If you want me to buy your product, service, solution, system, offering, etc., you must have an immediate and unambiguous value proposition that I can understand and act on. In your core marketing message somewhere you need to convince me that working with you will be worth my time, my risk, my inconvenience – and my money.
Carl Nichols and Bill Schley discuss this concept and many more in their book Why Johnny Can’t Brand, and lay out what they call the Eight Human Appeals that affect us all. According to them, a high-performing brand/solution offering must promise to help a person be:
- Happier
- Smarter
- Healthier
- Richer
- Safer
- More secure
- More attractive
- More successful
The value of the above appeals is quite obvious, but you’d be surprised at how many companies miss when you sit down and look at core messaging and offerings. Your appeal has to be direct, powerful, and above all, fast. It must compel change and inspire buying decisions.
Does your business have a clear offer I can’t refuse?
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