My friend, a happiness coach told me over coffee her business had stalled. “Explaining what I do is hard and probably impossible. Because I do so many things. I’m unmarketable.”
She couldn’t easily describe her business to attract new clients. And in her heart, she knew she should have an answer to: “What is it you do?”
In fact, her problem wasn’t she was unmarketable. Or that she used too many modalities or techniques.
Her problem was answering the wrong question
Because in reality, the actual and burning question people have… is unspoken.
They might ask you – “What is it you do?”
But they’re thinking – “Why should I work with you?”
Answering the unspoken question is a fixable marketing problem. Simply, it’s how you describe your business.
Here’s the thing though, as marketers, first we have to reword their question. To find out exactly what our answer should include.
If I’m your ideal client – why should I choose you and not someone else?
Now we see they’re asking a Why question. Why should she choose you? To work with? Or buy from?
This question breaks down into 3 areas you can find specific answers for:
- Understand your ideal client’s needs and desires
- Know the value you bring your clients
- Know what you offer that no one else does
Your answer to this question is a value proposition – in marketing-speak. It’s a statement that about what a client can expect from you. Your value proposition guides your marketing.
A strong value proposition is how you attract customers to your website or retail store – any business.
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