#18 - Discover Your Unique Value Proposition

I'm passionate about seeing the unseen, to understand beyond what people say and do.

I guess that's why I love what I do. I have the chance to study everyday what goes into people hearts and minds and how this influence our decisions in life (including the things we buy and brands we engage with).

Last week, I shared with you about the FREE GUIDE I put together in the last months: 5 Steps to Apply Storytelling to Your Business, and if you missed it you can download it here.

That is a step by step guide on how to see the unseen in your brand and connect to the heart of your customers by discovering the heart of your brand.

Today I bring you one exercise that is essential to get there.

Changing how you see your business changes everything.

Do you know what people are really buying from you?

How does this question help you?

1. Increase your sales and revenue.

2. Increase the perceived value of what you're selling.

3. Increases emotional connection and loyalty with your customer base.

To understand this question, let's zoom in into what "buying” really means.

Buying:

• There are two perspectives in the word “buying".

• The first one is the obvious one: we pay an amount of cash for the ownership of something. This is usually how we tend to think about business (consciously at least).

• But there's another "buying" that is how your customer and client unconsciously relate to your brand, and that is what they are "buying into". The expression "buying into” means to see something as true, to agree with or accept something as valid.

So my question today is not about what they are paying cash for (your product, you service) but what are you making your clients to buy into?

This is what they are really interested in and if you can bring that out it will be a game changer in your brand positioning.

Let’s look into some examples of what that means.

Examples:

For the company that sells electric blankets, they think people are buying electric blankets, but their customers are really buying into getting themselves warm and cozy.

For the construction company, they think they are selling apartments and housing, but what people are really buying into is a vision for their future and lifestyle.

To be more assertive on what people are “buying into”, you need to know:

•  Who are the people and what they want/believe:

• What characteristics they value that you can associate that with, for example you associate the electric blanket with the aesthetic of elegance. So it's not any blanket, it's an elegant blanket that keep you cozy and warm. Or in the case of the real state, you're not selling an apartment but an upper-class lifestyle, or a more connected life-style (depending of what is the product behind it).

So the real question we're trying to answer is:

• What are the beliefs and outcomes that people are looking to get out from your product?

Note that these are likely associations you will want to build around your brand in the long term.

Action step

👉 Set aside 20 min to work on your version of this prompt to get the clarity you need to set your business for authentic growth.

What are the beliefs and outcomes that people are looking to get out from your product? What are they buying into?

Warmly,

Nathalia Montenegro

P.S : Ready to find out exactly what you need to do next to grow your business?

Here's how I can help:

• If you haven't yet - connect with me on Linkedin or Instagram to get weekly insights on aligning your brand and business for authentic growth.

• Want guidance to reposition, realign or consolidate your brand & business? Book a complementary clarity call with me here.

PS2: New here? Read the previous issues of this newsletter here.