Monday, March 23, 2009
Forget the Hype
Just about every business on the internet states, in some way or another, that they are the best for their particular product or service. Baloney! Companies all over the world will go to great lengths to developing and tweaking their product delivery, marketing, customer service etc. but fail when it comes to knowing their value statement.
A value statement is your unique selling proposition. It's the one thing that you can definitavely say sets you apart from the others.
Think of the tag line for these well known companies:
- Subway: Eat Fresh!
- Walmart: Everyday low prices.
- BMW: The ultimate driving machine.
- Avis: We try harder.
- Domino Pizza: We deliver hot, fresh pizza in 30 minutes or less, guaranteed.
What do these phrases say to you? It's a defining statement that promises (from subway) you'll always have a fresh sandwich. This is similar to your "elevator speech" but different in that the value proposition is the major difference between you and the next widget salesperson. Your value proposition should contain quantitative statements about the uniqueness of your business
Take a few moments today to define your value proposition. Think about your customer and what problems they face. Brainstorm with your team to discover those elements of business in which you truly excell to solve the needs of your customer. Think about the single most important reason people should buy from you above everyone else.
Once you think you've got it figured out, add your value proposition to the first page of your website as a headline and see how the public responds in terms of an increase in leads or sales.
This isn't the easiest task in the world, most of the time when I ask a client to come up with their value proposition I'm met with blank stares but once discovered, it turns into the one idea that the entire staff can get behind.
Need help with yours? Contact me!
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