How to convince clients to choose you, even when you’re not the cheapest, biggest or most well-known
And you’re right. It’s not only about price. Verizon, Allstate Insurance, and Apple aren’t the cheapest options in their fields, yet customers choose them in droves.
Why? Because they know that with Verizon, they’re getting blazing fast connection. With Allstate, they’re in good hands. With Apple, they’re getting cutting-edge tech. In other words, these three mega companies have done a brilliant job selling themselves via a one-liner that shows exactly what unique value they offer you.
In the world of marketing, we call that a value prop (VP for short): a stellar, one-sentence pitch promoting something special about you that your competitors don’t have. Your VP is there every time you open a conversation with a potential new customer — be it on your website’s headline, the message on your voicemail, your proposals and marketing swag and even in your elevator pitch — making it clear why to customers why you’re different and better than anyone else out there.
Back in the ’40s, Mars and Murrays (M&M) was one of hundreds of chocolate brands, each competing for a slice of the pie in an overcrowded market. Until they unveiled the most famous value prop in history, and became a hit chocolate brand practically overnight.
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