I’m going to try to keep this short… (read on to see why!)
When we want to convince someone, its human nature to provide as much context and proof as possible.
But science proves that when there’s too much info to process, people don’t lean in, they tap out. In a test shared on Phil Agnew’s Nudge podcast, a 49-word email generated twice as many responses as a 127-word version. Same message. Fewer words. Better results.
So, as Mr T would say: “quit the jibba jabba!” Get to the point. Say one thing powerfully and you’ll be remembered. Say four things at once and you’ll be forgotten.
Agreeing on a clear single-minded message or value proposition can take a lot of work, but it’s always worth the effort.
How to create a single minded value proposition?
At its core, you need to answer three things:
- Who are you trying to reach – and what do they actually care about?
What problems are they trying to solve? What’s driving their decisions? What emotional or practical triggers make them lean in? Speak to stakeholders, gather customer feedback, combine as much research as you have to understand this. - What can you genuinely deliver?
What are your real capabilities (not your wish list)? How does engaging with your brand make your audience’s life better, easier, more successful? - Why you?
How are competitors positioning themselves? Where’s the gap? What makes you the smarter, stronger, more credible choice?
The classic value proposition canvas framework can be a great starting point to bring out the points above which we then like to refine into the following Moreish example value proposition template created for Key Partnerships.
And then comes the hard bit: simplifying. “If I had more time I would have written you a shorter letter” – Winston Churchill. Our Moreish Director, Simon Martin, loves (and frequently uses) this quote. It illustrates that it actually takes more time and thought to simply communicate what needs to be said in the best way.
If your message is convoluted or forgettable, people won’t hang around. Yes, tailor it to different personas – that’s smart marketing. But anchor it all to one clear, unifying proposition that makes you memorable.
And lastly, it’s also important that your customer proposition is truly represents the company values and offering. People have to believe it internally otherwise it will never transcend into the hearts and minds of consumers. It needs to be credible and aligned with the businesses purpose, skills and values. For your brand proposition model to be effective, you need to be able to deliver on your promises.
In our experience, despite the time it takes to keep it simple, it is always well worth the effort.
Have you recently gone through a brand positioning workshop? How did it go for you? Or are you considering the process? Let us know if this is useful and if you need any further guidance.
See how this proposition development worked for Agria Pet Insurance, My Home Move Conveyancing and Newcastle Building Society (for Intermediaries). Or if you’d like a chat to Moreish about your financial services brand’s proposition statement, get in touch here.