If you’ve ever struggled to articulate your value, you’re not alone.
We spoke to Christie, our Planning Director, about why so many businesses find this so difficult, what separates a just good value proposition from a strong one, and why getting it right makes everything else work harder.
Why do so many businesses struggle to define their value proposition?
CR: Because it’s hard to be objective about yourself! When you’re inside a business, everything feels important, you know and love your brand/product/service better than anyone, which makes it difficult to decide what actually matters.
An external perspective definitely helps. Someone outside the business can gather up all those conflicting opinions, cut through the noise and help you identify what truly sets you apart.
What makes a strong value proposition?
CR: There’s no single formula because every business is different.
At its core, a strong value proposition should clearly articulate what makes you distinctive (without overlapping with competitors) and directly link that to what your audience actually cares about.
The best value propositions ones put the customer benefit at the centre, turn the telescope around and consider not what you want to say, but what they need to hear.
Why does a value proposition matter in the first place?
CR: Ultimately, it supports all kinds of business ambitions: growth, a new direction, new launches, revitalising sales, reaching new audiences!
A clear value proposition will underpin all your sales and marketing efforts. It’ll help you differentiate, focus your messaging, and communicate benefits with confidence. That’s the theory anyway!
A value proposition isn’t just a line on your website- or it shouldn’t be anyway. It’s the foundation for clearer messaging, better sales- a marketing springboard for everything else you want to say.
If you’re struggling to explain what makes your business different, there’s a good chance your audience is struggling too.
If your proposition feels vague, your messaging keeps shifting, or standing out feels harder than it should, we can help. Contact Christie on christie.rolley@438marketing.com or fill in a quick form and we will get back to you!