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Topic: Do You Have the Right Value Proposition? How to test, measure, and integrate your Value Proposition online.

Your value proposition is at the foundation of all your marketing efforts. It is that primary reason why your ideal prospect should buy from you rather than your competitors. Yet many marketers have never tested this crucial element of their marketing strategy; they have only assumed it, essentially building an empire on sand.

However, according to Dr. Flint McGlaughlin, real-world testing is essential to determining the most effective value proposition, and there are five simple steps any marketer can take to identify their optimal value proposition.

After reviewing the five steps, Dr. McGlaughlin took the practical application to an even greater level by providing three marketing elements that MECLABS researchers use to incorporate value propositions on a Web page. He identified these elements as:

• Proof Points – Codified text bytes that support the claim of value (6 examples provided)
• Supporting Stories – Simple narratives that bring relevance to the claim of value (2 examples provided)
• Illustrative Images – Meaningful graphics that illustrate the claim of value (5 examples provided)

To see all these principles applied in current marketing scenarios, the Web clinic concluded with live analysis of audience-submitted Web pages.

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Here are what some of the audience members had to say about the Web clinic: