Make Consumers Say Yes: Determine Your Brand's Value Proposition
“People don’t buy from websites, people buy from people.” How many brands have this thought in mind when creating their content marketing strategies or websites? MECLABS, the world’s largest independent research lab focused exclusively on marketing and sales, recently visited Pace for a two-day training course about this fundamental principle of how to get consumers to say yes. Their argument was simple: you can’t optimize a website, you have to optimize thought sequences. To do this, your brand’s website must enter into a conversation with the consumer. This is where content marketing comes into play. Then you must guide the conversation toward a value. Let’s take a look at the learnings from MECLABS.
Determining the Value of Your BrandThe key to MECLABs teachings was the value proposition: If I am your ideal prospect, why should I buy from you rather than from your competitors? You are fundamentally answering a first-person question posed in the mind of your customers. It always implies a “because” answer. This question must answer what differentiates you from your competitors. In at least one way, you must have an “only” factor. Most importantly, the value proposition must be framed with customer logic rather than company logic. Customer logic demands an obvious connection between the company, its various products, and its different prospect. A company that is immersed in their brand and works with it on a day-to-day basis sees their messages differently than their consumers. The company knows the backstory and marketing goals behind the message. Now, take a step back. When we strip away this knowledge, the consumer is left with much less to understand the brand’s story. This is how your brand should approach messaging.
Key Principles of the Value Proposition SpectrumThe marketing industry looks at various angles when promoting a service or item in marketing space. This is why there are three levels to the value proposition spectrum:
- Prospect (focus on the consumer) Why should prospect A buy from you rather than any of your competitors?
- Product (focus on the merchandise) Why should prospect A buy this product rather than any other competitors?
- Process (focus on the action) Why should prospect A click this PPC ad rather than any other PPC ad?