As we roll into the new year, we have an opportunity to reflect on what we've done well and what we need to do better. Understanding how you "shine" as a company—your value proposition—and being able to convey that to potential customers—your messaging—are critical. This defines whether you'll be on the path to success or on the path to a not-so-fun place to be. In this article, we'll explore how your messaging may be perceived by potential customers (yes, I actually looked at some of your websites) and suggest alternative ways to articulate what it is that makes you unique or different. I'm even willing to "donate" 20 minutes of consulting time to look at your company's messaging. So, read on...

Does Your Messaging Convey Your Differentiation?

What makes a prospect want to buy from you? If you can readily, and accurately, answer that question then I will claim that you have just shared your company's value proposition. There are various interpretations of what a value proposition actually is, so I'll share a definition that has worked for me throughout my career. A value proposition is what makes your company "unique, differentiated, and sustainable." Think about it. Most likely, prospects have multiple companies to buy from. They choose you based on your uniqueness and differentiation; they remain with you because you are sustaining that differentiation.

If there is one universal concern facing companies today, it boils down to how they differentiate themselves from the pack. Even if they can define how they're unique or different, it's not what these companies believe to be true about themselves but rather what a prospect believes. So, what can you do to communicate your value proposition to potential customers and motivate them to buy from you?

Let's look at a few of your communication options. Your website, marketing collateral, and selling tools used during sales calls are vehicles to make a connection with your audience, particularly with potential customers. Our company's philosophy is that messaging should focus on the customer not on the seller. You want to connect with a prospect so that they are interested in learning more. That connection is made by focusing on what your offerings do for their business, not simply on what your products are or how they work. We also believe that sales people have the most direct access to and influence on how your company is perceived by a prospect or customer. Sales people can deliver messaging but most can't create messaging.

So, ask yourself some basic questions: How does your messaging entice your audience to learn more about you? Does your content clearly convey what you do and why someone should buy from you? Can this same content be used by your sales people to articulate how, by using your products, the prospect's business will improve? "

Messaging Examples from Actual Websites (Yikes!)

To illustrate the point about effective messaging, I decided to visit some of your websites to see if they readily conveyed your value proposition. The acid test for me was whether a new sales person could go to your site (or collateral for that matter) and gather information to prepare for a sales call. Could they understand the business issues faced by your clients? Could they also determine how to position your products in a way that addressed these business issues? Bear in mind that I may look at websites with a very discerning (you may even call it biased) eye. I review at least 30 sites each week and review piles of collateral, so I've developed an eye for determining how an audience might react to messaging.

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