Last week I wrote about finding your Why… how to answer the question, “Why should I choose you over your competitors.”
I got some very nice feedback about that article, which you can read here
in case you missed it. I include a great list of questions you can ask yourself to help you with your Why
Today I’d like to take it a step further and talk about translating your Why – now that you’ve uncovered it – into your Value Proposition.
Before I do that, I’d like to share with you a very nice testimonial from a remodeler I’ve been working with:
Things are going well with the tools. I met with five potential customers this week and closed design agreements with two of them and am pretty confident one more of them will go through with the design agreement.
I brought my binder (which is awesome) and they LOVED it. The binder is such as a valuable tool. I don’t leave home without it.
I have a kitchen to start next week, a design to work on and just got the green light to build a deck…and I have two appointments for new work scheduled for next week that I’ll close (the binder along with your system is a big confidence booster).
Thanks again and I’ll keep you posted.
Okay, back to your value proposition.
The fact is that your value proposition is not really different from your Why, but it’s expressed differently.
Your value proposition is, ideally, a brief phrase with some punch that communicates to your target market in a second or two the underlying reason someone would want to do business with you.
The same rules apply to your value proposition that apply to your Why…
- You must approach it from your client’s point of view
- What do THEY get?
- Why should THEY care?
To give you an example, my value proposition is: Tools That Do the Selling for You.
The best thing about having a succinct value proposition is that you can put it front and center on your website and other marketing that you do.
With people’s limited attention span these days, you have only a couple of quick seconds to grab them when they land on your site. If they don’t feel they ended up in the right place FOR THEM, they’ll be gone forever.
It’s worth some time thinking about this.
And, if you come up with a great value proposition, I’d love to hear about it.