As a marketing consultant, having a strong value proposition is one of the most impactful factors in finding clients.
It should say what you do and who you do it for, and should be specific, unique, and memorable.
If you aren’t attracting enough opportunities to your business, this is the place to start. Below are some things to look for.
1. You might be too vague
One problem I see a lot is people saying they help a vague audience do vague things. It should feel really solid when you say it.
Can you make it more specific?
2. You might be too specific
Rarely, people say they help a far-too-specific audience to do far-too-specific things. This is usually not the case, but it happens.
Can you make broaden your offering to make it more widely appealing?
3. It doesn’t seem credible
Some people put out a big promise that just isn’t believable. Or, they haven’t built the proof necessary to make it credible yet.
Can you make it believable and/or better demonstrate your credibility?
4. You’re using the wrong language
Sometimes you have the right audience and help them in a way they care about, but you’re just not using the right language to describe it.
Can you use your clients’ own language to better describe what you do?
5. They just don’t want it
If none of the other ideas apply, you might simply be putting out an offer that the intended buyer simply isn’t hungry for.
In which case, you need to revisit the drawing board.
You’ll know your new messaging is working because it should get traction pretty quickly when you put it in front of enough of the right people.
Traction may not be leads right away. It might look like email subscribers, direct messages, or questions exploring your offer in more detail. Early signs of life.
But they should start appearing relatively quickly assuming you’re putting it in front of enough of the right people.
If you’re putting your message out there and nobody is resonating, it might be time to change it.