Thursday, March 24, 2016

A Digital Product or Proposition

Are you struggling with the difference between a Digital Product or a Digital Proposition? I was for a while, but think I've now found the best way of explaining each:

A product is an item, idea or service for sale that satisfies a need (or want)

A proposition (or value proposition) is an explanation of why your customer should purchase your product. It should answer the question “what’s in it for me?”.
It should therefore ideally:

  • Be relevant - answer the question "why me?"
  • Communicate key benefits -  - answer the question "what will it help solve?"
  • Provide differentiation -  answer the question "why not buy something else?"
  • And.... It is NOT a slogan or a positioning statement