The Value of Your Proposition

The Value of Your Proposition

Every time someone uses the word “synergy,” a fairy dies.



The business world is FULL of useless terms (jargon) like this – paradigm shift, inflection point, strategize, blue-sky thinking, deep dive, low-hanging fruit, actionable items, take it to the next level. <insert wide-eyed emoji>


My world is ALL about jargon. As a brand strategist (yep, more jargon), it's my job to help clients write (watch out – lots of jargon coming up) Positioning Statements, Purpose Statements, Mission Statements, Sales Pitches, Core Values, Elevator Pitches, and other stuff with fancy titles. Before I start working with them, I review what they have and EVERY TIME it's stuff someone wrote once and put in a document somewhere but never shared with anyone. Few companies LIVE these things. That's where I come in – to make it simpler, easier, and live-able. Less jargon, more human.


Then there's this thing called a “Unique Value Proposition.” Most of us have no idea what this actually means. And even if we do, very few of us can write a good one. A tech client of mine recently asked if I could help their (20,000+!) partners define their Unique Value Propositions (UVP) so they could stand out from the crowd. I'm doing so by rocking a webinar series for them & after putting together the slide decks, I realized – if I can help big tech companies, why not let everyone else benefit?!

 


HOW TO: Not suck at sharing your

Unique Value Proposition



Let's break it down with less jargon.


SIMPLE DEFINITIONS: with huge props to the Dictionary.


UNIQUE: being the only one of its kind; unlike anything else.


VALUE: the regard that something is held to deserve; the importance, worth, or usefulness of something.


PROPOSITION: a suggested scheme or plan of action, especially in a business context. OR my favorite: make a suggestion of sexual intercourse to (someone with whom one is not sexually involved), especially in an unsubtle or offensive way.


Speaking of my favorite definition of 'proposition,' let's take this out of a business context and apply it to dating first so it makes sense to everyone. If you want to share your unique value proposition with someone you are attracted to but are not involved with, you'd have to:


  1. make sure you're talking to the right person

  2. clearly show this person you're worth talking to

  3. and let them know what you're looking for from them (except, let's not be offensive)


This will get you a date, which could lead to what you're really after. Got it?



Now let's hit up the business side of things.


START HERE:


Open up your favorite app website (not the app itself) on your phone or laptop. Within 5 seconds, say their benefit to you as a customer out loud. Can you read it quickly? Can you speak it quickly? Is it clear? If you didn't already use this app, would you still want to use it based on what you just said?


More app companies have this Unique Value Proposition thing down compared to the rest of the world. 


Now, look at YOUR website.


Within 5 seconds, say out loud YOUR benefit to YOUR customer as it reads on your site. Can you read it quickly? Can you speak it quickly? Is it clear? If you didn't know anything about your own company, would you still want to work there based on what you just said?

 


To be clear with the jargon & fancy titles, a Unique Value Proposition is NOT the same as a Unique Selling Proposition or an Elevator Pitch.


LET'S COMPARE THESE STATEMENTS:


Elevator Pitch: This shares the basics of who you work with (target market) and how you work with them (services or products offered) in a way that they can almost recite back. It's typically given in-person on the first meeting in 15-30 seconds.


Unique Selling Proposition: This shares why you're different from your competition by telling your customer your specialty, methodology, and guarantee. This usually happens in-person with your potential clients after they know a bit more about you and helps them make their decision to work with you.


Unique Value Proposition: This shares the tangible results of what you do and the value your customers get from you. This is typically used on your website, brochure or can be shared in your marketing.

 


“So, how do I create one?” I'm so glad you asked!


BASICS OF A GREAT VALUE PROP:


When you're putting together your Value Prop, you want to stick with some basics. This isn't the formula (that's below) but you definitely want to make sure you have these before you put together the proposition itself.


SPECIFICS: This is not the broad picture, these are the numbers, the percentages, the little details. How many, how much, how big, how small – how rockstar are you, specifically. We want the specifics.


RESULTS: Give us the tangible results – exactly who you are helping and how you helped them achieve their goals, what they got out of working with you, and what they'll keep doing because of you.


DIFFERENCE: Tell us why you are better, why you are unique, and why we would love working with you. This gives us a sense for why we shouldn't pick the other guys – but without saying that.


HOOK: Help us sign up, hire you, or get more of you in our lives. Give us a discount for getting started, a “do it now and you'll get…” or an application that shows how exclusive you are.


 


SIDE NOTE: Do NOT make up value. BE valuable. If you don't have value, create some and live it. Don't be that guy at the bar who tells me all about your awesome life only to find out you live with your mom. NOT cool.

 



 


EXAMPLES OF GREAT VALUE PROPS:


Great Value Props are REALLY hard to find so let's make more awesome ones so it's easier to see great examples. Check these two out – and share ones you love so I can add to this.


Check out Gusto.com – Their Value Prop is clear. – they tame the chaos of payroll, benefits & HR. What business wouldn't love that? This is what they do. What you get is tamed chaos. The hook is a month free of services to check them out so they can prove their value to you. There's even a great animated visual to help show you that you can get it all done quickly.



Check out Stripe.com – they let you know right away that they're the new standard in online payments. Crystal clear. They tell you it's the best platform for running an internet business (this is who should use them) and how much money they have helped “forward-thinking businesses around the world” make. Then they show you that you can start right away or chat with them. Easy & clear.




