Flipping the script.

“Your value proposition is missing one key component: the actual value.”? - Me

I was on a client call recently when one of the product team members casually dropped a line that really stuck with me. It was such a simple idea, but it made me replay the recording more than once. He said, “Why not just flip the descriptions and lead with the value?”?

I’ve been preaching about leading with the value you provide for years. Screaming it from the rooftops actually. That’s because so much b2b messaging is internally focused. It’s about the company, the product, the awards, never about the problem solved or value provided.

If you’re in B2B marketing—especially in complex industries—chances are your messaging follows a familiar formula:

1.?Solution ? > ? 2. Benefit ? > ? 3. Value ?

You present what your product or service does?(the?solution), explain why it’s good for the customer?(benefit?or feature), and sometimes?(rarely)?you might cap it off with why it matters?(value).?But as I said before, your prospects don’t?reallycare about your solution. If we are being honest. They care about?themselves—their goals, their challenges, their outcomes.So, flip the script and start with the value:

1.?Value ? > ? 2. Benefit ? > ? 3. Solution ?

Why flip? Because people don’t?buy solutions or features—they buy outcomes.?

The?value:

Lead with what your audience truly values—profitability, efficiency, compliance, peace-of-mind, whatever moves the needle for them. This forces you to speak directly to their challenges and what the outcome?(to?them) might be if they choose you. It needs to start in their world, not yours.

The?benefit:

Once you’ve got their attention by addressing what they care about, then you can transition to the features or benefits. This is where you clarify why your offer will help them achieve the value you just promised.?

The?solution:

Now that they understand the why and the what,?then?you can get into the specifics of what you're offering. At this point, they’re ready to hear about your solution because you’ve already shown them why it’s relevant to them.

By flipping the script, you’re leading with what your customer?actually?cares about, not what you think they should care about. It’s not about drowning them in tech specs or detailed features and benefits upfront—it’s about connecting your offer to the value that drives their decisions.

So next time you’re crafting that perfect B2B message, resist the urge to dive straight into the technicalities or how great you and your product are.?

Flip the script.?

1. Start with the value.

2. Connect it to the benefits.?

3. And then, speak to your solution.

Sláinte, ???? ???

Eric

Marjoram

Two ways I can help:

1. As a strategic advisor on B2B brand marketing & messaging strategy
2. As an external team, helping support how that message gets applied and amplified

Talk is cheap: Book a free consultation with me to see if there's any way I can help.

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