Upgrade Your Marketing With Core Values and Value Propositions

Identifying your core values and connecting them with your value propositions will radically transform your business. This post is a long one that you may need to read more than once. That’s okay. Come back to this post as often as you feel the need to and reach out if you need clarification.

What is a value proposition?

value proposition is a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service. This statement convinces a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. –Investopedia

 

via GIPHY

Okay, in plain English-

A value proposition is a statement that communicates the value you bring to the table in a concise and obvious way SO THAT people will purchase whatever you are selling.

Side note: I take issue with the word “convince” because that would only need to happen if you’re cold-selling (gross) or if they’ve already said no and you’re begging them to change their mind (double gross). Let’s not do this.

Communicating is good. Compelling is awesome. Convincing is creepy. Capisce?

Why do you need one?

This is literally how you make your sales- it’s the core of your marketing. Having this level of clarity in what sets your offering/business apart is a total freaking game changer. 

Imagine knowing EXACTLY how to answer the question, “What makes you different from X?” or “Why do I need your help if I already have X?”

Also, imagine feeling ZERO ounces of guilt or anxiety when you deliver your price because you are in deep connection with the total value you bring to the people that hire you/buy from you?

Imagine that level of alignment? That is available to you right now if you sit down and write your value proposition.

via GIPHY

 

 

How to write your own?

There is a ton of information out there that goes into this so I’m linking to my favorite articles here but then I’ll share more of my perspective.

Quicksprout does a pretty great job of breaking this down in this infographic.

Hubspot Value Proposition Infographic

I also loved this blog post from Help Scout. It was incredibly thorough AND  thought provoking.

Your core values = your value proposition.

The best way to differentiate yourself and your product offerings is infuse your brand with your core values.

Doing this allows you to:

Attract clients with similar core values who are an absolute dream to work with.

Attracting soulmate clients that share your values is not as complicated as it may seem. If you consistently center your content around your core values, there will be no guess work. Everyone who comes in contact with you or your content.

Build know, like, and trust factor quickly.

This is a standard marketing principle that especially holds true for personal brands. Your prospective clients (or soulmate clients) must know, like, and trust you. When your core values are clearly defined (KNOW) and people can quickly decipher how you would stand on relevant topics (if they stand in the same place, LIKE), trusting you is EASY. This is really exciting because building trust normally takes the most amount of time out that equation.

Communicate at a deeper level than your competitors.

If your soulmate client has spent any considerable amount of time trying to solve the problem that you can help them with, they’ve probably heard all the “basic” advice on this topic. When you get really plugged into your core values and allow them to transform your methods and content, this speaks to them at a new and exciting level. I have personally had great success with this on social media. I’ll add a screen shot to show what I mean. 

Almost every single person commented with their answer and some iteration of “WHAT AN AWESOME QUESTION!” Marketing is my focus but my core value is easily shared here. Resistance to marketing is tied to trauma/emotional baggage accrued early in life. When I asked this question, it got every one thinking deeper about a problem that haunts them. That’s a win for them AND it sets me apart from other marketing coaches.

Define your offering as a revolutionary product even if it is logistically similar to others.

This is something that Apple does extraordinarily well. Every single year they have a keynote in the fall where they share their new products. This event is, essentially, two hours of marketing where they announce the changes and updates to their devices. If you have some time to spare, PLEASE go watch how they describe every single feature and update.

Their thorough understanding of communication allows them to infuse their core values into almost every single thing they announce. It’s masterful. The core value of the Apple Store is “Enrich Lives.” Every feature is explained at the keynote with that context in mind so that all the Apple Store employees that watch it (and believe me 99% of them do) will be able to share with the same level of mastery.

via GIPHY

 

Simplified: A faster processor is not just a faster processor; There is always a real life application that is improved by this, THUS actually enriching lives.

That was a wild ride and I hope you enjoyed it. I could probably talk for hours about this  but I’ll cap it off here.

So what is the next thing you need to do to stand out in the marketplace without being slimy?

Define your core values ASAP.

Need help with this? I’m offering a limited number of 4-week intensives (weekly 1:1 sessions, daily access via Voxer + a group component) through October and November 2017 to help define these core values, identify your soulmate clients and know them inside and out, nail down your marketing strategy, and prepare your business for massive growth.

This is available for select applicants only after a phone interview to make sure that we resonate and connect thoroughly. Book your compatibility call here.

 XOXO
Nannette

I GAVE MASSIVE VALUE BUT IT DIDN’T WORK?

“All you need to do is give massive value and the clients will come.”

 

Um, no.

Value.

