Let’s face it. There are plenty of other businesses out there that offer products and services similar to what your business offers. What makes you different? What makes your customers choose you over all the other options out there? This is what’s called your value proposition.
If you have a tough time identifying what your value proposition is, you won’t get or keep customers. Every business offers slightly different value over the others. Here are seven ways to increase yours:
1. Know what you’re good at...and own it. Trying to be all things to all people never works. Instead, consider why your customers keep coming back. It might not be what you think. Let’s say you own a Mexican restaurant. You may think customers come there every week for your tasty food, when in reality they come for $5 Margarita Mondays. It’s all about understanding the value you offer customers, and then owning it.
2. Make it clear in your copy. Anyone who visits your website or social media pages should be able to quickly understand what your specialty is. If it’s those handcrafted margaritas, those should take center stage with a professional image at the top of your website, not your tacos. Your value proposition should be clearly delivered in all your messaging so that customers know what to expect from your brand.
3. Talk to your customers. Even if you think you know why people buy from you, it’s a good idea to ask them yourself. You’ll get interesting insight that may change the course of what you focus on delivering.
4. Quantify your value. If you’ve helped 147,356 entrepreneurs start a business, say so. It sounds better than “we’ve helped lots of people start a business.” As best you can, quantify your value proposition. If you can fix a customer’s car in 45 minutes (and the competitor takes half a day), use your speediness in your marketing material.
5. Find different channels to offer value. Your value proposition isn’t limited to your products or services. You can deliver value to your email subscription list and social media connections with valuable content. Remember to focus on solving your customer’s pain-points.
6. Share your success stories. Testimonials are excellent tools for showing off your value. Anyone who’s considering a purchase will feel more comfortable, knowing you’ve helped others with similar needs.
7. Tell people what your product can do for them. Outline the benefits of your product or services to potential customers. Is it Better, Faster, or Cheaper? These are all triggers that cause people to buy, so use them.
Your value proposition is what drives traffic to your website and to your store. Be clear about the benefits you provide over the competition, and keep it consistent across all your marketing.