It’s no mystery that most industries are highly competitive… Marketing your business is now more competitive than ever before. Add the following new changes in the marketing and sales landscape and it feels even more difficult than ever before…
- The commoditization of online advertising
- Ease-of-use when it comes to digital marketing
- Globalization
- Price competition
- New technologies
- New platforms, tools, and automation
- Artificial intelligence
- Social media
- Lower barriers of entry for almost all business types
Companies are getting better and better at identifying their target audience and concisely showing WHY customers should choose them. Overall this is good, brands are stronger, there are more of them, and they do an overall better job of connecting with their core audiences.
Have you found yourself asking one or more of these questions?
- What really makes my business different?
- Why should my customers choose me over the competition?
- How can I stand out from the crowd?
- How can I increase my conversion rates?
- How can I increase my sales?
- How can I increase my revenue?
You’re not alone!
As an agency owner, creative and business growth strategist, I have encountered this dilemma more times that I can count. Traditionally, one might suggest that you focus more on the “WHY” of your business: Why should customers choose you over the competition? What are the benefits and outcomes that come from using your product or service. But, in a way, this has become so main stream. Everyone is doing a better job at highlighting the value propositions of their offering.
So, what can REALLY help you differentiate?
The answer… Focus more on the HOW of your product, service or offering.
Consider the following structure:
Step 1: Be clear in WHAT you offer
- What services do you offer?
- What products do you offer?
- What do you do?
- What is the price?
- What are your specialities?
Step 2: Be clear in WHY customers should choose you
- Why is your product or service the best?
- Why choose you? Value propositions.
- Why choose you? Emotional benefits.
- Why choose you? Physical benefits?
Step 3: Be clear in HOW you provide value
- How do you deliver your product or service
- How is your process different from your competition
- How does your process ensure a positive outcome?
I have worked with hundreds of brands in dozens of different industries, in countless countries and growth stages. This is often where I see mistakes being made, or an opportunity arise. You do a pretty good job at explaining WHAT you offer and WHY customers should choose you. But now customers want to see more. They want to see HOW you deliver a world-class product or service. What’s different about HOW you do things?
Let me use a very practical example. Let’s say you’re a in the B2B space and you offer business financial consulting service. Your marketing does a pretty good job an highlighting who you are, what you offer and why customers should choose you. But do you clearly show HOW you roll out your service to a new client? And, I’m not talking about a simple (overused) three step graphic… Something like step 1, discovery. Step 2, rollout service. Step 3, review and grow. No, no, no… That simply isn’t good enough.
Nowadays customers demand:
- Transparency
- Authenticity
- Differentiation
- Clear value
- A glimpse at what it looks like working together
- HOW you deliver value
- HOW you will ensure success
Think about it, we see this more and more in big brands… For example:
- The dominos order tracker that shows HOW are pizza is being made and delivered
- Product tech rollouts showing HOW the product works
- StoryBrand and HOW to write a better story and copywriting that converts
- Spec pages that show HOW a widget or product works
- In-depth product reviews showing HOW a product benefits the user
When highlighted correctly, and showcasing the HOW of your business, you will start to see many lagging indicators showing growth. It will take time, and these benefits are typically seen further down in your marketing and sales funnel. After a stranger becomes aware of your brand, and move down to prospect or interested in what you offer, they start to do more research, they want to better understand what you offer… It’s your job to share it with them in a way that is clear, makes sense and gives them a taste of what it WILL be like to work together once they sign on the dotted line, pay, checkout, or make that purchase decision. You will notice growth in…
- Website conversion rates
- Easier sales conversions
- High pitch to conversion rates
- Differentiation from your competition
- A more clear “elevator pitch”
- High customer/client satisfaction
- A smoother on-boarding process
- Increased number of brand advocates
- A happier and higher performing marketing and sales team
Here are my quick tips to get started on identifying, creating and marketing your business ‘HOW’
Step 1: Talk to your customers
Crafting Effective Questions: The goal of these interviews isn’t to sell, it’s to understand. Ask open-ended questions that invite stories and detailed explanations. Instead of asking, “Do you like our product?”, ask, “What steps did you take to solve your problem before finding us? How did our product fit into that process?”. Focus on their journey, challenges, and the specific ways your product or service made a difference.
