Define your brand audience value proposition

[CXL (CXL Playbooks)]

Business benefits

Make your brand marketing strategy more effective by focusing it around what additional value you bring to your selected brand audience.

Identify the interests, goals, motivations, and pain points of your brand audience.

Gain a deeper understanding of your target brand audience by looking for common interests. For example, gamers who care about their PC.

Find a community to target for your brand audience

Spread organic word-of-mouth using a unifying trait your customers share.

Using your audience’s shared challenges, goals, or interests, consider what your brand can champion for that brand audience.

Discuss this as a question with your team, considering your audience’s shared challenges, goals, or interests. Generate a list of ideas.

For example, if your audience is gamers who care about their PC, then your brand could champion showing the audience how to properly care for and build a PC.

Choose one way your brand can add value to this audience’s space, based on the brand champion ideas you generated.

From the brand champion ideas you identified, pick one you think best:

• Helps the audience solve a problem, reach a goal, or spark their interest.
• Goes beyond your products.
• Provides value and a unique perspective in the community space.

Brainstorm content ideas within this positioning angle to confirm it yields many free flowing content ideas.

For example, try to quickly think of 10 content topic ideas that fit this value proposition. If this is easy or not strained, then this value proposition could be a good fit for your brand.

Verify that your value proposition is tangible and clear. Ask team members to explain what they think it means and ask others in the company for their interpretation.

The answers from different people should be similar and concise.

Make sure your value proposition is not specific to your product. Check that all or most of the content ideas for this value proposition do not involve talking about the product.

Research your brand audience to test the relevance of your value proposition.

Since your value proposition is only an assumption, test this assumption using various methods, like:

• Reading relevant subreddits on Reddit to see if your target audience is asking questions that are related to your topic
• Polling your existing audience on social media to see if they’d want to learn more about the specific topic
• Looking for comments that reference their frustrations, challenges, or goals in existing community spaces

Write your audience positioning statement using the formula We connect with [audience], but [insight], by [value proposition].

For example, We connect with gamers who care about their PCs but aren’t satisfied with their PC set-up, by championing a DIY approach to PC building.

[chad_wyatt]

@CXL

Business Benefits

Define what additional value you will bring to your selected brand audience to focus your brand marketing strategy.

Not really a benefit. Suggestions:

@CXL

1. Review who your brand audience is, including their interests, goals, motivations, and pain points.

“Bring more value to your brand audience.” or “Improve your brand marketing strategy and add value to your audience.”

Refer to the “Find a community to target for your brand audience” playbook to dig deeper into who your identified target brand audience is. For example, your audience may be “gamers who care about their PC.”

I would change this to “Identify the interests, goals, motivations, and pain points of your brand audience.”

The step here shouldn’t refer to the playbook. Something like "Identify your target brand audience by looking for common interests, for example, your audience may be “gamers who care about their PC.” Then a link to the other playbook. (There might be something more useful to add than my suggestion.)

@CXL

2. Discuss the question, “what can your brand be the champion of for our brand audience?”

Consider your audience’s shared challenges, goals, or interests. For example, if your audience is “gamers who care about their PC,” then your brand could champion showing the audience how to properly care for and build a PC. It can be helpful to create a list of ideas in this step.

The explanation should be the step. “Use your audience’s shared challenges, goals, or interests to consider what your brand can be the champion of for that brand audience.”

The explanation can then be explained with something like “Discuss this as a question with your team. It can be helpful to create a list of ideas in this step. - Then the example”

@CXL

Identify one way your brand can add value to this audience’s space based on your answers to the previous question.

From your list of ideas, identify one that you think best:

• Helps the audience solve a problem, reach a goal, or spark their interest
• Goes beyond your products
• Provides value and a unique perspective in the community space

Shouldn’t really refer to previous steps, could change to based on your “Brand Champion Answers” or something that fits better. I think the explanation is fairly confusing - the list of ideas is this from the previous step because the step talks about ‘one’ way. Maybe “From these answers, identify one…”

@CXL

5. Verify that your value proposition is tangible and clear.

One way to do this is to have each team member explain what they think it means. Ask other company voices for their interpretation as well. Are the answers similar and concise?

Most of the explanation can be added to the step. "by having team members explain it and seeing if their answers are clear and concise.

@CXL

. Verify that your value proposition is not specific to your product.

Answer the question, “Did all or most of the content ideas for this value proposition involve talking about our product?” The answer should be no.

This one too can be merged with the step itself.

[lsmous (Laura L Smous)]

Multiple edits made to address feedback and further refine the playbook

[naomi_kramer]

Thanks @lsmous! I made some minor tidying edits.