5. Formulate a simple, differentiating promise

Once you've identified your problems, expectations, benefits and positioning, it's time to come up with a powerful phrase: the one that sums up your value proposition. This is your promise. It must be simple, clear, memorable... and above all, customer-centric.

It's not a marketing slogan: it's a phrase that rings a bell. It makes you want to know more. It helps the person you're talking to reposition you in his or her mind. It can even be used in your closing slide, your teaser e-mail, or your business card.