If you’ve ever been to a marketing seminar or read a marketing book, then you’ve likely come across the term value proposition. I’ve never liked the term very much because it sounds like corporate gobbledygook. But really, a value proposition is simply the collection of reasons why a client — whether an individual or a company — buys a particular product or a service.

To get sales, it’s extremely important to know what your value proposition is and to communicate it clearly in all your marketing materials, from your website to your brochures to your ad copy. It should even be sprinkled throughout your social media conversations.

The challenge for most solo business owners however, is that trying to define their value proposition is an abstract concept that never gets them anywhere. But today I’m going to help you create a compelling value proposition quickly and easily. All you have to do is answer these 3 questions.

1. Why is your service immediately valuable and/or important to your ideal clients?
   
   The first and perhaps most important ingredient to defining your value proposition is clearly articulating how the transformation that you deliver directly and immediately addresses a problem, challenge, frustration or desire that your ideal clients are facing.
   
   More than likely, you can think of many reasons your service is valuable and important. But here’s the key: you have to identify the ONE thing that will MOST resonate with the largest percentage of your target market. People are inclined to scratch their biggest, most annoying “itch” first. And, if you’ve spent time getting to know your ideal clients, it should be easy to identify the ONE thing that stands out more than all the others.
   
   (Bonus tip: Use the same exact words that your prospects use when talking about their problem, challenge, frustration or desire.)

2. How are you and/or what you offer different from what others in the market are offering?
   
   Okay, this is a biggie. And it’s something that’s worth spending time thinking about, especially if you fall into the category of life coach, business/marketing coach, consultant, internet marketer, speaker or any other field where potential clients might view what you do as a “dime a dozen” or, worse, as a commodity.
   
   How are you distinct? How are you unique? If that’s hard to nail down, here’s another way to think about it: Why would it be difficult for a client to easily find an equivalent substitute for you or your services in the event you weren’t available?
   
   One way to differentiate yourself is with a niche. A 7-figure business coach that I know works only with chiropractors. Sure, he could easily work with doctors, dentists and other business owners too. But by specializing, he has become the go-to expert in that field. What makes him unique — and lets him charge a premium — is that arguably no one in the marketplace has more proven experience in helping chiropractors increase their revenues to the levels that he has.
   
   Another way to differentiate your business is through your service delivery. For example, the website 99designs.com has changed the way people buy graphic design services by having designers compete for work. And NetFlix revolutionized the way people rent movies by sending DVDs directly to their house. David Sandler of the Sandler Sales Institute said it best when he said, “To be successful, do the opposite of what everyone else is doing.”

3. Why should potential clients believe that you can in fact deliver what you promise?
   
   The third and final ingredient in creating a powerful value proposition is clearly explaining why a prospect should believe you when you say you’re going to help them achieve X, Y or Z. For most solo business owners this comes down to two components: your own experience, as well as the results you’ve helped others achieve.
   
   At a recent business workshop I attended, one of the other participants complained that she was struggling to find clients for her marketing services. However, after further prodding from the workshop leader it became apparent that this individual had never actually provided her marketing services to a client — nor did she have any previous experience in marketing. So why in the world would anyone hire this person?
   
   If you’ve been in your field for any length of time, then it should be easy to pull together proof points. Facts tell and stories sell — so use both. Mention specific results, such as dollars, numbers, percentages, etc. And share anecdotes and client testimonials.
   
   (Bonus tip: If you’re just starting out, then take on some “beta” clients for low to no cost in order to build up your experience and have success stories to share.)

If you’d like my help in getting clear on what your value proposition is — especially if you’re ready to sell your services to clients who are ready, willing and able to pay you top dollar — then be sure to sign up for a private one-hour Opportunity Call with me. We’ll not only get clear on your unique selling points, we’ll also look at where you can be increasing your income. You can reserve your hour with me right through my website here.

If you liked today’s article, you’re welcome to use it in your own ezine or blog as long as you include the following blurb:

Known as The Corporate Agent, Angelique Rewers, ABC, APR, teaches micro business owners and solopreneurs around the world how to grow their small business by working with Big Business. Get her FREE CD and articles at www.TheCorporateAgent.com.

  In the last issue of Brilliance!, I shared how using content like white papers, special reports and case studies can be an effective way to build a list of potential corporate clients interested in buying your services.

However, once you’ve created your content, you then need to develop an effective landing page that will allow you to capture your prospects’ contact information in exchange for giving them access to your valuable information. Here’s how.

1. Grab ‘em with a catchy headline and sub-headline. Research shows that the headline and sub-headline are not only what visitors to your site will read first — but those will also be the only things your prospects read if they are not immediately hooked.

   There are two key things you need to keep in mind about effective headlines and sub-headlines. First, you want to use your clients’ words in your marketing. Think: What kinds of words, phrases and expressions do they use to describe the problem your services (or in this case, content) solve? If they complain of “feeling overwhelmed” say that. Don’t say “soaring to your greatest potential.”

   The other thing to remember is that your headline and sub-headline need to directly relate to the original promise you made in the ad copy that drove people to your landing page in the first place. Research from the Direct Marketing Association (DMA) found that when the “hook” that’s used to get people to go to your landing page (e.g. something you said on your Facebook page) doesn’t match up with the actual offer on that landing page, your prospects will be annoyed and click away.

2. Eliminate all choices but one. Your landing page shouldn’t be like a holiday buffet with lots of things to choose from. There is only ONE goal of a landing page: to get your ideal clients to sign up for your information. As much as you may be tempted to highlight all the great information on your main website, any distractions will hurt your conversion rates. Period.

