Do you have a brilliant product or service but are struggling to reach and connect with customers? Customers are the most important parts of a business. No matter how good a business idea is, it wouldn’t be able to get off the ground without the aid of its most important external stakeholder (or it could but the flight wouldn’t last long).
The key to a successful and sustainable business is creating customer loyalty. If customers keep engaging with you, then that’s a good sign of strong customer loyalty. To establish this loyalty, just like any other relationship — professional or otherwise — you need to offer something that is worth coming back to.
This article will give three tips about Value Proposition and how it can be key to creating a stronger customer loyalty for your company.
See if your Value Proposition needs work
Value Proposition is what you as a company are offering to a customer that no one else is. It is what makes your company unique and is the hole you are filling in the market.
Formerly referred to as Unique Selling Point, Value Proposition is crucial for you to understand because you need to know what makes your company different and better than others in order for your potential customers to know.
To define your Value Proposition you need to get to the core of what your company does. Maybe you’re a personal trainer offering affordable sessions or a graphic design company helping businesses with their branding — whatever it is, it needs to be well-defined.
If you have not developed a proper Value Proposition yet, you can start with a brainstorming exercise with the board to get as many ideas as possible. You need to write everything down that you think your company does and why you think it’s good. For this to work you need to be honest about your business — no modesty or exaggeration.
This is an important process for finding your Value Proposition as well as evaluating your company. If you can’t explain what your company does then there is no way a customer will understand the way they’re supposed to; and you will find it difficult creating customer loyalty. But not all hope is lost, because there’s something we can do about this — and that is working on your Value Proposition.
If your business isn’t clear enough, you may have to evaluate and make some company decisions to solve this issue. You might want to consider seeking professional marketing help like the marketing directors to aid you with the process of your Value Proposition development.
Work on a powerful Headline
Following your brainstorming session with the key people in your business about what your business does and what it’s good at, see if you could get it down to one sentence. Think about the end benefit of your company.
Through the entire process of creating or developing your Value Proposition, keep the “customer ”in mind because that is ultimately whom all this work will be for.
Once you’ve articulated what your company does and why it’s good into one sentence, you have the basis of your headline. Now, look at the sentence and see if you can make it punchier and more engaging. More than being accurate about the Headline, it also needs to appeal to your customer. Use active and persuasive language to turbo-charge your convincing power.
See if you can mention the customer in your headline as well as that will engage the reader and make them feel, in some way, connected to the company which can help encourage customer loyalty.
Finally, think about the SEO of your headline as well. What would your customer google to find what you’re offering? Use the keywords from that highlighting the importance of thinking like your customer. This is all about reaching and connecting with potential customers.
Your headline must be catchy and memorable. A big part of customer loyalty is being memorable – if you can stay in the mind of the customer then you are more likely to see them return.
Communicate with consistency to your customer
Now that you’ve created your Value Proposition and headline, you need to make sure you always stay on that message. Clarity and simplicity throughout all of your communication is key to creating a brand that will stay in the minds of customers.
You need to decide on your target audience. What would customer loyalty for your company look like? When you’ve worked out your target audience then you can look at how you can reach them. This should be part of your company’s strategic direction planning.
A business website with a clear, attractive logo reflecting your company brand image and the repetition of your Value Proposition message will help your customers remember what you have to offer. As your audience grows familiarity with your Value Proposition, they are more likely to engage and re-engage with your company.
Social Media can be a brilliant tool to reach a wider range of audience than would previously have been possible. Also through platforms such as Twitter, you can do audience research as well targeting specific groups of people.
Twitter is a useful medium to practice the work you’ve put in for your Value Proposition and Headline. Because there is a limited amount of characters allowed in tweets, your message has to be engaging and on point.
Creating customer loyalty can be made easier through a clear company Value Proposition. A customer needs to know what makes your company different and why they should keep coming back.
The best way to do this is through creating an engaging and catchy headline that will stay in the mind of potential customers. A business website and social media are great ways of getting your message across to customers and expanding your audience.
To expand your audience and grow as a company take this FREE growth diagnostic toolkit for a personalised report about your business for your strategic growth planning.
John Courtney is Founder and Chief Executive of BoardroomAdvisors.co which provides part-time Executive Directors (Commercial/Operations/
John is a serial entrepreneur, having founded 7 different businesses over a 40 year period, including a digital marketing agency, corporate finance and management consultancy. He has trained and worked as a strategy consultant, raised funding through Angels, VCs and crowd funding, and exited businesses via MBO, MBI and trade sale. He has been ranked #30 in CityAM’s list of UK Entrepreneurs.