Crafting Your Best
Value Introduction
hopnetworking.com
When you introduce yourself, make a cold call, design an ad, write content, or tell your family
members what you do, what do you say? You say what your market cares about, of course!
❖ Be Your Best Customers – what need(s) or pain(s) do they have? What emotions do your solutions evoke?
▪
Example: Insurance professional: Peace of mind, relief of big bills and big hassles, and feeling of
security that their standard of living will not be taken by an accident or force of nature.
❖ Keep it Clear and Concise – Briefly answer each of the 5 W’s that will help your audience know where to
file you in their minds, and inspire them to begin a relationship if they or their connections have a need.
❖ Lead with what’s in it for your market so those you meet have an instant connection to your value.
➢ What – What pain do your products/services solve, and what do customers feel when taking
advantage of it? (‘Frame the Pain’)
➢ Why – Why should they take advantage of your solution over others – what is your ‘unique selling
position’ This should answer the questions ‘who cares’, or ‘so what?’
▪ Benefits (instead of the feature ‘we have 100 years of experience’ use ‘our clients rely on our
100 years of experience for…)
▪ Emotion (‘Clients know, feel, like, love, enjoy, are relieved, are excited, are energized…’)
▪ Alleviation of the pain (‘They count on us to… help, fix, assure, guide, clarify, save, fill, …’)
➢ Where – Your market (client type) and, if it applies, scope and geography I.E. for businesses with 1
million in sales or above, with 10 or fewer employees, in Ohio
➢ When – If it applies, is your solution available now – on a specific date – in relation to something?
➢ Who –Name, Company, Feature Keep it short and use the time for identifying their pain and what’s
in it for them to use your solution – why it is unique, how you solve their pain, what they should feel
➢ How – How can they take advantage of your solution
▪ Give them samples and/or a website to visit for more information
▪ Give them a discount card
▪ Let them know of an action they can take for a special offer
❖ Close with your business card if requested, website or phone (if you are speaking to a crowd or
leaving a phone message), or complete contact information and branding if you are placing an ad.
“When you own something big, and something happens to it, it can be a big expense and big headache to
fix. (what - pain) Businesses and individuals in Ohio (where) count on us to respond quickly and assure their
standard of living when they experience loss or damage. (why - solution) As their agent, I relieve them of
their headaches and take complete responsibility the minute they call me with a claim. (when) I’m Joe with
SolInsure, the company that exceeds our customer’s cost and coverage expectations. (who) Request a quote
online for an immediate cost comparison and a free (useful/unique item) in the mail. (how - incentive)”
The short ‘Escalator’ 10-Second intro: Owning big things can come with big bills and big headaches when
something happens to them. Clients count on us to take complete responsibility and relieve those
headaches. I’m Joe with SOlINsure.
❖ “Don’t practice until you get it right, practice until you can’t get it wrong.”
© Collaborative Marketing Services, LLC  PO Box 2825 North Canton, OH 44720  440-546-1676  www.linksharegrow.com