THESIS:  The essence of marketing is the message. The essence of the message is the value proposition!

SUMMARY:  Put simply, a value proposition is the answer to one critical question: "If I am your ideal customer, why should I buy from you rather than any of your competitors?" The clearly written response to this question delivers two critical pieces of information:

1. For you: It provides the framework for you to develop your "core marketing message"; and

2. For your customer: It offers your customer the bulletproof rationale for choosing YOU above anyone else offering similar products or services (Note: "hiring manager" can be safely substituted for "customer")

Chip is a business owner and published author based in Parsippany, New Jersey specializing in the development of online branding and marketing solutions for a wide range of customers. Chip Hartman.com, LLC helps both individuals and business owners formulate, articulate and deploy their value propositions within their marketing assets to achieve demonstrably higher conversion rates.