Exercise 11: What do you say to your prospects to get them excited about your solution?
What Is Market Messaging?
The right market messaging allows you to convert new customers, as well as reinforce to your existing customers that they’ve made the right choices. Effective market messaging is based on understanding who your customer is, how your product or service benefits them, and how your company delivers value.
To deliver the right market messaging, you need to understand your customers, especially their pain points, how they address them without your solution, and how your product can change it. Crucial at this point is to interview your current customers to discover how your product impacted them – for example “Your tool helped us to speed up the sales process by 20%”. Any data that you can get from your customers would help you to create more powerful messaging, especially the unique selling points.
As you probably have no or few customers in the USA, your first messaging will be based on your current customers’ needs and so may not resonate with your American customers. But that’s ok; it’s a good starting point. However, you should set up an A/B testing process and keep adjusting your messaging accordingly until you start achieving ratios in line with industry standards.
If you are not sure about specific pain points, how they address them etc. you should conduct a more in-depth interview with your current customers.
But remember, your US customers may see value somewhere else, or they may address the pain points differently, so do not assume that it is going to be 100% accurate. However, as we stated above it’s a good starting point if you don’t have anything else.
Creating Unique Value Proposition (UVP) and Unique Selling Proposition (USP)
There’s an old story told by sales professionals in the US. A man who made mattresses was having trouble selling them. A friend asked him, “What are you selling?” The mattress maker replied, “Why, mattresses of course.” His friend shook his head and said, “No, mattresses are what you make. What you sell is a good night’s sleep.”
Think of USP as what your product does, and UVP as what it does for someone. A quarter-inch drill bit drills quarter-inch holes — that's USP. It allows me to make my wife happy by hanging a picture on the wall — that’s UVP.
Your UVP is what you do for your customer. A unique value proposition is a clear statement of the tangible results a customer gets from using your products or services. For each of your ideal customer profiles (ICP) you’ll develop a UVP that clarifies what value your product delivers, and how that differs from your competition. For example:
Whole Foods: The groceries may cost a lot, but the value of being healthy outweighs the cost.
Unbounce: Web-Page A/B Testing Without Tech Headaches.
Zappos.com: The world’s largest shoe store delivered to your door with free shipping both ways.
Unique selling proposition (USP) is what your product does and how it is different from your competitor’s products. The selling proposition is a promise of quality to be delivered and a belief from the customer that value will be experienced. That’s how you create competitive differentiation. The graph below presents 8 questions that help you define your USP. Answer them all and you will be able to create your USP.
Examples of USP include:
Specialization: We specialize in working with financial institutions.
Guarantee: We guarantee service in 4 hours or your money back.
Methodology: We use a unique tool called SureFire! to analyze your critical needs.
Now it’s time to create specific messaging for buyer personas for each ICP. Messaging is not only about making email copy or phone scripts out of your USP and UVP. It’s also about providing the right information in the right format based on your prospect’s stage in the customer journey. For example, if the prospect is unaware of their own problem, explaining your product’s user friendliness will do little to convince him/her. You can put together the content that is needed for each stage of the customer journey and each channel in English according to UVP and USP using the template below or any tool that supports such functionalities:
|ICP Name||ICP Description||Pain Points||Key Messages (USP)||Value Proposition (UVP)||Secondary Messages||Link to Email Copy||Link to Paid Acq Copy||Link to Website Messaging||Link to Add'l Collatoral|
|ICP1||Insert Link||Insert Link||Insert Link|
Who should perform this activity:
Founder | Head of Sales | Marketing Manager