I congratulation you have completed the pre marketing fundamentals section. But before we dive into the next topic here I'd like to share with you a simple tools to help you create your purple cow or your value proposition. Let's have a look. This is a one page value proposition framework. In this framework you can see it's divided into two portion, the customer and the product. In the customer section, we will like to analyze our customer emotion, whereby what are their fear need and one and how are our product able to help the customer to achieve what they want?
Let's look into this framework in much detail. Let's begin with the customer column. In the customer column. We are looking into three different types of emotion of our customer. Number one the fears, the needs and one. So let me explain for the what are the differences the fear meaning When a customer is doing business with you when they are buying a product or services from you, what are the common fear that the customer will have?
For example, if I buy something from you will I be worrying about the pricing? Is it too high? Will I be worrying about do you have a good customer service after sales? Or will I be worrying that can I make the payment into a different payment plan or installment plan? So, analyze and write down what are the common fears when a customer is doing business with you. The second customer emotion that we are going to analyze is the customer needs.
Needs are something that when a customer is buying a product from you, this is something that they must have. For example, if you are buying a new dress, you will at least need to try the dress on yourself before you buy and if I want to buy a sofa or furniture from your shop We'll need a deliver services. So they stop the needs from your customer when he is doing business with you. And lastly, let's look into the ones once. It's something that not must have, but always good to have. For example, if I'm buying something online, am I comfortable waiting?
Shipping time is about three to five days. And you came in tell me you can do it on the next 24 hours. I don't need a 24 hours delivery. But since you can do it, do I want of course I want so one is always your something that exceed your customer expectation. Give it to them and wow them the emotion of fears the and one basically sum up the portion of the customer site. So right now let's look into the products in the product.
We have two primary analysis over here. The first one can your product help your customer to gain power sitive emotion. For example, if I'm going to sign up your gym package after going through the exercise, you're able to help me feel and look better if I want to buy an expensive luxury product like washers or like cars, or your product, able to boost my social status and make me feel really good after driving expensive cars. So these are the game creator portion that you want to look into can your product create a positive gains for your customer. In contrast, the pain relief is something that your products are able to help your customer to reduce some of their pain or undesired costs, or even though a risk example if a customer buys insurance product, this insurance product able to help them relieve some pain. For example, if something happens to this particular client, the client will know that the family, his family is being taken care of by the insurance coverage.
So, is your product able to have a gain positive gain greater or a pain relief and in some cases you might have just both. So list out all your possible detail into this one page value proposition framework. And from this framework properly you have a better idea how you can create your value proposition or purple cow in a better manner.