From the course: Storytelling for Business Video
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Moral: Heavenly values
- Marketers call the takeaway of your business video, the message we've been talking about, your value proposition. There, I snuck another bit of jargon in. The value proposition tells your audience why they should do what you're telling them to. In the world of advertising and marketing that why usually has to do with how your product or service will solve a pressing problem and do it better than any other way. A value proposition is not the same thing as a slogan which is a snappy catch phrase that summarizes the feeling behind the value proposition. Here's the value proposition for the high tech taxi company, Uber. "Uber is the smartest way to get around. "One tap and a car comes directly to you. "Your driver knows exactly where to go. "And payment is completely cashless." But here's a slogan for Uber. "Your day belongs to you." That's a snappy catch phrase that sums up the feeling behind the value proposition. Your value proposition is all important to your business video. But I…
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