“The marketer cannot manufacture desire or emotion on the part of the prospect. The marketer can only stimulate these two.
This is not achieved with hype (or sophism), but rather with the (authentic) marketer’s special knowledge of the product.
Thus, the marketer’s unique product insight, shaped by their hard-won prospect insight, must be crafted into a single dynamic reason: the product value proposition.”
-Flint McGlaughlin
MECLABS Institute
The Product Value Proposition
The Product Value Proposition
