15 Mar 15 Questions You Must Be Able to Answer
To construct your market proposition effectively it’s important to know the answers to 15 key questions. You may not communicate the answers to these questions explicitly to your customers, but knowing them will help you formulate a very clear value proposition and remind you why you’re in business:
- Which market does your business serve?
- What problems do you solve?
- Who are your competitors?
- What makes you different or unique?
- What do your prospective customers value most about your approach?
- Why are you in business?
- What value do you deliver?
- What results do you offer?
- What message do you teach?
- What makes your business remarkable?
- What products or services do you offer?
- What features do these products and services include?
- What are the benefits your customers will derive from your products and services?
- What phrases do you think people using in search engines to find businesses offering products and services like yours?
- What evidence is there to substantiate your proposition? This can include any good reviews or testimonials you have on Linkedin.
Clarity at this stage of your marketing plan is essential.
Be as specific as you can about the service you provide and the kinds of people you would like to help. Specialise as narrowly as possible. Contrary to your instinct, this does not mean you will reduce the number of customers who will get in touch with you.
This is one of the hardest but most important things to do when planning your marketing strategy – especially when you’re starting out. It’s too easy to create a very broad business in an attempt to capture as many clients as possible, but actually having a crystal clear description of the specific problems you help solve is essential as it will make your marketing budget and time work so much harder for you.