Responsiveness by Consumers
In today’s commoditized environment, it is increasingly difficult to stand out from the crowd. Further, consumers at all economic levels are skeptical and cautious. They have been recipients of a relentless barrage of marketing approaches that are laden with business-centric or offering-centric messages. As a result, they are increasingly non-respondent to most marketing, sales, and even service initiatives. What is working for businesses enjoying steady growth is a fresh consumer/client-centric approach to all aspects of business messages. No longer do consumers look for or respond to an old school Unique Selling Proposition (USP) as a reason to do business. Instead, today they look for and respond to a promise of value and outcome. Successful businesses, during these past several tough economic years, have recognized this and are messaging a Unique Value Promise (UVP) instead. The results are quantitative. Why? Consumers know the difference between a proposition and a promise. They respond on curiosity and confidence of outcome. Curiosity as to how a company delivers on it’s promise. Confidence that here is a firm that communicates from the consumers perspective and as a result has the consumers best interest at heart.
- Are you marketing and messaging on a promise as a reason to do business with you?
- Is your message about you and what you do or is it about the outcome people receive by doing business with you?
- Are you answering the question “Why should I do business with you?” with a promise? -OR- Are you answering their WHY with the WHAT and HOW of your organization?
Food for Thought: What and How is not the answer to Why.