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In this article, I want to provide you with six unique weapons that can help you to create compelling marketing campaigns.
These are called unique propositions and they are the bread and butter to getting your marketing message noticed by your potential prospects and potential customers. They can also help to convert more of your potential leads by removing the risk and demonstrating the value of what you have to offer, and why it is unique.
As a marketer I create unique propositions all of the time, there are six in particular: unique sales propositions, unique security propositions, unique offer propositions, unique value propositions, and unique experience propositions.
This is how we get our products and services to stand out, not be generic, and increase the value of our offers and products.
Sales proposition: what makes you unique vs competitors?
“We don’t just sell shoes, we sell confidence. Our shoes are designed to make you feel like you can conquer the world, one step at a time.”
“We’re not just another coffee shop. We’re a community hub where you can come to connect with others and enjoy the best coffee in town.”
“This Airbnb is at the best location in the city, five minutes walk from the subway station, bars, restaurants, a seven minute walk to the lake park, and near many other attractions.“
The best place to put your unique selling proposition is in the “above the fold” section of your website, as a headline, before the visitor scrolls down. It’s the first thing that the visitor sees, and is a critical opportunity and prime moment to connect with them, and communicate what makes your business (and product) stand out.
Security proposition: Offer trials, risk-reversal
“Try our product risk-free for 30 days. If you’re not completely satisfied, we’ll give you a full refund, no questions asked.”
“We use the latest encryption technology to ensure that your personal information is always safe and secure.”
With the security (or safety) proposition, the goal is to show the prospective customer that they can trust you, your website, and buying from you. You want to reassure them, remove any risk, answer objections and so on. One excellent and sure-fire way to remove apprehension is to use social proof in the form of reviews, case studies, video testimonials, and so on. These excellent reviews and case studies can, in many cases, do your marketing for you.
You also want to create an iron-clad guarantee so that the purchase is profitable for the customer even if the product fails to deliver on its promise, or at the very least, they have nothing to lose by spending their money with you.
Finally, social proof is a great way to reduce a lead’s apprehension: people will buy if they see other people are doing likewise. The “Notification for Woocommerce” extension for WordPress is a great tool to assist with this: it shows a little notification to the user whenever another visitor purchased a product.
Offer proposition: Entice leads to start. Bonuses, countdown timers, and so on.
“Join now and get a free e-book that will teach you how to boost your productivity in just 7 days.”
“Get 20% off your first purchase if you sign up for our newsletter within the next 24 hours.”
Unique offers are tactical propositions that you deploy which make the offer more interesting. You can engineer special sales, time-sensitive offers, or anything else at the point of your offer which makes it more compelling for the lead.
For example, when I helped a friend to market his Airbnb in Athens, I suggested creating unique offer propositions to make his listing stand out compared to other apartments in the city. Since he also owned a co-working space in the center of the city, as well as a small bar, I suggested that they offer things like a free day pass and a free drink at each for guests who book the Airbnb.
Something like this can be the differentiating factor that sets a commodity, such as an Airbnb, apart from its competitors and make it unique. Like other unique propositions listed here, you are really only limited by your creativity!
Value proposition: is it a good value?
“Our product may cost a little more than our competitors’, but it’s worth it. You’ll get a better quality product that will last you much longer.”
“We may not be the cheapest option out there, but we offer unbeatable value. You’ll get top-notch customer service, free shipping, and a satisfaction guarantee.”
Whenever possible, you want to go to the drawing board to see how you can include more value in what you have to offer for the price. What things can you include in your product or service to make it more valuable to your ideal customer?
This is another fundamental tenet of great marketing. Great marketers like to do what is called bundling to increase their value of their offers at the point of sale. Indirect response marketing, offers of “buy one, get one” hardcore techniques to increase the value of an offer and generally result in higher conversion rates than simply discounting the product or service.
Experience proposition: creating a great experience for
customers (such as great customer support)
“We don’t just sell clothes, we curate fashion experiences. Our stylists are here to help you find the perfect outfit and make you feel like a fashion icon.”
“We don’t just make smoothies, we create healthy lifestyles. Our smoothies are made with fresh, organic ingredients that will make you feel energized and refreshed.”
Your experience proposition expresses the experience that customers have when they do business with you. Do you treat your customers like an honoured guest, do you over communicate with them to make certain that they feel appreciated and valued?
When I was starting my first digital marketing agency around 2008, I took inspiration from AAA, which is an auto care company in America. Sometimes I went to their office with my mother and I was always impressed how they mailed us professional looking letters that demonstrated how dedicated they were to servicing us as a client.
Their unique approach inspired me, and I started to create these professional letters to send to my own clients for my agency. But I took at a step further and created an entire customer care system with a number of steps I took to improve the customer experience at specific milestones. This included things like a congratulatory letter, certain gifts, and regular weekly status reports.
Using these five different unique propositions, you are well on your way to creating more compelling marketing that gets results and drives users.
Your homework after reading this should be to write down each of these propositions, and come up with ideas for each which could be compelling to your ideal prospect. This will go a long way towards creating conversations that spark interest and turn into sales for your business.
Good luck, and see you in the next post!
PS — To learn all the “behind the scenes” secrets to taking your business to the next level, check out the 10x Growth Marketing Course. This masterclass features dozens of hand-holding lessons and videos so that you can get this area handled!