I often get asked two questions:
To both of these questions, the answer in its simplest form is value.
I began blogging in 2012 while I was still a student with a couple of important goals in mind: learn how to write better as I wanted to pursue a career in PR but was studying International Business, and share all the knowledge I was gathering with the world so that I can help others and by doing so, build an audience.
Over time, I developed a pretty good readership, expanded my social networks, made tremendous connections and eventually became recognised as the person who invented Inbound PR that led to a book and a ton of speaking engagements.
I did this by recognising the unique value I could provide to the market that was somehow not there - contributing my inbound marketing knowledge to the public relations practice.
As for companies, I spent years in consulting and specifically consulting marketing, PR, content etc. agencies on how to grow their businesses. Those that truly succeeded were the ones who had picked a very particular expertise area and having put focus on mastering it, they had become recognised for it.
I always say that you can't be excellent at everything - as an individual or as a business. It's just not possible. You can master different areas over time but only by building on top of them, not simultaneously trying to do everything.
The caveat to all of this, though, is that there must be a need in the market.
If no one is interested in the unique value that you provide or if it doesn't solve for a particular pain, then this is not a viable value-add for the market.
I always say that you need to find your passion fit and your market fit.
Your passion fit is about what you are really good at and where you can excel.
Your market fit is about the problems or needs you can solve that exist in the market.
If you find where these two meet, then you've found your own value proposition.
It's important to note that your value proposition is not a list of products or services you provide nor is it a slogan or a tagline. It's about how you or your business solve a unique problem that your competitors (or others) can't or can't do as well as you. It's the way you turn that value into reality.
Many businesses fail to utilise the power of a strong value proposition and positioning in their marketing and sales processes. They don't use it within their content creation, campaigns or website even though it's one of the most important conversion factors as you can see in the below infographic.
To help you create a value proposition, take a closer look at some tips from QuickSprout and some examples.
What's your value proposition?