The value of what you offer is subjective, meaning that the way you value your services may not be in line with the way your clients do. When looking at the value of your services, you need to consider the complexities that lie in explaining that value to potential clients. Doing so requires you to understand what a value proposition is and how to communicate it effectively and accurately to potential clients.
What is Value Proposition?
By definition, a value proposition is:
“a promise of value to be delivered, communicated, and acknowledged.”
Put simply, a value proposition explains to potential clients why they need your services, what problems your services will solve, and how working with you will improve their situation. You must paint a clear picture that illustrates that you are the only person for the job. The benefits outlined in your value proposition need to be clear, concise, and personal enough to apply to your ideal customer.
While that may sound like an easy task, creating an effective value proposition requires you to take all the different elements and aspects of your business, assign them a value, and transform that collection into a simple statement that all potential clients will positively respond to. Each value proposition must apply to your ideal customer, and when you are communicating it, the client must feel as though it focuses solely on them and their needs.
Understanding Value Proposition for Each Customer Segment
Not all customers or clients fit into the same box, and that is where customer segments come in. Customer segments divide your client base into groups based on certain commonalities that can make it easier for you to market to each group effectively. When developing a value proposition, you need to keep each customer segment in mind so that they all receive the unique proposition they need to see the potential in you as their chosen provider.
How To Communicate Your Value Proposition Effectively
Once you have determined separate customer segments, you can hone in on your ability to communicate your value proposition to each one. The three main aspects of your value proposition are:
- Clarity: Is your message clear and easily digestible?
- Captivation: Does your message strike interest in potential clients?
- Adaptability: Can you tailor your message towards each customer segment?
The complexities in this stem from the fact that you need to entice your potential clients into learning more while making them feel as if they already know the benefits you bring to the table. And, you need to accomplish this all while making them feel as though you are speaking directly to them and not to the general public.
While this may seem like a confusing task, it can be made easier as long as you know exactly how to pull it off. If you are looking to communicate your value proposition more effectively to help further advance your marketing efforts, book a strategy session with us today.