The sentence that will revolutionise your marketing strategy
Marketing made easy: Your value proposition is not just a statement, it's your brand's promise to your customers
Many believe that effective marketing requires a hefty budget, but ask any seasoned marketer, and they’ll tell you it’s not about the money—it’s about your value proposition (VP).
In the world of marketing, agencies often receive detailed briefs from their clients, packed with data and insights. However, the most successful campaigns often stem from a single sentence.
Read the summer print edition of AccomNews HERE
So, what exactly is a value proposition?
Put simply, it’s the core reason why customers should choose your brand over others. It’s the heartbeat of your marketing strategy, distilling your unique offering into a clear and concise statement.
Contrary to common belief, you don’t need mountains of market research to craft a powerful value proposition. Some of the most impactful statements are born from simplicity.
View this post on Instagram
Consider Duolingo, for example. Amidst many language-learning platforms, their value proposition stands out: “The Most Attentive Language Teacher on Earth.” This clear message permeates everything they do, from their sassy, frequent emails and push notifications, to their world-renowned TikTok content strategy – which centres on a language-obsessed, stalkerish mascot.
Similarly, Coca-Cola’s value proposition, “Spread Joy,” resonates deeply with consumers worldwide. Their campaigns consistently reflect this message, focusing on moments of happiness and connection.
Airbnb’s value proposition, “Unlocking Unique Experiences,” taps into the desire for personalised travel adventures, setting them apart in the accommodation industry.
Crafting your own value proposition starts with understanding your customers. Talk to them. Find out what sets you apart in their eyes and what makes them choose you.
Duolingo learned that their audience values commitment and accountability in language learning. In short, they want a brand that interrupts their procrastination behaviours. Intentionally annoying customers is counterintuitive to any marketer – so this insight must have been revealed through ongoing conversations with customers.
But don’t stop there…
Engage with your desired audience too. Understand what would catch their attention and compel them to break away from competitor brands. Where are your competitors letting them down?
If we compare Coca-Cola with Pepsi, for instance, both offer similar products, but their value propositions are starkly different.
Pepsi’s comms focus on revolution and social change, their VP appears to require commitment and can often be divisive and pandering.
Coca-Cola’s message of joy appeals to those seeking simple pleasures above all – making them the ideal alternative for fallen Pepsi customers.
Similarly, Airbnb understands that standardisation is both the strength and weakness of their hotel competitors. They determined, from hotel customers, what the biggest limitation in the category is, and used this as the foundation for their VP.
Once you’ve crafted your value proposition, test it.
Experiment with different messaging across various channels and gauge audience response. And start small. A value proposition can shine through just as well in a TikTok video as it can in a Super Bowl commercial.
Remember, your value proposition is the foundation of your marketing strategy. It’s not just a statement—it’s your brand’s promise to your customers.
If you’d like some help, get in touch HERE to translate your value proposition into tangible marketing success.
