To develop a great unique value proposition, put yourself in the shoes of your targeted consumer.

What do they want from your product or service? What is important to them? What issues do they generally have with your competitors? Your selling proposition should be demonstrate something of value to your potential customers.

For instance, if you run a fast food restaurant, you would want to figure out what your customers are looking for a from a fast food restaurant (ie. fast service, prices, good food, friendly staff, cleanliness etc.) You would also want to gain insights to issues they generally have with fast food restaurants (ie. slow service, rude staff, messed up orders, cold food etc.) and address those with your value proposition. Maybe your restaurant wants to focus on quick service like Jimmy John’s Subs, or maybe your restaurant wants to be known for a friendly staff with great service like Chick-Fil-A.

These restaurants have developed value propositions (through both their messaging and their business operations) that focus on communicating some unique value to potential customers. Focus on what your customers really want from your product or service and what is important to them. Why would they choose you over one of your competitors?

My business, Shockley Marketing, has a tag line of “Grow Your Business. Make More Money”. This tagline, though very simple, communicates the value my business is offering to potential customers. It addresses the common mindset that Marketing is something that you do if you have some extra cash to spend. Instead, we want our customers to think of marketing as investment in the growth of their businesses!

Give it some thought and come up with a selling proposition that encompasses the value your business is offering to potential customers. Remember, a selling/value proposition isn’t just something you communicate in your marketing efforts, it is something that guides how your business operates!

By Ricky Shockley