Creating a value proposition that drives success

Stand Out and Attract Your Ideal Clients with a Strong Value Statement

In an increasingly competitive landscape, distinguishing yourself from the crowd is essential. One of the most effective ways to achieve this is through crafting an engaging value statement. This statement is not just a marketing tool it signals to potential clients that you understand their needs.

But first, a value statement is not a brand statement.or strapline. 

Let’s take Virgin Media as example: 

• Brand Statement (What we stand for): 
  “We create unique customer experiences, challenge the status quo and champion people and the planet”.
• Stapline (Why we exist):
  “To make the ordinary extraordinary”
• Value Statement (Our service promise): 
  “Speeds you can rely on, or credit back”
  
  

Why A Value Statement Matters

A well-defined value statement acts as a guiding light providing a clear reason for clients to choose you over others. Consider the examples of iconic brands: Adidas partners with the best in the industry to create sustainable styles that meet athletic needs, while FedEx promises prompt delivery. These statements resonate with their respective audiences, creating instant recognition and trust.

Example Value Statements

FedEx: When it absolutely, positively has to be there overnight

Trello: Making it easier for teams to manage projects and task

Geico: 15 minutes or less can save you 15% or more on car insurance

Crafting Your Value Proposition

Identifying Your Clients’ Key Challenges

Ask yourself: Who are your current or ideal clients and what are their pain points? Is it access, quality, speed, etc

Meeting Your Clients’ Needs

Then articulate how your business meets their needs. What solutions do you offer that provide tangible benefits?  For instance, you might state that your service can save clients time or increase their revenue by a certain percentage, making the value you provide more tangible.

In Summary

What’s the main problem for your key client base and how can you support them?

Your statement should succinctly capture the audience, the problem, the solution, and the unique way you deliver it. Aim for clarity and relatability, ensuring that your audience can easily grasp your message. And, once you’ve produced it, you can add your value statement across all marketing materials and communications. 

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I hope you found this blog useful

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