Designing your education services marketing value map

For us to execute effective education services marketing and drive customers to purchase, complete, and apply what they learned in our training courses, we need to learn the art of value proposition design. Value propositions are not just about listing product features and then next to each feature listing the benefit that feature creates. Value proposition design is about two things: 1) understanding customers in the context of their work; and 2) figuring out what helps them perform their work. If we can figure these two parts out, and link them together, we can create training courses and marketing programs that speak perfectly to what our customers need. 

Notice I said, create courses AND promote them. 

It’s no good for us instructional designers to create high quality learning experiences and not have anyone know about them. We need to be good at creating courses our customers need and persuade customers to purchase them.

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