Page 45 - PHR - Business In Action Magazine 5.9.23 (1)_Neat

Take
How do value propositions mesh Action It doesn’t tell me as a consumer exactly
with calls to action? what I'm getting, why I'm going to benefit
In a perfect world, you will convert from it, and how it’s different from Android.
someone solely on the value proposition. The tagline is more of an idea about the
That said, nobody is going to complete Review your brand that conveys its voice and message
your CTA if they don’t understand the company’s value versus its value.
proposition, and
value. So I would say that if your CTA ensure that you are
is elsewhere, and it’s buried in a sea of conveying it clearly It goes back to abstract versus concrete:
information, they’re going to forget the to your audience. more of your brand’s image, voice, and
value proposition that they just read. persona versus the value that your specific
Always keep in mind that wherever your product or service provides. When you
CTA is, you need your value proposition think of Apple, it's constantly innovating
right there. They are so integral to each to make life easier, and when you have
other. For example, a potential customer an Apple device, you’re a part of that
may just say, “I don't know if I want a free community. That’s its value proposition.
trial. It’s just an email that I’m going to
have to unsubscribe from.” Reminding Is it possible to overstate a
them of the value is going to keep their value proposition?
interest and their business. No. It needs to be apparent at the various
touch points of a potential consumer,
What’s the most common mistake whether they’re coming to you from a
with value propositions? brochure, a billboard, your social media,
Going too creative. You have this one or your website. It needs to be apparent
statement, followed by a couple of short at their first point of contact and the
sentences. If you get too artsy with it, you’re key factor behind all your messaging,
going to lose the meaning and information graphics, testimonials, product pages,
behind it, and your value proposition and main pages. After all, it will drive your
morphs more into a tagline or slogan. It overall strategy.
becomes too abstract.
Unfortunately, I think a lot of companies
What makes a value proposition focus on their slogan, tagline, mission
different than a tagline? statement, and even their positioning
That’s a good question. Let’s take Apple statement and sometimes forget the value
as an example. Apple's tagline is Think proposition. But it’s a very important tool
different. That's not their value proposition. that’s often overlooked. n

42 / BUSINESS IN ACTION businessinaction.com / 43