The human psyche is a delicate place. We trick ourselves into thinking we want or don’t want something. We go back and forth on options and for the most part we settle. Sometimes we settle because something is too hard, costs too much or is beyond our skill level. But in the end, the result is generally the same. We settled. Why don’t we try to achiever great?
How Focusing on Your Value Proposition Keeps You Honest. A value proposition is the primary reason people buy from you — it’s the secret sauce that makes your business, product, or service unique. Businesses that align their marketing to their value proposition are only reaching out to people who have a reason to buy their product. Their vanity metrics won’t be as pumped up as they could be, but they’ll have something that matters way more: conversions.
When I talk to business leaders about whether their digital marketing strategy is performing, I sometimes get the same emotional response:
Anger because they have spent money on digital marketing but they don’t understand what they got for their money.
Disappointment because they have to confront the reality that they don’t know what their digital marketing goals should have been.
Frustration because they don’t know what to do next.