<< Clarity continued from Page 136 “You are looking to ensure your
statement has clarity, communicates
specific results, explains how you’re
different and better, and can be read
and understood quickly.”
After all this is done, it is time to bring your value
proposition to life. Run it by a group of your target
market to ensure it resonates with the audience you’re
trying to reach. If you are using customer relationship
management software or social media, try A/B testing
with different subject lines and messaging within the
body of your message.
You are looking to ensure your statement has clarity, communicates specific results, explains how you’re
different and better, and can be read and understood
quickly. Get as much feedback from your sphere of
influence as possible and use this information to
determine your final statements.
Spread the word
Now that you have your final value proposition, your
next focus is getting the word out about your competitive advantages. According to HubSpot, a value proposition is one of the most important conversion factors,
and stronger value propositions lift conversion rates
and sales. There are all sorts of places where your value
proposition can be presented to your audience. It
should be part of every aspect of your business.
Online, make sure the value proposition is featured
Originators can create a conversation with a live or ani-
mated video that incorporates your company’s value
proposition. For your website, be strategic with the
statement and use your home page or “about” section
for your individual value proposition. If you’ve written
statements for specific products, include those with
your product details. Remember the emotional com-
ponent of decisionmaking.
Even your e-mail signature should reinforce your
value statement, whether it’s a link to a video or a PDF,
or just text. If it can be kept short, your e-mail signature
is a predominant marketing space.
Don’t overlook printed materials. Include your new
slogan in your physical marketing material as well.
White papers can allow your company to expand
upon the problem that you can solve. Something else
to consider is how you or your company affiliate with
groups and charities. A networking group of charities
can enhance your value in an unspoken way.
Lastly, remember your office. If you invite your clients
and referral partners into your office to meet with you,
don’t forget about including this value proposition
somewhere in your office. Whether it’s a decal on the
wall, framed posters, or a TV or computer screen, con-
sider putting your message there as well.
n n n
What you offer your clients and referral partners is
one of the most important elements of your marketing strategy. Capturing people’s interest and getting
them to find out more about what you’re offering all
comes down to your value proposition.
Remember to not limit yourself to just one message
as the problem you’re solving may change depending
on your target audience. Reach out to your sphere of
influence to get some feedback on why they work with
you and are loyal to you, to find anything that you can
use in a concise way. And most importantly, know that
as market conditions shift, your value proposition may
have to as well. n