The Value Proposition: Why Do People Say Yes?
Lehigh Valley Professionals, 12/9/2016
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DOWNLOAD: Lehigh Valley Professionals, Value Proposition Presentation, 12/9/2016
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DOWNLOAD: Value Proposition Development Process (Information and Pricing, Dec., 2016)
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DOWNLOAD: Value Proposition Template (10-Step Long-Form)
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Video Resources
- Dr. Flint McLaughlin, Director, MECLABS: Lecture at Harvard University (1:30:00)
- Joe Wilson, MaRS: Value Proposition ‒ Entrepreneurship 101 (58:31)
- Joe Wilson, MaRS: Value Proposition ‒ Entrepreneurship 101: Crafting Your Value Proposition (18:25)
- Joe Wilson, MaRS: Value Proposition ‒ Entrepreneurship 101: Defining the Value in Your Value Proposition (13:44)
- Joe Wilson, MaRS: Value Proposition ‒ Entrepreneurship 101: Refining Your Value Proposition: Case Studies (21:08)
- Joe Wilson, MaRS: Value Proposition ‒ Entrepreneurship 101: Show, Don't Tell (58:05)
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Discover MECLABS Institute and the work of Dr. Flint McLaughlin
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Why I am Such a Strong Advocate for MECLABS
Dr. Flint McGlaughlin is the managing director of MECLABS Institute, the world's largest independent research institution focused on offer response optimization.
His personal work has focused on the philosophy of human choice, experimental design, and the cognitive psychology of conversion. McGlaughlin has written or edited more than 250 articles and texts, has won multiple awards, including Harvard’s Speaker of the Year, and has been quoted in more than 10,000 online and offline sources.
McGlaughlin has patented 10 conversion-related heuristics, and he has conducted large-scale research projects in partnership with companies such as The New York Times, Google, Bank of America, Wells Fargo, and Royal Bank of Canada.
He has lectured at major conferences and universities around the world, including New York University, Columbia University, University of Oxford and Harvard University. He has also delivered keynote addresses for companies such as Cisco Systems Inc., Microsoft and Google.
- The work of MECLABS is based on more than two decades of marketing research, meticulously structured, analyzed and reported, with incomparable levels of drill-down into the data that show why certain offers convert so well and others so poorly.
- MECLABS videos and training are state-of-the-art with regard to clarity, quality and professionalism.
- MECLABS deals with Fortune 500 companies worldwide who MUST understand the WHY behind their customers' purchasing decisions.
- MECLABS has noteworthy marketing credentials and is widely recognized as the premier authority on the value proposition and all of its related disciplines.
- MECLABS communicates key concepts through an expert use of heuristics.
- MECLABS is not satisfied with just explaining "what" a value proposition is, but also in explaining value force analysis (for example, WHY does this particular offer show an improvement in conversions over the others?) and how to apply the value proposition in real-life marketing situations.
- MECLABS challenges the traditional structure of the marketing funnel. In reality, it should be inverted, with prospects "climbing up" the sides of the funnel with the value proposition as the central force drawing leads upward toward an ultimate "MACRO YES" (conversion).
- MECLABS introduces the concept of "micro yes" and "Macro Yes." Dr. McLaughlin uses eloquent and instantly recognizable metaphors and analogies to convey the concept of the micro yes and Macro Yes.
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