Why you should make the value proposition a part of your marketing strategy
What is a value proposition?
Put simply, a value proposition is a “hot button” sentence that makes customers act to buy from you.
A famous example comes from Domino’s Pizzas: “Fresh, hot pizza delivered to your door in 30 minutes orless… or it’s free.” This helped Domino’s to target hungry, impatient college students in the US and build a strong business. Having a clearly defined value proposition is not common, which is where the opportunity lies to stand out from the pack.
Why are they so powerful?
Value statements are powerful because they focus your ideal prospect’s attention fully on your business by hooking them in with a promise that exactly matches their burning wants and needs. If successful, it motivates them to immediately contact you to buy. Then all you have to do is be polite, stay relevant and the sale is yours.
Close the open loop in their mind
Effective value propositions enter into a conversation that a person has been having with themselves in their own head, promising to solve the problem and close the loop.
For example: for the last week I have been meaning to get to the doctors to pick up a prescription (nothing serious). Trouble is, I’ve been super busy. This means that the loop is still open in my mind and at regular, usually inconvenient, intervals I think “Damn, got to get around to that”.
So, what would happen if I came across a marketing message that said:
“Tap this button and we’ll get your prescription filled and drop the medicine into your letterbox, today.”
Boom – I’d tap that button faster than a 9 year-old blasting zombies on his ipad!
Now, if their website had said “We are proudly Australia’s number one courier with additional value-add services including order fulfillment and supplychain hurdling across the B2B and B2C commercial performance matrix” I would not have resonated with the message – and nor would anyone else!
Equally ineffective would be: “We pick up and deliver everything to everyone, anywhere”. This is non-specific and unlikely to register in anyone’s mind. Better to focus. You want to be the obviously perfect solution to a super-specific problem.
Help them to breathe a sigh of relief
Think of a woman who lives in Doncaster. She has a to-do list as long as her arm and the mother-in-law is coming to visit tomorrow… and then the stand-alone freezer breaks down.
She gets on her phone in her lunch break and starts stabbing at Google for “freezer repairs Doncaster”, only to be confronted
with websites containing laundry lists of domestic and commercial appliance repair services and vague platitudes about quality, service and punctuality.
In order to understand if they will solve her specific problem she is going to have to think and work. Only, she doesn’t want to think and work; she wants ten minutes to relax before getting back to her day job and then rushing off to pick up the kids!
Exasperated, she hits the back-button a few times, trying some websites until BOOM! She finally comes across a clean, attractive, mobile-friendly page that says simply:
We fix freezers in Melbourne’s eastern suburbs. Same-day service. No fix, no pay. Call 1300 EASTERNFREEZERS
She breathes a sigh of relief and calls.
That’s the power of a focussed value proposition. To learn how to apply one to your business and drive more inbound sales enquiries, go to GangBusters.com.au and download your free copy of “How to Create a Value Proposition That Compels Customers To Call”.
After a decade helping established small businesses navigate the terrors of Internet marketing, GangBusters Marketing & Websites founder Seamus Ennis has developed a 7-step framework that makes marketing simple. Since 2008, he has used this approach to help his clients get found, get the message across and get more customers – including taking national wholesaler Tesselaar Flowers from zero to 21,000 Google visits per month and a 400% increase in new account applications