Today we’ll be talking about some of our top tips for writing a lead-generative proposition, as well as detailing some of the key benefits and a few examples of good propositions.
What is a proposition?
A business’ proposition (or value proposition) is a concise statement that acknowledges customer pain points, introduces your business and presents your solution in as few words as possible, connecting your product/service and your target audience.
Easy enough, right?
Well, if it was, we’d probably not be talking about it right now. Your proposition needs to be emotive and provocative, encouraging the reader to invest in your product or services, while convincing them of your sincerity and trustworthiness.
A great proposition will highlight what makes you stand out from your competition and make it clear what you stand for as an organisation.
Why is a value proposition important?
A proposition is your opportunity to make a first impression with potential customers, and we all know how important that first impression is! Your proposition should:
- Introduce your mission – what is your purpose?
- Differentiate you from your competitors.
- Attract quality leads who are interested in your service (your proposition will need to be tailored to communicate with this audience).
- Improve customer understanding – engaging customers at this stage helps them to see the benefit you provide to them.
- Establish you as the best choice.
- Provide clarity at all times – you only have the attention of your reader for a fleeting moment; you’ve got to make the most of it.
- QUICKLY grab and spike the reader’s interests – we live in a world where readers just browse and if it doesn’t capture the interest they will scroll right on by and ignore it
Get all this right, and you’re off to the races, but how do you write a good proposition?
How to write a good business proposition
Start with the why.
It’s a simple concept, but is difficult to get spot on. You’ll rely on your in-depth research, that you’ve no doubt already done, to craft your proposition (haven’t done your research yet? Don’t worry – we’ve got you covered – How to use insights to plan your marketing strategy).
Analyse your competitor propositions
Have a look at what key competitors are writing. You can usually find a business’ proposition on their homepage and ‘about’ page. Don’t be afraid to have a snoop around – identify what they’re doing well, and what can be improved before starting on your own proposition.
Don’t just look through their website, get stuck into their reviews, too. Make note of their negative reviews – this is a great place to find inspiration for your proposition, especially if your product/service solves the complaints that their customers are having!
This is also a good opportunity to make sure that you’re not just saying the same things as everyone else. Businesses that do this get lost in the noise, so identify where your messaging can differentiate you, and adjust it accordingly.
How can you help?
Successful propositions will empathise with the consumers’ pain points, outlining something along the lines of: ‘we understand the importance of X’, before progressing onto how it is you solve those pain points.
As humans, we love talking about ourselves. Your proposition should reflect this; make it all about your audience – what’s their issue right now? How can you help them to solve it? Your language should appeal to the reader at all times, promoting a sense of mutual understanding right from the get-go. We all prefer products from companies that seem to get us, it’s natural.
Check against your customers’ goals
Without an understanding of your target audience, your proposition is going nowhere.
Keep your customer needs in mind at every stage – frequently read your proposition back and ask, ‘is this solving our customers’ problems?’. Refer back to your research throughout the process to keep on the straight and narrow.
Need help with your proposition statement/branding? Click here to talk to our experts for tailored advice.
What do I do with my proposition?
Put it everywhere! The language from your proposition should be sprinkled throughout your website, in your communications, in any presentations you may deliver; literally everywhere that you can squeeze it in.
4 Examples of great propositions
So, using what we’ve learned about propositions so far, let’s break down some great examples and delve into what makes them so successful.
Probably the best beer in the world/In pursuit of better beer.
Feeling a little cheeky? Carlsberg’s approach is a great conversation starter. Whether you’re a fan of their beer or not, this proposition causes people to talk, and that’s one of the most powerful marketing tools you could ever ask for.
Punters in pubs the world over will have (sometimes heated) debates over whether Carlsberg really is the best beer in the world, keeping the brand in the public consciousness.
This is a proposition that heavily relies on emotional engagement, and it teaches us an important lesson – emotion drives sales.
If your proposition provokes an emotional response in your audience, whether it’s excitement at the prospect of your product, frustration at their current situation or a degree of intrigue, then you’ve nailed it.
Love Finance’s business finance offering is designed to set them apart from their dull, corporate contemporaries: If a clunky, 200-year-old bank is the centre of the universe, we’re the planet furthest away.
They pride themselves on being a modern alternative to the norm, which is messaging that resonates well with younger audiences (younger audiences who are now starting to start their own businesses – smart).
Throughout the website they maintain their tone of voice, emphasising at every stage their no-nonsense approach to business finance that’s tailored to you.
When adopting this style of voice, it’s important to strike the balance between sassy and professional. Even though potential customers might enjoy your cheeky persona, they also need to see your expertise.
87%’s balanced approach to mental wellbeing is clearly communicated, addressing both philanthropic and business reasons to implement mental health support in the workplace:
Empowering your people, powering your performance. We all have mental health; your people deserve the support they need to succeed. Only 13% of the population say they currently have good mental health, we represent the 87% that don’t. The 87% solution uses key measurables to plan practical business wellbeing strategies. Increase profits, prevent absenteeism & presenteeism, and improve productivity.
By clearly communicating the tangible business benefits of a mental wellbeing platform, 87% successfully connect with their target audience, addressing a key concern that decision makers regularly have across most industries.
Packaging experts get down to brass tacks with their proposition, effectively communicating the impact that excellent packaging can have on how a business is perceived.
Your packaging represents your brand; it’s the crucial first impression for your customer – getting it right is important.
No messing about, nice and clear messaging. Sometimes, the best approach is one that lays everything out on the table.
Big, loud propositions work for lots of brands, it’s true, but tailoring your message to your audience is absolutely essential, and ESS have done just that – no fuss, just like their service.
Improve your messaging and proposition with Catalyst
Our team at Catalyst help businesses to reinvent themselves, no matter the sector; there’s always room for improvement.
A proposition that might have worked well ten years ago may no longer cut the mustard – your messaging needs to constantly evolve alongside your organisation.
There’s no need to go it alone – get in touch with our team to find out how we can help to develop your proposition, brand and messaging to keep you at the forefront of your industry.
Alternatively, reach out to us using the below details:
T: 0121 296 5275