At the center of every marketing strategy should be a single, clear message.
You must communicate to customers why they should do business with you instead of your competitors. The benefits you bring to the table must be clearly stated. And they must appeal directly to your target audience.
This message is known as your value proposition. Companies use various terms to describe this: strategic propositions, positioning statements, brand propositions, brand statements and more … It’s an important statement of benefits and value, similar to but not the same as) your unique selling proposition (USP). Whatever you call it, if you deliver this message the right way, your business will see a significant increase in sales and leads. We guarantee it.
What Is Your Unique Value Proposition?
It’s not easy to come up with a few concise words that encapsulate the innovation, service or feature that makes your company or product attractive to customers, while also highlighting the ones that your customers won’t find with your competitors. But that’s what you have to do.
You may be tempted to talk about features—things like friendly service, how long you’ve been in business, your reputation for quality products, for example.
That’s all irrelevant. You want to talk about benefits. You want to talk about how you—and only you—have a specific solution to one specific problem that your target customer is struggling with.
Consider the most frustrating aspects of your industry as a whole, then describe how your business circumvents them. If you’re an e-commerce site, for example, emphasize how easy it is to navigate your store, search for products, and make a purchase. If you offer free shipping, talk about it, but remember that “free shipping” isn’t the value prop. Your ability to help the customer who needs his or her product TODAY is the value prop.
How Do You Write a Value Proposition?
While value propositions shouldn’t be very long, every word matters. Remember, this will act as a summary of your business for potential customers, and people generally don’t want to read a wall of text to learn whether or not a company is trustworthy. Strive for clarity.
The content of your proposition should follow a simple step-by-step process:
First, identify the unique benefits your business offers and why they’re valuable. Then, determine what the biggest problem is in your industry for people in your target audience. After that, describe how the benefits you offer help customers circumvent that problem in a way that your competitors can’t match.
Unfortunately, there is no universal way to apply this formula to every business. Each aspect has to be uniquely tailored to your industry and audience. Aspects like convenience may be universally liked, but it may not be the most important thing your business can offer, so make sure you keep your focus by building each step of the process upon the last.
Elements of a Value Proposition
You know what kind of content your proposition should contain, but how you organize that content makes a difference as well. Like with all forms of content online, presentation plays a huge role in effectiveness. If you can incorporate all the necessary elements that your target audience would expect — and provide high-quality content — you’ll see measurable results in terms of sales.
The first element you’ll need is a headline. This should describe the overall benefit your customers can enjoy at the end of the process. Keep in mind that your headline should not be a slogan. The subheadline is usually a paragraph that details all the benefits. Having some sort of visual element is helpful as well, and don’t hesitate to create a bulleted list of benefits if you think that will play better with your audience.
Put your value proposition prominently on your website’s front page. It should be the first thing that visitors see, so that they immediately know what they can expect from your business. If users have to hunt around to learn more about your company, they’re likely to give up and move on. The internet has made all our attention spans shorter, and you have to account for that.
Symphonic Digital Can Help You Find Your Value Proposition
Finding your best value proposition is a lot of work. If you want to make your proposition drive sales like no other, Symphonic Digital is happy to help. We use data-driven marketing strategies to create, monitor, and update digital marketing efforts. Contact us today to get started with yours.