Value proposition first: talking about how before knowing what to say

In marketing meetings that start with the question “how?”, the conversation often moves quickly to channels and campaigns: Which channels should we be on? What campaign should we run? What should we post on social media? Yet the answers to these questions usually depend on the answer to a question that should be asked first: What are we going to say?

What is a value proposition?

A value proposition is a short, clear statement of whom the brand serves, which need it answers, and how and why its answer differs from the alternatives. It is not a slogan; it is the foundation beneath communication.

A good value proposition answers three questions:

• Who are we for?
• Which of their needs or problems do we answer?
• Why us rather than another option?

A list of features is not a value proposition

Brands often describe themselves through product features: faster, more durable, a wider range. This information matters, but on its own it does not answer the customer’s question. The customer wants to know what a feature means for them.

A simple test

Ask the general manager, a sales representative and someone in customer service in your organisation: “Why should they choose us?” If the answers are similar, the value proposition is alive within the organisation. If they are very different, there is work to do before starting a campaign.

Then “how”

Once the value proposition is clear, decisions about channels, content and campaigns become much easier. Because you can test each decision with a single question: Does this carry what we want to say?

Try opening your next marketing meeting with “what” instead of “how”. When everyone at the table can say the same sentence, the answer to “how” often follows on its own.

Related page: Marketing consulting