Every business owner wants their brand to be unique and stand out from the crowd. But what happens when customers start to pass over you and head straight to the competition? It may be because your brand lacks a value proposition. Simply put, a value proposition is a statement that describes how your product or service is valuable to customers.
To create your value proposition, start by asking yourself the following questions:
- What are the key benefits of my product or service?
- What problem am I aiming to address, and how does my product or service provide the solution?
- How am I meeting my customer's needs?
- Why should a customer choose me over my competitors?
- What are the key benefits of my product or service?
Once you've created your value proposition, it's time to incorporate it into your marketing strategy. Think about all of the marketing channels that you utilize for your business, like your website, social media, paid advertising, and printed collateral. Once you've made a list, come up with a plan on how you'll promote your value proposition on each channel. For example, say your value proposition is free consultations. Make sure that is featured prominently on your website so it's one of the first things your customers will see. Include it in your social media content and consider creating paid search and display ads that include language about free consultations. If you hand out any printed collateral to yur customers — like business cards, brochures, or white papers — add visual emphasis to the value proposition by putting it in large, bold lettering.
No matter what marketing channels you use, your value proposition should be front and center. That will help remind customers of what you bring to the table and why they should choose you over competitors.
