“I have an unparalleled track record of client service and I adhere to the highest professional standards.”
Other than the suspicion that I think highly of myself, what usable information do you get from that statement?
Exactly.
How about this one:
“We offer you, our valued customer, unmatched customer service.”
Not any better.
Marketers are wasting their time with this generic boasting. The market has heard it before.
If credentials and experience are an important point of your differentiation, you will be far more effective in establishing your quality bona fides by practicing two important principles of value propositions:
- “A value proposition cannot get into the mind of a buyer unless it is compelling in the context of their needs.”
- “A value proposition must make a specific promise of benefit in choosing you.”
Let’s look at how that impacts promoting experience.
The fact that your company has X many years of experience in doing what you do is in and of itself meaningless for differentiation. You will increase its relevance by connecting it to your prospects’ markets:
“We bring 20-years of experience in your X vertical market.”
Better – but still not ideal.
20-years of experience in serving a vertical market is only half of your value proposition. How does this benefit your clients?
Let’s restate the experience proposition and add principle two:
We have 20-years of experience in [X vertical] market. We know the players and can show you how to compete against them.
We have a 20-year record of creating new business opportunities for [X vertical] clients. Be part of year 21.
This strategy of connecting a value claim to a client motivation to create a 360-degree value proposition can be applied across the breadth of your marketing communications. Tack this on the wall: It isn’t a value proposition until you connect it to what your target segment gets out of it.
With this in mind, how can you revisit your value language to improve its performance?
