Defining Your Value Proposition and Creating a Brand Script
Let’s talk about why anyone should pick you over the competition. This is where you need to be ruthless with what makes you valuable.
This value proposition isn’t about your worth, nor the expense your business has taken on. It is about articulating your product or service’s value to the potential customer.
In Russell Brunson’s book, Traffic Secrets, he says that people buy things because of three motivations: health, wealth, or relationships.
So, which one of those three categories most resonates with the outcome of your customer’s experience?
Here are 5 ways to think about how to communicate your value:
- Identify all the benefits your product offers.
- Describe what makes these benefits valuable.
- Identify your customer’s main problem.
- Connect this value to your buyer’s problem.
- Differentiate yourself as the preferred provider of this value.
Every good brand script:
- Starts with a problem
- Highlights your ideal customer’s struggles
- Shows the negative consequence folks might have if they don’t use your product/service
Creating Your Brand Script
To create your brand script, let’s ask good questions and come up with clear answers. So, grab a pen and paper, and let’s jot down some ideas here:
Question 1: What is a negative consequence if they don’t use your product or service?
We want you to articulate what your potential customer will be like (or still be like) if they don’t buy from you. Here are a handful of examples:
If they don’t use your car tires, they might slip off the road, get hurt or worse!
If they don’t use your toothpaste, you won’t have that white smile, be as attractive, get attention.
If they don’t use your home cleaning service, they’ll have to spend all weekend doing chores instead of enjoying family time outside!
Here is an example from my company:
If you don’t use the five Brand Steps you won’t look very professional or legitimate, or like you have your s*** together and people won’t value your business, product, or service. You’ll continue to feel overwhelmed as a business owner or confused about what to do next in your marketing and you will waste time and money.
Question 2: What is a common misconception in your industry? Where has the industry stopped growing and improving? How have you innovated?
Point out a standard way of doing business that can be improved or you can talk about your values and why your customers can be released from the burden of this problem.
Once you reveal the misconception and grab your audience’s attention, you then proclaim what you stand for. How can you make lives easier? What motivates you to be in business? What is just plain wrong about your industry that needs to change through your solution?
A common misconception is that it is cheaper to do your own marketing. Rather than bearing the weight of needing to do it all on your own, it is more cost-effective in the long run to hire Unify Creative Agency to guide you through the marketing process in order so you can do it once and do it right.
Question 3: What does success look like?
List the positive change your customers will experience if they use your product or service.
We want to show them what it feels like to win when they buy from you. Show them what it feels like when they reach the result, what success looks like.
For example, if you are using the Brand Steps:
With the Brand Steps, you’ll have a marketing game plan, clarity on what to focus on, know their next steps, feel empowered, smart, and capable.
Question 4: What is your three-step process?
What three steps does your ideal customer need to take to start working with you?
You want to make these three steps so clear that your ideal customer naturally commits to working with you or buying your product.
If someone has to hunt for how to reach out to you or what you offer in the way of bundles or products, you’re putting more obstacles in their way of buying from you. Spell it out very simply so they can take action quickly.
- Go to BearWade.com
- Take the Brand Quiz and figure out what step you’re on.
- Learn which solution will work best for you.
Question 5: What is your direct call-to-action?
A call-to-action is saying what action your reader needs to take to move forward with you.
Do they need to visit your website? Click on the link below? Give us a call? Book a discovery call? Sign up now!
Define the call-to-action and then use it everywhere, so we don’t confuse the viewer with options that might lead to not acting at all.
This should be noted in the form of a button on your website, by bolding it or using a highlight color to catch our viewer’s attention. We want to direct them into your sales funnel.
Go to BearWade.com and take the brand quiz.
Put it all together
Now let’s put it all together, starting with the problem and ending with the direct call-to-action.
The Bear Wade script could be this:
As a business owner managing your own marketing can be overwhelming, a waste of time and money, or it gets ignored. It is a common misconception that it is cheaper to do your own marketing and bear the weight of doing it all yourself as a business owner. However, by not investing in the experts and misplacing your energy and expertise, you actually sabotage your marketing efforts. Bear Wade guides you through the process of discovering which brand step you are on, empowering you with a solid game plan on what to focus on when creating your brand. Take the Unify Brand Steps quiz at BearWade.com to discover which brand step you are on, today!
Ramp up your confidence
The more confident and enthusiastic you present yourself, the more people will listen to what you’re saying. They’ll lean in and reflect your energy back to you.
People engage with confident people. They believe that what you have to say is something worth listening to and they become more engaged. They ask follow-up questions and make their way down closer towards the point of purchase. Even if they aren’t your ideal customer, they’re more likely to refer you to one of their friends or colleagues.
Your vibe attracts your tribe, so practice your brand script over and over to yourself, aloud, to colleagues, and to customers.
It can be awkward at first to talk about yourself or your business. It feels like self-promotion and self-indulgence. It helps to be prepared with some talking points and even to practice with a safe audience or in the mirror.
- What you do
- Why you care
- Why they should care
- How you can help them
- What they should do next
Now go forth and plaster that brand script everywhere—the front of your website, your social media, print materials, press releases, everywhere you can think of! Remember, this isn’t about you, but the people you are helping! Let their cries for help guide your efforts and get excited to share it far and wide.
Download a copy of our free team marketing worksheets here. Want to learn even more? Check out our book and video course, Unify Your Marketing.