Why should people buy from you?
What’s your Unique Value Proposition?
Have you ever wondered why people should buy from you?
What are the benefits of choosing to work with you?
You know your stuff, and you are confident in your ability to deliver high-quality service. But still, why choose you?
I’ve been thinking about this recently because it turns out that when I ask this question to a potential client, they either struggle to find these reasons or start describing the features of their product or service.
This confusion often stems from one problem: not knowing what your ideal clients are after.
So often, we try to serve everyone with everything, convinced that this will bring us quick cash. But let’s be honest; people can see if the main motivation for you is to make money from your clients. And, of course, we run our businesses to create a sustainable income, but what we provide in return for money is value.
How to discover your value proposition?
One of my clients, who started a membership club a couple of years ago, struggled with getting people on board. Her membership was at a reasonable price, and she promised to deliver plenty of content and resources. She would show up for a Q&A session regularly. Even though she was promoting all these features on her social media and newsletter, not many people signed up to join. I advised her to do a little research among people within the community. The feedback was profound, and we decided to use it in her marketing message.
It turned out that most people who joined her community did so for three main reasons: a sense of belonging, fun, and transparency. They loved that they could be a part of a tribe where they could be themselves, have fun and laughter during the Q&A sessions, and that she (my client) always shared her stories openly and honestly. This drew people to her. She was the main value proposition. People joined her community because of her. But because she was too self-conscious and believed that people needed more content and knowledge, she was communicating only the practical sides of her membership rather than the human part.
“Understanding your own unique balance of qualities will give you greater validation, permission, and clarity to express who you are and to support others” JOHN GRAY
Now. Human beings have basic and essential needs that revolve around social and emotional aspects: they seek connection, validation and a sense of belonging.
Connection: Humans are social beings, and the need for connection is a fundamental aspect of our nature. Connection provides a sense of belonging and helps individuals feel supported, understood, and valued.
Validation: Validation refers to the recognition and affirmation of an individual’s thoughts, feelings, and experiences. It’s the acknowledgement that what someone thinks or feels is legitimate and important. Validation plays a crucial role in building self-esteem and fostering a positive self-image. When people feel validated, they are more likely to develop a sense of confidence and security.
Sense of Belonging: This is the feeling of being accepted and integrated into a group, community, or society. It goes beyond simple connection and validation, encompassing the idea that individuals are an integral part of a larger whole. A sense of belonging provides a framework for identity and contributes to a person’s overall well-being.
So how can this knowledge be used in your marketing?
Storytelling: Don’t just give dry information. Share stories that evoke emotions and create a sense of empathy with the audience. Highlighting real stories from real people can enhance the sense of connection and a better understanding of what your business has to offer.
Community Building: Establish and nurture online communities around your brand. This sense of belonging can foster loyalty and advocacy. This could be a newsletter, Facebook group or networking.
Social Proof: Showcase positive testimonials, reviews, and endorsements. This not only validates your product or service but also reinforces the sense of belonging to a community of satisfied customers, (“I’ve been there” or “I get it”).
Targeted Messaging: Tailor your marketing messages to address individual needs for connection and validation. When talking about your services, personalise your content to make individuals feel seen and understood.
User Surveys and Feedback: Actively seek input from your audience. This not only demonstrates that you value their opinions but also provides a platform for individuals to express themselves and feel validated.
By integrating these principles into marketing strategies, your business can go beyond simply promoting products and services.
You can create a brand identity that resonates with the deeper emotional and social needs of your target audience, ultimately building stronger, more meaningful relationships with your customers.
So next time when someone asks why they should buy from you, make sure your answer goes beyond simply listing your amazing services features and benefits. Tell people, how they will FEEL after working with you.
I work with Ambitious Introverted Solopreneurs who value genuine connections and want to make a heartfelt impact without feeling overwhelmed.
Download my FREE Step-by-step Visibility Plan for Ambitious Introverted Solopreneurs to get started: https://magdagradova.com/links/
