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Win more customers: The power of communicating what sets you apart
Getting your business noticed means knowing how to communicate your unique value to potential customers.
This was the focus of the August installment of the Behind the Sign webinar, featuring marketing expert Stacey Danheiser. Stacey shared practical tips for crafting a value proposition that not only grabs attention but also grows your business.
What is value and why is it important?
First things first, what does “value” mean when we’re talking about your business? According to Stacey, the answer isn’t so straightforward:
“Value is subjective. Every customer perceives it differently depending on their needs and circumstances.”
In other words, what you think is valuable might not be what your customers care about most. Stacey shared a great example. Picture three women shopping for handbags:
The key takeaway? “It’s not about the product itself – it’s about how it aligns with your customers’ priorities.” And that’s where your value proposition comes in – it anchors your products or services to what customers feel is important.
Four key principles to crafting a winning value proposition
1. Value is subjective.
Understanding what your customers value starts with knowing your ideal customer (your target audience) and the problems you solve (your value). Whether you’re selling to businesses or directly to consumers, your value proposition must address these specific needs.
“Ask yourself: What problem am I solving, and why do my customers choose me?” Stacey advised. She also emphasized the importance of validating your assumptions with real customer feedback. “About 99% of the time, what companies say their value proposition is and what customers actually value are not the same.”
Pro tip: Start by hypothesizing the problems you solve for your customers, then validate your assumptions through surveys or interviews.
2. Focus on what makes you different.
Every day, your customers are faced with countless options. How can you stand out? Stacey warned about falling into what she calls “the sea of sameness,” where businesses all start sounding alike.
“A lot of companies are just copying each other’s claims, using the same jargon and messaging. This leaves customers confused.”
It could just be one or two things you highlight but rise above the noise by focusing on what truly makes you different.
Pro tip: Perform a competitor analysis. As Stacey emphasized, “Make sure what sets you apart is something that actually resonates with your customers.”
3. Prove your value.
“Consumers are savvy – they don’t necessarily believe your promises,” Stacey pointed out.
For example, some companies make bold claims like being “the best home repair service.” But Stacey cautioned against this approach, explaining, “When we hear lofty claims, it often makes us roll our eyes.” Instead, show your value through real-world proof. “Customer testimonials, especially from trusted platforms like BBB, make a much bigger impact.”
Pro tip: Start collecting reviews from satisfied customers. “If you claim to save customers time or money, start tracking that data so you can use real numbers in your marketing.”
4. Communicate consistently.
Once you’ve nailed down your value, consistency is key:
“Even if you feel like you're repeating yourself, customers need that repetition to remember what makes you special.”
Consistency helps build trust and reinforces your message over time. For small businesses, this means making sure your website, social media, and emails are all aligned and sharing the same clear, focused message.
Pro tip: Take a look at your current messaging across all platforms and ask yourself, “Does everything I’m putting out there – on my website, in my emails – answer the question, ‘What’s in it for the customer?’” If not, it’s time to make some changes.
Bonus tip: Stay flexible – your value may change
Your customers’ needs and the market can change over time. Stacey noted how critical it is to regularly revisit your value proposition. “During the COVID-19 pandemic, businesses had to pivot quickly to remain relevant. Distilleries started making hand sanitizer, and restaurants offered cocktails to go. They paid attention to what their customers needed in that moment, and that’s why they survived.”
Pro tip: Schedule an annual review of your value proposition. “Don’t assume what worked last year will still work this year. Regularly gather feedback from your customers to make sure your messaging is still relevant.”
Making value communication a priority
Communicating what sets your business apart is critical to long-term growth. As Stacey emphasized throughout the webinar, “Value is defined by your customers, not by you.” To win more customers and grow your business, focus on these three things:
1. What makes you different
2. Proving your value with real customer feedback
3. Staying consistent in your messaging
BBB Accreditation plays a significant role in this process by helping businesses build trust. “BBB Accreditation is a badge of credibility, and it’s backed by verification that no other organization offers,” Stacey noted. If you’re not yet BBB Accredited, now is the perfect time to explore how it can benefit your business by improving your reputation, generating leads, and reducing risk.
Ready to learn more about how to communicate your unique business value and win more customers? Watch the full Behind the Sign webinar for actionable insights and strategies.