‘Tell me why I should buy from you”.
If you do nothing else in your marketing plan, answer this question.
How many of you have a website or other marketing piece that does the following?
- Talks about what you make in technical or boring language
- Describes in general terms how you operate your business
- Mentions ‘high quality’ (how many businesses do you think would admit they were mediocre or poor quality?)
- Makes blanket statements about ‘improving quality’ or ‘improving efficiency’
Instead, think about Value Proposition. Why would someone buy from you instead of your competitor?
Be more specific! Use phrases that are measurable and tangible.
- Decrease employee turnover – tell how you will accomplish this
- Increase customer retention and loyalty
- Grow your business by 50% over the next two years
- Reach 20% more customers by implementing one of our tools
- Increase operational efficiency – explain how
Show me how you save me money or time – or, provide me with something no one else offers. Do you actually have the best service? Outline the steps you take to ensure that.
Tell a story. Share success stories of your clients or customers. How did your product or service make their business day easier or more efficient?
Ask your customers for feedback. Welcome the negative feedback even more than the positive – when people are honest with you about something that could use improvement, it gives you an opportunity to get better – and therefore become more successful.
A great value proposition might look something like this:
“Our clients grow their business by 20-40% over the first 2 years without sacrificing their personal lives. Let us show you how to work more efficiently with our new e-book ‘Turn your customers into salespeople in 5 easy steps’.”
Is it difficult for you to write to your customers in a succinct, audience-focused, value-oriented manner? Hire a professional copywriter to do it for you. You might just see your return on investment skyrocket by 50% the first year!