Put yourself in the mindset of a customer for a moment. Now, ask yourself why should that customer buy what you have to sell? In other words, what can you do for a customer that your competitors either cannot or will not? When you come up with a succinct answer to that question you will have found your value proposition. Of course, finding it is one thing, conveying your value proposition is something else altogether.
Conveying Your Value Proposition
The Only Question That Matters
When a shopper arrives your site for the first time, the key question they’ll have in mind (even if they don’t realize it) is, “What can this site do for me?” If they’ve shopped other merchants before you for the product in question, they’re usually thinking about price, terms, and delivery.
Perks you can offer in any of those areas will give you a leg up on your competition. So ultimately, when it comes down to it, conveying your value proposition is simply a matter of answering the only question that matters—better than your competitors can.
Who’s Asking and What They Really Want
However, before you can do so you have to know who your target customers are and what needs or problems they have. In most cases, when people are looking to purchase a product or a service, it’s in response to a perceived need.
On the other hand, while many people may share a need, their backgrounds and concerns may give them cause to look at it differently. Thus, a one-size-fits-all approach will fall flat. You have to tailor your message to a specific subset of people within that group to be successful.
In other words, you have to tell people what they want to hear the way they want to hear it—if you want them to hear you. Additionally, this goes beyond what you say. The environment you create must be reflective of this fact as well. To help in this regard, you’ll craft a tagline, design a logo and dictate a look for your site specifically calculated to appeal to this customer.
Think in Terms of Buying Rather Than Selling
The opening paragraph of this article asked you to put yourself in the mindset of a customer. If you want to successfully convey your value proposition, you have to look at the entire process from the point of view of the buyer, so you can frame yourself and your wares in terms of the needs you can solve.
This means you have to think like a buyer rather than a seller.
If you were a buyer, would you want to buy from you? If not, why not? Once you have the answer to that question, you’ll know what you need to do to be more appealing to your target customer.
Showing Beats Telling Every Time
Children learn more from watching their parents than listening to them. Kids are always looking to see what you do rather than listening to what you say. So do shoppers. You can have the best advertising campaign ever crafted, but if your product and service won’t live up to it, you’ll fail.
You must demonstrate to shoppers the way you say it is the way it really is. In this regard, customer testimonials and third-party endorsements can help give your messages the weight they need to break through and reach your audience.
To get them though, you have to back up your assertions with actions.
Long story short, conveying your value proposition is a matter of figuring out who your ideal customer is, determining what you can do for them better than the competition can—and doing it consistently.
Once you have that figured out, you can boil it down to a single sentence that answers the only question that matters better than your competitors can.
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