How Clear is your proposition?

Do you have a clear understanding of what your company does or offers? And how that differs from your competition? This is your proposition.

Sounds simple, but this is one of the most common mistakes made in marketing. If your proposition isn’t clear you could be losing potential customers. If you are not sure whether your proposition is clear or not, here’s a quick test.

Take a look at your website, brochure or campaign leaflet. Now put yourself in your customer’s shoes and ask the question ‘so what?’ How long is your attention held? It is argued it only takes 3 seconds to lose your audience’s interest so if your message isn’t clear, it is possible your customers will be going elsewhere.

‘So What’ test?

‘we’re the biggest….’
‘we’re the best….’
‘we’re the first….’

So what? Do your customers really care? If you are constantly telling your customers how good your products and services are, do they believe you? What about them? What do they want? If you start communicating how your products and services can help them……by reducing costs, increasing sales or production…then you are going to create far more interest.

Passing the ‘so what’ test is tough and it means thinking about what your customers want rather than what you want to sell. It’s about having a clear proposition and communicating it clearly to the right audience.

If you need help understanding or communicating your proposition give First Impression a call on 01457 857111.