30 seconds to impress
So you have the persona work completed, you know the needs, goals and pain points of your personas. You have worked out your brand and product positioning and your value creating and pain relieving features. It is now time to connect the two together through your propositions. Let's say you have managed to get your message into the right hands and they have opened it, in that 30 second review window, your messaging needs to sing to them. Your proposition needs to go deep into the problems you want to solve for them, and what makes you the right guys for the job. It needs to do the work for your potential buyer. They don't have the time to do it for themselves. Getting that proposition right and ensuring you get filed in 'to action' rather than bin takes some work.