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There is not day that goes by without hearing someone talk about their business value proposition or branding statements. I am not sure if it is only me, but all I hear when someone starts doing that, is the same empty statements that do not mean a whole lot.
The same thing happens when I go to conferences. Actually, it is usually worse there. People introduce themselves in a well rehearsed manner everyone giving their 30 second elevator speech about what they do.
Just think about it, how many companies you know claim they help clients increase revenue, reduce costs, increase efficiencies, manage process better, etc.
I am sure that a value proposition statement used to be mean something valuable at some point in time. Now though, it is such an overused concept that people tune them out.
How do you feel when you hear statements like these?
"Leverage the value proposition to create a win-win synergy"
“optimize next-generation for web-readiness”
“e-enable synergistic channels”
The truth is that the only good value proposition or branding statements are the ones that do not exist.
This is of course interesting coming from someone like me since we believe that stating value proposition has a clear impact on your website conversion rate. From our own clients’ experience we have found that utilizing value proposition and making sure elements on the site support it, can easily translate into a 10 to 25% increase in conversion rate.
But the value proposition that can help your site is a real value clients can actually connect to. I would even say it is not about empty statements or useless promises.
It is rare that a good value proposition has anything to do with customer service, quality or even price. Just like the concept they try to convey, these are also overused and people come to expect them.
Maybe I convinced you to rethink your value proposition. But what do you do next? It is all about achievable and measurable results.
How about instead of saying
We help our clients reduce costs
You say
We helped XXX company reduce their operational costs by 7% which translates into annual saving of 1.2 million dollars.
Which statement is more powerful? Which one intrigues your curiosity a little more?
So, here you have it:
Your definition of a brand is wrong
All of these join the new business of bull**it
And finally, if you are stuck in a meeting with some people who still believe in any of these terms, there is always a way to bull**it your way through!
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