Try it yourself with this formula.


FORMULA FOR A GREAT VALUE PROP:


In order to write a great Value Proposition, start with clarity. Keep this short & sweet. Remember – 5 second read.


1. GRAB ATTENTION: Write an attention-grabbing headline that shows it's worth reading.


2. EXPLAIN YOURSELF: Write a subheadline or quick sentence about how useful this will be to your customers.


3. WEAR YOUR AWESOME: Write a few bullet points about your benefits or the features that are worthwhile to your customers.


4. SHOW THEM: Use some sort of visual or image to convey or add to what you're saying.



Share yours!


WHAT'S YOUR VALUE PROP?


I'd love to have new Value Props to share in my webinars & breakout sessions. Jump into the Kickass Humans Club & share yours with #ValueProp – I'm happy to give feedback if you need it. Or send me a love note & I can help offline.


You have the tools – now rock your Value Prop!

 




Want to host this Rock Your Value Prop webinar for your team or partners?

Send me a love note & let's see how we can work together.



Join the Kickass Humans Club: kickasshumansclub.com

Find your brand, share your story, change the world.

Find your brand, share your story, change the world.

It’s finally happened, kickass humans.


I launched a new brand. A spankin’ new brand! Branding a brand expert has been no small feat. And not in the way you would think. 


Not once did I ever believe I would ever own another brand – ever. SISARINA FOR LIFE! And anyone who thought differently would get punched in the face. I was adamant that Sisarina was it. Until I let it all go – my business, my list of services, my entrepreneur clients, my employees – even the brand voice. I stepped in front of it all and created a whole new brand – one that sells one product: ME!


 


Not long ago, my crew asked me a pivotal question that would start a ripple in my own life – changing my direction and allowing me to take the next step. The question? “If you didn’t have any responsibilities, what would you do instead?” My answer: “Write a book & teach.”


 


The only problem was, I had every excuse in the book as to why I HAD to keep Sisarina. Why I HAD to keep my crew, my clients, my responsibilities. Why I absolutely COULDN’T go write a book and teach. And I held onto those stories – and made them my own. Like I had for YEARS before that question. 


 


Stories are how we connect to each other. We’re humans talking to humans about human things. But most people forget about the human element and start talking in bullet points and PowerPoints about all the things they do. The stories are what keep us together. They’re how we build relationships.


 


Every single one of us has a story inside of us. We have stories. Our companies are filled with humans who have stories. Our companies have stories. Stories are everywhere – yet most of us never share them. Most of us keep our stories to ourselves. And it’s because we don’t believe anyone will care about our stories. We hide them thinking we’re the only ones with that particular story. Until we share them and start finding the weirdos just like us who were hiding their own stories.


 


Our stories aren’t for us – the good, the bad and the ugly isn’t ours to keep. When we share our stories, we create little ripples. The more people we share our stories with, the more ripples we create. One person is touched by our story and they share it with another. The more impact that ripple makes, the bigger the ripple becomes until it slowly becomes a fast-moving wave crashing on a distant shore. We have NO idea the impact we end up making, but I know for certain that if we don’t share our stories, zero impact is made.


 


I didn’t start sharing my story until about a year ago. My story of being too much and how when I owned who I was, I became wild & free. (But you’ll have to come listen to my Rock Your Life talk to find out more.) Finding my story allowed me to share it and when I shared it, I heard how much it touched others. One woman said: “I may be nobody to most but now I am somebody to me.” Stories are powerful. 


 


When we find out who we are, our stories start coming to the surface. When we stand in our own personal brands (yes, each of us has one, we just have to define it), we stand in a humble confidence that gives us the power to change lives. Our personal brands show up at home, at work, and with our friends. Our personal brands go before us and make sure people are talking about us – but if we don’t define our own brands, others will define them for us.


 


My personal brand is Approachable Badass.


 


The approachable part makes sure I get to know you really well by making you feel so comfortable you WANT to tell me things. The badass part goes deeper and further and ends up pushing you off the edge of a cliff you’ve been staring at for years – it’s the part that makes things a little uncomfortable. Together, we're able to find the stories you forgot were even in there – the human stories – whether you’re a person or a company. And I’m REALLY good at it. It’s my purpose – my superpower if you will.


 


Which leads me to launching Branded Confidence by Melanie Spring – a brand of confidence by a human who finally stepped into who she was called to be. And who wants to show you how to do the same for yourself.


 


This gives me a platform to help you create those stories and share them. Branded Confidence was built to give brands – the personal ones AND the corporate ones – the courage to be what they were made to be. To find their purpose, understand the core of who they are, and make sure they attract the humans and clients they deserve.


 


When your brand is confident, you walk into every room with poise, tenacity and a fearless grit.


 


You know who you are, what you stand for, and how to talk about it – personally and professionally. And then you can share the story of who you are with the world.


 


Which is what I’m finally doing myself.


 


Your turn: Ask yourself “If I didn’t have any responsibilities, what would I do instead?” Then write down all of the excuses, the stories you're telling yourself about why you can't do the thing you want to do – and burn it. Then go do the thing you want to do. Or, at the VERY least, take the first step. 


 


Thanks for being a part of my story. I can’t wait to be a part of yours.


Melanie Spring