Framing Your Value Proposition Using Content

By Sander Biehn | Nov 22, 2017

Sander Biehn is founder and CEO of Thought Horizon, LLC. After a successful career in sales at AT&T, he founded his company in 2013 helping organizations to build, manage and succeed using social selling.

If getting your point across to your audience is so easy, why is it that too few brands seem to hit that mark?

Contrary to conversations in real life, blogs and online articles are entirely one-sided communication.  It should be so easy to get the point across. After all, while I am hopefully talking about and answering your burning questions, I alone have the power to prioritize the issues in this article to fit my agenda.

All marketers have the same power if they choose to use it. But for some reason, they don’t. Instead, I see many marketers doing just the opposite. They tend to talk about their products and services using the framing given to them by the industry. They explain what they do and what they have using the words and images given to them by the competition. Why?

Explaining a new product or service in terms of an older one is just too tempting. As a simple example, look at how so many startup ‘elevator pitches’ are assembled: “We’re the Uber of the large machine construction business” or “We’re Airbnb for dog houses.” However, what seems like a short-cut can leave you with a diluted message. You really aren’t much if you just applied someone else’s value proposition to a different vertical market.

Framing to the rescue. Framing is the act of explaining your company’s value proposition in words that are understandable to your prospects.

There are two parts to this process.

First, the message needs to be simplified. This means that heavy technical writing should be shunned unless it is widely understood by the business leaders in your target selling sector. Simple is better. It gives your content wider appeal to a larger audience and makes it more appealing, and therefore understandable, to read.

Second, the message needs to be unique and differentiated through your business lens. This means that any comparison to an existing solution may not help your content take wing. Claiming a new advantage in the market isn’t as easy as it looks, though. This is why you need to work through the business problems you know your customers face using the lens of your unique offering. They say if you only have a hammer, every problem begins to look like a nail. This is ok when it comes to your content marketing. Get your audience thinking like you do—they will have to agree that solution makes the most sense!

Lest you believe your readers will see this as a ruse, I offer this sage advice: so what!?  Remember, intrinsically speaking, your blog is your place to pitch your value proposition. So, do it. It is absolutely baffling to me when I read a company blog that is nothing but a retread of “helpful hints” that everyone else in the industry has already written.

If you want to learn more about framing your value, reach out to me and let’s talk. Don’t waste your content marketing dollars and squander your marketing success. Success is very much within reach.

Leave a Reply

Your email address will not be published. Required fields are marked *