversation to go deeper into the problem and situation they have already defined.

🟢 Product Aware

Message Strategy → Lead with Features

If a potential customer is already here, there isn’t too much you can do to steer the conversation.

Your best approach is to lead with your most differentiated features.

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The example below (image) is for Notion, with messaging variations approaching a Director of Product (persona).

Remember, good messaging is really about starting a conversation.

🫱‍🫲 If you resonate, you’ll earn a conversation.

By leading with the right element, you can establish trust…

And earn the right to go deeper with a customer.