The answer to this question goes to the heart of your marketing strategy.
A few years back I was lucky enough to be on a workshop with a marketing exec from Unilever and he went through this model.
Who cares about the difference you make and which of the benefits of your work interest you audience or customers the most?
You can use this model to answer those questions and to methodically work through your target audiences or customers. Completing it enables you to get everything down that they care about, about what your charity or social enterprise does. You should include the implicit stuff that they might not like to admit – like you make them look good.
You then score each benefit against each customer out of ten on how much it matters to them.
The benefits of your service that score the highest across the range of customers are your key messages. Knowing this enables you to tailor your messages to your audience.
This will feature in my next half-day Value Proposition Workshop on 11th June in Norwich.
If it sounds useful I look forward to seeing you there.