All three layers of rational, political and emotional must be covered by your messaging Rational messages appeal to the logical needs of the recipient – matters of fact, content and detailing. Political messages respond to a recipient’s organizational constraints and political issues. Emotional messages relate to gut feeling and instinct coupled wi

full and excellent explanation of market mapping, and the segmentation process, is given in Market Segmentation: How to do it, how to profit from it, Malcolm McDonald and Ian Dunbar,

Another key theme is customer experience.

substitute performs the same or a similar function as an industry’s product by a different means. Videoconferencing is a substitute for travel. Plastic is a substitute for aluminium. E-mail is a substitute for express mail.

A key output from a C–B analysis is a time-based cash flow summary. This will serve as the basis for calculating such things as net and discounted cash flows, payback periods

map them on to a two-by-two matrix for further refinement. The x-axis is ‘value to customer’. The y-axis is ‘differentiation from competition’.

clients may not understand whether or not a particular offering will be of value to them. In these situations the value proposition approach is far more powerful than old-style marketing-speak, because it enables a new offering to be expressed in terms of the value of the client experience that it will deliver.

you can aim to deliver what you perceive and believe to be value. What is actually valuable is what your customers say they value.

you must examine what your customers really value before doing anything.