Value is this elusive thing that marketers tell you that you need to be giving all the time. But no one really takes the time to define it or give examples. I will be creating another blog post specifically for that purpose soon. Today, I’m going to assume you’re already giving value- whatever that may look like for your business.

“Providing value” is NOT enough. Not by itself.

I’m sorry. I know it’s not exactly what you wanted to hear right now but I have to be real with you.

I have a very real example to share with you.

Let me give you a bit of the back story.

I was giving away content (value) every single day to my FB community. Normally 30-60 minutes of live video training. Daily. Never fluff. Always actionable marketing advice. Value. Massive value, even.

And then it came time for me to launch. Not a $1000 product, not even a $500 product. It was $150. A four week course with all sorts of bonuses that was created with plenty of research and that I knew would solve their problems.

So launch time came! Yay!

TWO people purchased. I was estimating it would be about 10-15.

I’ll admit- I felt totally taken advantage of. I had given so much. Why weren’t they reciprocating? Especially at the no-brainer price?

I always, ALWAYS struggle with the desire to over-give. Not because I think my offerings are subpar or that my stuff is not that valuable, but because I can’t stand the thought of handing out band-aids when you obviously need an x-ray and maybe even surgery?

I learned a big lesson with that launch (at a much smaller financial scale obviously).

Value is only as helpful as the boundaries that come with it.

Give information, advice, encouragement, etc. But then move that interaction into one that respects your boundaries ASAP. (I’m talking about turning conversations into client relationships.)

Boundaries can be a tough spot for those of us who are sensitive, altruistic of empathic.

But I have some good news!

BOUNDARIES SERVE BOTH PARTIES.

Boundaries serve ME (the business owner) because I need to make sure the energy transferred back and forth is equal. I need to manage that energy BECAUSE I understand the value I bring to the table. I understand what the conditions need to be (financially) for me to bring that value to as many people as possible.

Boundaries serve me because they serve my greater purpose of shifting financial abundance BACK to the healers, visionaries and artists. I can’t do that if I’m broke and I can’t do that if I’m burned out.

Boundaries serve MY AUDIENCE because sustainable growth is a journey, not a quantum leap. People can only absorb and implement so much information at once. It’s a total disservice to my audience to answer their question at this super deep level when they are just starting on their path as a business owner.

Boundaries serve them because PART OF THE GROWTH IS THE INVESTMENT. The literal transfer of funds is an important confirmation of the business owner’s belief in their ability to earn that investment back and more. The hiring of myself or any other coach/strategist/consultant/mentor/blahblahblah is an important step in their path because they are learning that TOGETHER we can accomplish more. They are learning that  having more eyes in your business can bring a lot of valuable insight.

So, yeah. Boundaries serve us both.

Value + Boundaries = Effective Lead Generation Strategy That Doesn’t Burn You Out.

Until next time!

XOXO

Nannette

PS- Book a call below to DIG into your marketing strategy together. I offer a free compatibility call that is all about finding the bottleneck in your strategy and figuring out next steps.

 

The One Thing You Need to Remember if You’re Struggling to Find Clients.

If you’re feeling like there’s literally no one out there who wants to work with you or partake in the magic you bring to the world…
 

TAKE A DEEP BREATH.

(The breath is important, trust me. You’ll see why at the end.)
 
Now read the following:
 
Did your work come to you via inspiration? Did it hit you like a semi and light a fire under you to create it? Did it compel you to break out of your comfort zone and put yourself out there?
 
If your answer is yes and you don’t have people begging to work with you, stop and think.
 
Where did this inspiration come from?
What even IS inspiration?
 

Here’s the first definition of inspiration:

 
📚 The process of being mentally stimulated to do or feel something, especially to do something creative.
 

Here’s the second:

 
📚 the drawing in of breath; inhalation.
 
Look at these two definitions together: Inspiration is being mentally stimulated to do something creating by drawing in breath.
 

HERE’S THE POINT:

We are all breathing the same air in this world.
 
When your soulmate client came to the realization they needed the work that you do, they let a breath out.
 
When you were inspired to create or work in a certain space, you drew that very breath in.
 
Isn’t that so freaking encouraging to know?
Soak it in, friend. Let this light you up.
———————————————–
But WAIT-

If you’re inspired, lit up and still not attracting your soulmate clients,

WHAT GIVES?

It’s normally as simple as unclear communication about the value you bring to your client.
 
I promise you are not broken.
I promise your work is important and life-changing.
 
Do not give up. The world and all its human inhabitants need you to SHINE.
 
Do you need help with clearing up that communication so you can attract every single one of those soulmate clients eagerly waiting for you? Sign up for a compatibility call below to see if I can be of assistance to you as you fulfill your purpose in life?