In part 1 of How to Create Your Value Proposition, we covered the questions that your unique value proposition should answer. By now, I hope you’ve had time to write one up.
Today’s post is all about taking that message and using it in your marketing materials.
Where does the value proposition belong?
The simple answer is, everywhere. In every piece of marketing material that goes out, gets published, airs, etc., you should be touching on part or all of the value proposition that you’ve come up with. And it should be consistent throughout the various pieces of marketing collateral that you create:
- Television ads
- Print ads
- Direct mail
- Online ads
- Landing pages
Since your value proposition explains to potential customers who you are and why they should buy from you, it’s the most powerful message you have. It’s what people are looking to find out when they first stumble on your website, and it’s what will resonate with people who are hearing from you for the first time.
Put it up on your website. Blow it up on a poster and hang it in the lobby of your office. Send it out as a memo to every employee.
This becomes the company’s mission statement, telling your employees and customers exactly what makes you so special.