3. Use video. Sorry, folks. But the jury is in on this one. If you want more sign ups then you must add a short video to your landing page. Don’t worry; it doesn’t have to be perfect. And not only will video keep prospects on your page longer, but it will also help you establish trust with people who’ve never heard of you before.

4. Flaunt your credibility. Speaking of trust… Typically visitors to a landing page aren’t there very long. Therefore you don’t have much time to build a relationship. However, what you can do is validate your expertise by tapping into the goodwill already established by other trusted sources in the marketplace.  For example, you can include things like:

• Logos from media sources that have mentioned you or your company
• Logos or seals from organizations through which you have an accreditation or certification
• Logos or images of awards you’ve received
• Written testimonials from actual clients

5. Create a sense of urgency. Have you ever noticed you get more done when you’re under a deadline? By creating this same sense of urgency in your prospects, you’ll motivate them to take action now. Not put it off until “later,” which may never come. You can do this by limiting your offer with either time or quantity (ex. only 500 copies available for fr.ee). (Bonus tip: Including a “count down” timer on your landing page will put added emphasis on the deadline.)

6. Collect only the amount of information you really need. The more information you ask for from prospective clients, the fewer sign ups you’ll get. Still, you need to take into account your long-term marketing plans. There’s no question that contacting people through BOTH e-mail and snail mail can dramatically improve your sales. That’s why I always encourage my clients to at least ask for a mailing address in addition to getting the prospect’s full name and email.

7. Use big buttons that say “Click Here.” This last one may sound like a no brainer. But tests from professional marketing organizations have found that these two words in particular convert the highest number of prospects. Also be sure that your “Click Here” button is big, bold and easy to find.

Bonus Tip: Even with all these key pieces in place, it’s critically important that you continuously test and refine your landing page to drive your conversion rates higher and higher. Just remember to only test ONE thing at any one time. Otherwise you won’t know exactly why your page is performing… better or worse!

If you liked today’s article, you’re welcome to use it in your own ezine or blog as long as you include the following blurb:

Known as The Corporate Agent, Angelique Rewers, ABC, APR, teaches micro business owners and solopreneurs around the world how to grow their small business by working with Big Business. Get her FREE CD and articles at www.TheCorporateAgent.com.

 On Monday, I had the privilege of participating in the global launch of Ali Brown’s brand new Elevate program. Aside from just having the chance to be a part of the excitement of the day, I also got a rare behind-the-scenes glimpse of the new program launch.

However, what struck me most wasn’t the mechanics of it all — although that certainly was impressive! But what I really walked away with were three ah-ha’s around Big Picture stuff.

In this short video I share what these key takeaways are. Be sure not to miss #3 — it’s a biggie!!!

If you liked today’s article, you’re welcome to use it in your own ezine or blog as long as you include the following blurb:

Known as The Corporate Agent, Angelique Rewers, ABC, APR, teaches micro business owners and solopreneurs around the world how to grow their small business by working with Big Business. Get her FREE CD and articles at www.TheCorporateAgent.com.

Many small business owners take it easy during the holiday season. But what I’ve found is that the amount of effort I put in during December has a profound impact on my business success for the entire following year.

I not only use December to choose a theme for the coming year — but I also start to take actions NOW that will help manifest the results I want to see later. Watch this week’s video to learn what my theme will be for 2012 — as well as to discover two areas of opportunity you can leverage before the end of the year!

 Last week I was reading an article from Success Magazine, and it really got me thinking. Here’s what the article said:

“Ask most people to tell you — in a single word — what they want most from life, and they’ll answer with one of the following: happiness, love, health or… success. What’s interesting, however, is that so few people make a serious run at achieving success for fear of making a mistake.”

It sounds crazy. But it also rings true.

Have you been feeling as though the success you desire is just beyond your reach? Maybe you feel as though you’re waiting for someone to give you permission. Perhaps you’re not sure what steps to take. Or maybe fear is holding you back.

If it’s any of those things — or even if it’s something you can’t quite put your finger on — then, it’s time to decide to Seize Your Success in a big way.

Making the decision to succeed is a challenge for a lot of people. That’s why I have enthusiastically agreed to participate in the Seize Your Success Summit hosted by the iaLOAp (International Association of Law of Attractions Professionals).

This virtual summit is LIVE and it’s FREE — available to you wherever you are in the world and wherever you are on the path to your success.

In total, the event will cover 20 different ways you can seize your success — from cultivating relationships to finding your purpose to awakening your creativity to leveraging well-known mindset and success principles. And it’s all happening just around the corner: November 1 – 10.

No matter where you are in your business, or in your life, I guarantee there’s something in this amazing program to help you overcome whatever is standing in the way of YOUR success.

You owe it to yourself to check it out. You can get all the details here.

P.S. All of us who are leading classes want YOU to succeed beyond your wildest dreams.  We believe in you, and we know your success is just within your reach. You just have to decide to SEIZE it!

P.P.S.  When you grab your seat, you’ll have access to ALL the calls. And the best part is, even if you are not available to listen live, you will get access to the MP3 recordings, all FREE!

If you liked today’s article, you’re welcome to use it in your own ezine or blog as long as you include the following blurb:

Known as The Corporate Agent, Angelique Rewers, ABC, APR, teaches micro business owners and solopreneurs around the world how to grow their small business by working with Big Business. Get her FREE CD and articles at www.TheCorporateAgent.com.