The Guide to Creating Permissionless Value Propositions That Prospects Would Pay to Receive
Part 1 of 2: The basics
Hey Cannonballers!
Thanks for being a Cannonball GTM Substack subscriber. One of the big benefits for our paid subscribers is exclusive access to training like this. With this post, we’re sharing the step-by-step process for creating Permissionless Value Propositions (PVPs), messages so valuable that prospects would literally pay to receive them.
What You'll Learn Today
In today's training, you'll discover:
The exact steps to create a powerful permissionless value prop
How to identify if you've truly created a PVP
What pain-based segments are and why they matter
How to find the existential data point that drives decisions
How to use AI to generate and polish your PVPs
If you're a growth marketer, pay special attention to the existential data point. When you truly understand and adopt the Cannonball GTM framework, you'll center your marketing around this critical concept.
Meet Our Example Brand: Texada
For this training, we're focusing on Texada, a Canadian company that helps equipment lessors manage and optimize their businesses. Texada is a vertical SaaS business (which we love here at Cannonball GTM), making it an excellent candidate for PVP.
Here's a brief overview of what Texada does:
Texada Technology makes special software for companies that sell and rent heavy equipment like construction machinery. Their software helps these businesses keep track of their equipment, manage customer information, and run their business better. The software allows companies to do essential things like track equipment and know where it is, manage customer relationships, create price quotes for customers, keep track of sales and rentals, schedule maintenance for equipment, and allow workers in the field to access information from anywhere.
Texada's customers are companies that sell, rent, and fix heavy equipment like bulldozers and cranes. These include construction equipment rental shops, dealerships that sell big machines, and repair shops that service this equipment.
A Powerful PVP Example
Let's look at a real example of a PVP created for Texada:
Notice anything striking about this email? First, Texada's brand name isn't mentioned at all. This is entirely about the prospect's pain and opportunity. The email focuses on delivering value to the recipient, identifying an idle piece of equipment and a potential customer who needs that equipment.
The 7 Rules of a True PVP
For a message to qualify as a permissionless value prop, it must meet these seven critical criteria:
It must be independently useful - Provides value without requiring a meeting, call, or follow-up
It must relate to your value proposition - Connected to what your product or service does
It must be based on public data - Uses information that doesn't require the prospect's permission
It must translate into meaningful insights - Contextualizes information to the buyer's specific situation
It must go beyond pain identification - Offers specific solutions, not just pointing out problems
It must create information asymmetry - Provides insights that the prospect doesn't already have
It must be concrete and specific - Includes actual names, numbers, dates, and locations
Let's analyze how the Texada example meets these criteria:
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