I posted a comment on twitter recently where I asked “Can you deliver your product’s value proposition in the twitter format of 140 characters or less. While the comment was retweeted many times over (thank you to all,) no one answered the question. So, can you?
If you know your market well, have developed the personas for your market, and understand the product, then 140 characters should be enough. The exercise will force you to tighten your words so you are clear and succinct. You aren’t going to waste space explaining the latest feature, bells and whistles when you limit yourself. You aren’t going to use valuable resources – words – to convince someone that your product will meet their needs while solving global warming and worldwide hunger. You will, instead, focus. Focus on what matters. Focus on a clear message.
If you’re lucky enough, you’ll be able to test the 140 character message through solid market research channels. But, if you’re like the majority of the product world, look at alternatives like twitter to test it.
Looking in from outside, your message needs to be clear, distinct and succinct. Don’t laugh the idea off to keep it to 140. It’s not as easy as you think.
Can we use Zapf dingbats?
If it’s in the 140 limit, I think it counts!
Does it have to be grammatically correct? Plz and TU.
I agree with your intention here, but be mindful of the goal. Are you looking for something to tweet? Then 140 characters is your goal. If you are looking for an elevator pitch, then 30 seconds (likely much more than 140 characters) is your goal.
Like I you said, everyone should have a goal of clear, succinct, messages that articulate value (and not features!!!).
Stewart
Go back to the key differentiating concept. Set that differentiating concept into a conceptual model–a network of concepts–or a conceptualization. That conceptualization resolves itself down to a list of keywords.
Each of those keywords can be defined in less than 140 characters.
Some portion of those keywords can be listed in less than 140 characters. A value proposition is just a frame for delivering those keywords.
Of course a value proposition can be delivered in 140 characters at some granularity, and some degree of grammatical buffering. But, the reality is that a value proposition is a gateway to a conversation. It is bait. The conversation expands on those 140 characters.
It takes five or more exposures to close a B2B buy, so why are we trying to get it done in 30 seconds or 140 characters? Attract, then engage, WOM, and engage again, repeat, qualify, engage, qualify…. Qualify slowly during the process via short surveys, but filter on interest at the attract, at the self-selecting offer.
A value proposition is just one self-selecting offer among many. Use different value propositions with different audiences. Assume different interests and backgrounds. If one doesn’t take, use another. So, yes, a collection of value propositions, each 140 characters long, can get the job done.