15% off all virtual courses booked before 31 July, plus an additional 15% off for members. Valid on courses delivered from now until 30 September 2022. Use code DISCOUNT15. T&Cs apply.



A value proposition creates a perception of value in your customers’ minds. Whether you’re marketing a brand, a product or a service, your value proposition explains the unique benefits you offer.  

This course puts marketing front and centre of the value proposition strategy. VPs link product development, marketing and salesaligning communications across the organisation and with your customers. A great value proposition helps you define your marketing strategy, generating your branding framework and supporting your marketing campaigns. 

In this intensive, practical workshop, you’ll explore a strategy for crafting value propositions and translating them into coherent, compelling communications. Throughout the workshop, you’ll be writing and reviewing VPs for your own company, organisation, products or services. You’ll also have the opportunity to share your ideas with your workshop colleagues and take inspiration from other industries and sectors. 

Who should attend?

This workshop is designed for marketing professionals, business owners and agency professionals responsible for designing and delivering value propositions. 

Learning outcomes

  • Deepen your understanding of value 
  • Define your brand core 
  • Map customer analysis to sources of value 
  • Distinguish yourself from the competition 
  • Create different ways to articulate your value proposition 
  • Develop your brand strategy: taglines, topics, brand messaging 
  • Use your VP to brief copywriters and agencies more effectively 
  • Translate your value proposition into compelling copy 

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Alan Barker

Alan has over 25 years’ experience as a copywriter, trainer and coach. In an earlier career, Alan was an actor, and he remains obsessed with the magic that conjures words to perform. As well as running the Copywriting Masterclass, Alan has produced two CIM webinars: Mastering the Craft of Copywriting and Influence Audiences through Influential Copy. He has worked on every continent except – so far – Australia and Antarctica. His clients include UK Finance, ICAEW, the London Assembly, the British Science Association, the National Gallery, the British Museum, the International Criminal Court (in The Hague) and the Korean National Diplomatic Academy. Alan has written almost thirty books and ebooks, including Improve Your Communication Skills, How to Solve Almost Any Problem and Creativity at Work.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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