Do you suffer from gutless marketing?
Consumer marketing survives on specific or implied promises. Softer skin … fresher breath … spritz on this smelly body spray and women will chase you. But, in corporate and B2B often marketing the promise vanishes. We showcase examples and case studies instead of making direct value and benefit promises. When was the last time you got very specific?
- We will deliver X results
- We will make you more money
- We will increase X
- We will reduce Y
Somewhere along the way we stopped making promises. Could it be that we’re afraid we can’t deliver on them? Without a specific promise of benefits your unique value proposition is neither unique nor valuable.
The ultimate value
Last month we asked what business are you really in? The conclusion was that our businesses are defined by the ultimate value we offer clients and consumers. That’s the heart of your unique value proposition. This isn’t your tagline or slogan and doesn’t have to be creative, catchy or even memorable. Your unique value proposition has to speak directly to your buyer in ways that she/he understands and values. And in a way that differentiates what you offer from everyone else’s.
25 years ago Michael J. Lanning declared that businesses were value delivery systems and that to market all that value required a “value proposition.” Now, here’s the revelation that seems to have gotten lost along the way. Lanning explained that “value” was what customers received through the experience of buying or using an organization’s products or services … compared to the competition. Value is based on comparing experiences!
Writing a happy ending
Does your marketing story have a happy ending or is it a nightmare? Here’s the scary thing about your marketing promises and the story you create. It really doesn’t matter how much you exaggerate, massage the truth or sidestep quality and service issues. Your customers are going to rewrite your marketing story for you based on their experiences.
Customer or guest reviews are spreading all over the Internet and readers believe the peer reviewers far more than they believe the companies. So it ultimately doesn’t matter what we classify as value-added or what we think are the benefits of our products or services. It is how our customers tell the story based on their experiences that define our unique value proposition.
Okay, let’s “man up” on our marketing. How many value propositions are all about the company and what they feel are the features and advantages of what they offer? No direct benefits, no solutions to specific problems and no showcasing the experiences they provide. Just pile on superlatives like “world-class,” “superior,” and the all-time biggie – “Quality.” If everyone uses the same “language of value” then there is no differentiation.
Define the differences first
I’ve wondered for years why we start defining target consumers and markets before we determine our legitimate points of differentiation. Once we know where and how we are different and the value that difference provides, then we have a head start on identifying who might want to buy from us.
Customers and consumers define value, we don’t
- What are the major expectations of your specific target customer or consumer?
- With 100% honesty, what can you promise that will provide a real, tangible difference?
- How can you make your promise unique and different from your competition? Please make a note of this important concept – if you have to add exceptions, qualifications and disclaimers to your promise - it isn’t a promise.
- How can you consistently provide the “value” of the experience in a way that both profitable and good business for your organization? The sure-fire unique value proposition is, “We give you everything you want, when and where you need it – for free.” Value has to be good business for everyone.
Remember, people but the differences and the goal is to create a chain of experiences associated with your company that increase the perception of value and provide a competitive advantage.
Unique is only for today
Be bold, be specific and market attractive promises. The reality is your unique proposition won’t be unique for long. Customers redefine value based on their latest “great experience.” Then they look back at you and ask, “Well?” You have to be prepared to answer with a new combination of solutions, benefits and experiences that have concrete, measurable value. You have to make specific promises and then deliver on them – every time. If you can do that, brothers and sisters, you are unique.
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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.
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