When I was at the MarketingSherpa 2015 Email Summit this past February, I sat down for an interview with their Director of Editorial Content and my friend, Daniel Burstein, where I told him what a value proposition is, and why it is crucial for your business. If you as a business owner are ignoring a core problem with your value proposition, then it’s like a toothache–it’s not going away, it’s only getting worse.
Your value proposition is the core or central truth about your offering, and it answers the question “Why should anyone care?”
In a global economy, there are multiple versions of any product available. There are so many choices to choose from, that marketers forget to distinguish why their audience should choose Brand A over Brand B.
If after taking a candid look at your value proposition, you see that there isn’t really anything that sets you apart in a meaningful way for your customers, you need to reevaluate.
Get rid of the inconsistencies in the messaging and the experience. Your value proposition has to ingrained culturally in the way you do business.