People spend a lot of time perfecting their Unique Value Proposition, elevator pitch, and tagline, so I thought it might be time to say the quiet part out loud: Nobody cares. Well, they do care, just not about your UVP, elevator pitch or tagline. We know that customers buy from those they Know, Like, and Trust, but even a brilliantly crafted UVP, elevator pitch, or tagline cannot really drive the “KLT” triad.
Your elevator pitch and tagline help people remember your company name and what you offer. The UVP may help them remember the value (you say) your offerings provide, but UVPs are usually so hyperbolic as to make more people skeptical than turn them into believers. And none of these fully satisfies the buyer’s need to develop the three legs of affinity before they are comfortable buying from you. All three mainly help generate awareness of your company. While they also help with brand propagation and visibility, it really doesn’t create the emotional connections that buyers need to influence their decisions.
Liking and trusting your company require deeper and more meaningful connections. Any networker can tell you that – and will – but most aren’t forthcoming about how to generate the level of affinity and trust needed to close a sale faster. Maybe they don’t know either? If you are a great networker and think developing the relationship is something that just takes time, email me please. I’d love to discuss it with you.
I believe that the time it takes for someone to become comfortable enough with your company to purchase from you can be influenced by other factors. One of those factors is your purpose! Knowing that helps a prospective customer understand why your company exists, what the company values as an organization, and, perhaps most importantly, enables them to understand the strategic direction your company is going in.
Your purpose is also a very powerful sales and marketing tool. It not only helps prospective clients develop the affinity feelings behind “Like” and “Trust” more quickly, it also serves as a guide for refining your market targeting and messaging strategies. If you’re familiar with Simon Sinek, you’ve heard his most noted quote: “People don’t buy what you do, they buy why you do it.” If you look deep enough into Sinek’s theory – which has been proven by neuroscience – people buy your purpose, not the offering. Of course, your purpose must be aligned with their pain point(s), but there are alternatives to your offering in the market. The same may not be true of your company purpose.
Infusing your purpose into both your strategy and messaging is a powerful way to drive more qualified leads and shorten the sales cycle. It also has a very positive impact on your brand reputation when it’s propagated across your entire organization. And, let’s be honest here, your messaging is frequently as important for your company’s internal marketing as it is to external prospects and leads. When your team personifies the purpose of the company, the brand propagates better and the market notices.
Are you infusing your purpose into your marketing strategy? Take a closer look, and if you’d like some help figuring out how to use purpose as a way to generate more leads and close more business, set up a complimentary call and let’s chat!
