Now that we have a really strong idea of our core products or services that we will focus on, we need to build a really strong story that will form the basis of our marketing and sales activities. We refer to this story, or compelling offer as the Value Proposition. A good value proposition will synthesise the compelling reasons why someone should buy from you. Done well, it will form the basis of all communications and is also an essential briefing document for use with external agencies. With 9 out of 10 businesses that we work with, growing the number of customers/ increasing sales will be one of their critical paths and the first step in doing this should be to ensure a strong value proposition.Otherwise all the marketing in the world wont get you very far.The second step is to identify the key tactics in your \'marketing mix\' that will deliver the most impact on your numbers if done well.This course will cover both of these things giving you the tools to get your messaging and your marketing mix right.The bonus lecture at the end positions these two frameworks in the overall \'Execution Pillar\' - one of the four key \'Pillars\' of successfully scaling your business.