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Your value proposition is basically the value your business brings to the table. It defines the why of your brand. Your value proposition as a business refers to why a customer should choose your product or service over your competitors. It is essential that you clearly define your values and be able to communicate them with your customers. It is not enough to have your strong reasons somewhere in your head. You should be ready to communicate it to your team and customers.

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In this article, I will be sharing 5 ways to communicate your value proposition effectively.

Know your customers

Prior to delivering value to anyone is the knowledge of their needs. You cannot help someone without knowing what they want. It is the same thing with your customer base. Identify your ideal audience and what their needs are. That way you can position your brand to meet those needs. Create a buyer persona. Understand their demographics, pain points and expectation. This will help you know the value you will be presenting to them. If they don’t need it, they won’t patronize you.

Communicate benefits, not products

Sorry to say, but people don’t really care about your awesome product or service. Their definition of awesome is when it is solving a problem for them. This is why you need to take the first step of knowing your target market.

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After your research and discovery of who they are and what they need, communicate the benefits of your product. They are not interested in knowing all the cool features of your new mobile app, website or packaging. They are interested in how it can help them relieve a pain point. And no matter how “cool” your product looks or feels if it doesn’t benefit your target customers, it won’t scale. So, communicate the specific benefits properly.

Stand out

When you are caught in the web of recycling what has already been in existence, your target audience will not take you seriously. They want to see new innovations. What new thing is your brand bringing/ what is the uniqueness of your brand? You can’t join the bandwagon and expect positive results. Define your band’s uniqueness, and let your prospects know exactly what you stand for.

Cooperate with others

Cooperation is everything. Get everyone on the same page with you.

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If you have something in mind and your team is thinking in another direction, you won’t be able to communicate right. This will help you achieve consistency in your brand message.

Publish your value proposition

Hit that publishes button. Let the world know what your brand is all about. This involves posting it everywhere you know people can have access to it. Leverage social media channels to communicate your value proposition. Put it in videos, blog posts, infographics and tweets. Show and tell your values, so people are not second-guessing your brand. Across your social media channels, email marketing channels and website, make it easy for your customers to know and recognize your values at a glance.

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This article was first published on 10th November 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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