The longstanding Merriam-Webster dictionary gives the definition of a Superhero as “a fictional hero having extraordinary or superhuman powers; also: an exceptionally skillful or successful person.”
Most of us know that Superman stands for “truth, justice, and the American way”; and the Green Lantern vows, “no evil shall escape my sight.” While these statements, at least in the context of business, would not make up a companies’ unique selling or value proposition, they do help form the basis of an good elevator speech.
A good elevator speech is made up of two distinct parts: A pain statement and a value proposition. The pain statement describes the problems that you solve and the value proposition illustrates how you solve the problem. An effective USP will differentiate your company from competitors and make your business stand out in the market place.
So what do Superheroes have to do with USP? If you take into account the last part of the definition of a superhero “exceptionally skillful or successful person (or company in this case),” along with the crux of the USP, “what makes your business stand out in the market,” then it makes perfect sense!
Most of us know that Superman has superhuman strength and speed, ability to fly, and x-ray vision to name a few of his skill sets and therefore what makes him unique and different than most other superheroes. These attributes make Superman valuable and define his value proposition in the crime fighting business.
Most marketers agree there are 3 components to a good value statement definition:
- The value proposition must say to the consumer “buy this product/service for this specific benefit.”
- The value proposition must be one the competition cannot or will not offer. In other words, it must be unique.
- The value proposition must be powerful and convincing enough to get consumers to switch brands and attract new customers.
At High Road Digital, the basis of our USP or value proposition goes something like this: “To deliver results for your business by targeting your message in a digital world.”
Let’s break down our value proposition into 2 parts:
1. How we work: We do this first by understanding and then identifying your marketing needs and ultimately offer your business expert advice and solutions from a team of seasoned marketing professionals. I often times refer to our team as “a deep bench of talented players” each equipped with unique skills and talents that are drawn upon during creative, brainstorming sessions.
2. How we roll: We are the “fun” marketing agency that doesn’t say “no” to our clients, rather our answer is usually “yes, we can do that”! especially when our competitors say they cannot or will not do it. At the end of the day we strive to always “take the highroad” and do what is in the best interest of our clients. Our clients like to work with us because we not only deliver results but also have fun along the way.
What makes your company take on “superhero-like” attributes? While you or your company employees may not possess superhuman powers, ask yourself: What skill sets or attributes make your company successful? What does your company do better than anyone else in your market?
Once you figure out what makes your company a “superhero” and a corresponding value proposition, the next step is to permeate these statements into all your company’s advertising/marketing collateral when appropriate.