Value proposition is the cornerstone of your business communication. How to create one and use it as a tool to create intriguing content that builds businesses?
How clear is your value proposition?
If you’ve been in business for a while, you probably have a strong idea of the problem you’re solving and your special approach to it. You are also used to sharing it in your pitches and presentations. It guides you in networking events and in meetings with potential clients.
But is your value proposition being reflected on your content, too?
4 steps to create a clear value proposition
Just in case you’re thinking to yourself “Oh, no, I’m not even sure if my value proposition is so clear”, let’s recap some basics.
Your value proposition should summarize WHO you are, WHOM you’re helping, HOW that happens and WHY that is important.
It allows your audience to understand what you can do for them and what you are all about.
How can you make their everyday lives easier, their businesses better or help them contribute to a better world?
Is your value proposition boring people?
When it comes to content and communication, I often speak about value proposition in terms of a key message.
Key message conveys what you’re all about. What is that one thing you’re known for? That one thing you want people to remember about you?
In all simplicity this means that all your content should repeat that same message. The forms may vary, but at its core, your key message should always come back to your value proposition.
And this is where many entrepreneurs start to flail! While value proposition and its importance is often clear to us, we may tend to think that focusing on only one key message creates more resistance.
“If I only focus on one thing in my communication, people get bored.”
“But I’m passionate about so many things!”
“I can’t only speak about one thing, I’m an expert at many other things, too.”
Clear message makes memories
In reality, you won’t bore people or get repetitive when you focus on one key topic. It makes you recognizable and memorable.
Let’s say you’re running a marketing consultancy that works with small businesses. On Monday you write a post about marketing tips for small businesses. On Wednesday, you run into an interesting article on early-stage education, and on Friday you wrap up your week by ranting about the health care reform your country’s government is preparing.
While your followers might see all these posts, it will be hard for them to grasp what your expertise is and how you can help them. They might not even remember that the same person posted all three updates.
Sweet spot between repetitive and consistent
However, if you filter all your posts through your value proposition, your content will become understandable, engaging, and consistent.
To continue with our example of a marketing agency: By all means, launch your Monday with some actionable tips to help your followers crush their marketing that week.
On Wednesday, you can still share that early development article, if you find an angle that matches your value proposition. Could entrepreneurs learn something from kindergarten teachers or the kids? Is research showing that entrepreneurial minds can be cultivated in their early years?
When Friday comes and you learn the news about the healthcare reform on Friday, point out the parts that impact your clients or their businesses. It doesn’t matter if you’re for or against, as long as you stand by your followers.
Practice, practice, practice
Keep your key message fresh on your mind by writing it down and sticking it on your laptop or just reading it through when you sit down to create your content.
Many entrepreneurs also find it helpful to test their key message with a trusted colleague or a business bestie. You can also review each other’s content from the past two weeks to evaluate whether your approach is clear and consistent enough.