There are thousands of pizza vendors in the United States. But only one of them is known for, “Fresh, hot pizza in 30 minutes or less, guaranteed.”
There are thousands of clothing retailers in the United States. But if I say the words, “You’re going to like the way you look. I guarantee it,” I guarantee you’ll know exactly whom I’m referring to. You can probably see his face.
If you don’t already know what your value proposition is, you probably don’t have one.
Your value proposition establishes two things: The value that you bring to the relationship and why you’re the one they should engage to bring it.
A great value proposition has six characteristics:
It defines who you work with;
It focuses the client experience – not your qualifications.
It addresses specific problems you can solve for the client.
It’s unique to you in your market. None of your competitors can quite say the same thing.
It connects with the client on an emotional level.
It helps you justify your fees so you’re competing on something other than price.
Here’s how to create your value proposition so it has these six characteristics.