How would you describe your business to a potential customer who approaches you on the street? What if you didn’t have much time? What if they were about to walk across the street and ask your number 1 competitor the same question?
The answer, to those of you who had one, should be your value proposition. Every business needs one, and it should be at the core of all your marketing messages.
So how do you create one?
Start by answering the following questions:
- What do we do?
- What problem do we solve?
- What do people love about us?
- What makes us different?
The key here is that your value proposition should be unique. It needs to focus on what sets you apart from the competition, not what lumps you together.
Once you have the answers to those questions, write them out. Read through them and try to whittle it down to a few short and powerful lines of text. The goal is that you should be able to hand that message to a prospective customer, and with nothing else, help convince them to purchase from you.
Your unique value proposition is your brand. It’s who you are and why you matter. It’s what you do better than everybody else you compete with, and why your customers buy from you over them.
On Thursday, we’ll follow up with part two of this post, with ideas on how to use your newly created value proposition.