4 Steps to Define Your Business Proposition
In a saturated market, it’s not the best business that wins.
It’s the clearest.
If your audience doesn’t get what you do in a sentence or two, they’ll scroll on, click away, or choose a competitor who communicates better.
Your proposition is the foundation of your marketing strategy. It tells people:
> What you do
> Who you help
> Why you’re the right choice
Yet so many businesses struggle to articulate this clearly and confidently.
Let me share with you a straightforward, 4-step process to define a value proposition that actually converts.
1. Highlight your unique strengths
Ask yourself:
> What sets me apart in my industry?
> What experience, skill, or story makes me memorable?
> What’s my “why”?
The goal here is to pinpoint what makes you distinctive.
Your unique value is more than just services - it’s about how you do it, and the journey that led you there.
People don’t connect with features.
They connect with stories.
TIP:
Share your personal journey to build credibility and trust. Make your audience feel like they’re buying from a person - not just a business.
2. Focus on outcomes - not features
No one is buying “business consultancy.”
> They’re buying growth.
> They’re buying clarity.
> They’re buying confidence to move forward.
Instead of saying:
“I’m a business consultant.”
Try this instead:
“I help small businesses master strategy to grow profitably.”
Your audience cares about what’s in it for them.
So, speak directly to the result.
3. Define your value proposition
Use this simple formula:
I’m [Your Name],
A [What you do – with a focus on solving a problem].
Helping [Your Target Audience] achieve [Desired Outcome].
Example:
“I’m Simon Clayton,
a leadership coach
helping senior professionals
overcome imposter syndrome and lead with confidence.”
This isn’t just clear - it’s compelling, conversational, and easy to remember.
4. Craft your positioning headline
Your headline is often the first thing someone sees on your LinkedIn, website, or business card.
Make it:
> Benefit-driven
> Memorable
> Conversational
Examples:
“Helping entrepreneurs simplify their marketing strategies.”
“From confusion to clarity: Personal finance coaching for professionals.”
Avoid jargon.
Keep it human.
Think about what you’d say at a networking event, not a boardroom pitch.
And finally…
Clarity Builds Trust
In today’s market, trust is your greatest currency.
Your proposition isn’t just about standing out.
It’s about making it easy for people to say yes.
So don’t overcomplicate it.
> Be clear.
> Be relevant.
> Be you!
Need Help?
If you need help, guidance or finding clarity - jargon free - with your marketing or personal brand strategy - just hit the 'reply' button or email: simon@