Whatever industry you’re in, you’ve got a lot of competition. Your potential clients have so many options, and, if you’re serious about earning their business, you need to find a way to stand out.
That’s why you need to create a unique selling proposition—the x-factor that makes you more valuable than all of your competitors.
But how do you uncover that one, elusive thing that makes you special?
By answering just three questions, you can create a compelling value proposition that will win you more deals and help you retain more business.
What gets you fired up?
If you’re going to have a winning value proposition, you need to be evangelical about it. Whenever you meet someone new, you can’t help but share this idea with them.
In other words, it’s not a sales pitch. It’s who you are, what you love, and what gives you purpose.
As Adri Miller-Heckman says, you need to tap into something that you’re passionate about. What’s something that makes you angry when it’s done the wrong way? If you can get fired up about something, you can leverage it to create your value proposition.
But here’s the thing: you have to mean it. Because, again, a winning value proposition isn’t a pitch—it’s something that resonates with you on a cellular level.
What are your natural gifts?
Once you’ve determine what it is that drives you, the next step is to figure out why you’re the right person for the job. How can you use your natural talents and gifts to fix this problem or to add value to people’s lives?
Once you’ve landed on the what and why of your value proposition, the next step is to decide who needs what you have to offer.
If you like to write code for fun, figure out who needs coding. Which companies are in need for an updated website or improved customer interface? If you’re good at home renovations, you could seek out investors who’d be interested in working with you to flip homes.
Of course, you won’t magically end up with a list of clients, and that’s where the crucial final question comes in.
How do you market your gifts to the right people?
Even when you’ve decided exactly what it is that you need to be doing, it’s important to remember that your business won’t just skyrocket overnight.
Be patient. Don’t feel bad if you put your value proposition out there and it doesn’t resonate with people. It’s not that your passion is wrong, or even that people don’t want what you have to offer. It’s more likely that the messaging you’re using isn’t quite there yet.
We’ve gone through so many iterations of our value proposition. You’ve probably heard us say, “Live a life of freedom tomorrow by taking action today.” Or, “Spend more time with the things you love and less time chasing leads”. That commitment to a life of freedom? That’s our vision. It’s our movement. We didn’t get there right away, but it comes from a deeply held belief that has driven this company since the very beginning.
In most cases, you’re going to have to micro-test your messaging. Don’t feel let down if you have to change the messaging multiple times. Experiment with the copy and the images you use. Be willing to shift.
The best way to refine your messaging is to share it. Take it to people you trust, and see how they react. Tell them, “This is what I do, and this is ultimately why I do it.”
My biggest piece of advice is to not think about it in terms of what you do, but in terms of what you believe. ReminderMedia creates a magazine. That’s what we do. What we believeis that business owners should be able to spend more time with their families, with their hobbies, and doing the things they love. If that’s you, we should do business together.
At the end of the day, your value proposition is all about the why. Why do you do what you do? And, from there, why should people want to work with you? When you get this right, you’ll be rewarded with an amazing business that continues to grow.