Listening is Key: Don’t just hear their answers, actively listen for the nuances. Pay attention to the language they use, the emotions they express, and any unspoken needs they might hint at. These subtle details can reveal the hidden value you provide and the unique steps you take to deliver results. Ask follow-up questions to dig deeper into their experiences and the “aha” moments they had with your business.
Analyze and Synthesize: After your interviews, compile the responses and look for patterns. What common threads emerge in their stories? What words or phrases do they repeat? These recurring elements are clues to your unique “HOW”. Use this information to create a narrative that showcases the step-by-step process you use to help customers achieve their goals. This narrative becomes the backbone of your “HOW” messaging.
Step 2: Talk to your team
Beyond Job Descriptions: Your team members are the boots on the ground, intimately involved in the day-to-day operations. Set up conversations with employees across different departments. Encourage them to go beyond their official job descriptions and share the real-world actions they take to make things happen. Ask about the challenges they overcome, the creative solutions they implement, and the unexpected ways they contribute to the customer experience.
Uncover Hidden Processes: Often, the most valuable “HOW” insights are hidden in plain sight. Frontline staff might have developed shortcuts, workarounds, or personalized approaches that aren’t documented in any official manual. These unique methods can be the secret sauce that sets your business apart. Encourage them to share these “unofficial” steps they take to ensure customer satisfaction and success.
Identify Shared Values: As you talk to your team, listen for common themes in their responses. Do they consistently emphasize a certain approach to problem-solving? Do they share a particular mindset that guides their actions? These shared values are the underlying principles that shape your “HOW”. By understanding these values, you can articulate the core beliefs that drive your team’s actions and deliver exceptional customer experiences.
Step 3: Start high level
The Big Picture: Before diving into the nitty-gritty details, zoom out to get a holistic view of your “HOW”. What are the core principles that guide your overall approach to serving customers? What are the overarching goals you’re trying to achieve with each interaction? Consider the values that define your company culture and brand identity. These high-level elements set the stage for the specific steps and actions that make up your unique process.
Customer Journey Mapping: Create a visual representation of the customer journey from initial awareness to post-purchase engagement. At each stage, identify the key touchpoints and interactions that shape the customer experience. This exercise helps you see the bigger picture and understand how your “HOW” manifests at different moments throughout the customer lifecycle.
Key Differentiators: Analyze your competitors and identify the key areas where your approach differs. What unique value do you offer that others don’t? What specific steps do you take that set you apart in the marketplace? By pinpointing these differentiators, you can start to articulate the high-level aspects of your “HOW” that make your business stand out from the crowd.
Step 4: Create a Proven Process graphic
[The example above is our Big Red Jelly Proven Process]
Visualizing Your “HOW”: A Proven Process graphic is a visual representation of the step-by-step journey you take customers through to achieve their desired outcomes. It distills the complex details of your “HOW” into a clear, concise, and engaging format. This graphic serves as a powerful communication tool, helping both your team and your customers understand your unique value proposition and the specific steps involved in delivering it.
Key Elements: Your Proven Process graphic should include the following key elements:
- Clear Steps: Break down your process into distinct phases or milestones. Each step should represent a significant action or interaction that contributes to the customer’s overall success.
- Visual Appeal: Use icons, illustrations, or simple diagrams to make each step visually engaging and easy to understand.
- Concise Descriptions: Accompany each step with a brief description that captures the essence of what happens at that stage.
- Customer-Centric Focus: The graphic should clearly show how each step benefits the customer and moves them closer to their desired goal.
- Branding: Incorporate your company’s branding elements (colors, fonts, logo) to maintain consistency and reinforce your brand identity.
Iterative Refinement: Don’t be afraid to experiment with different formats and layouts. Share your Proven Process graphic with your team and customers for feedback. Use their insights to refine and improve the graphic until it accurately reflects your unique “HOW” and resonates with your target audience.
Step 5: Integrate your Proven Process everywhere!
Beyond Marketing: While your Proven Process graphic is a valuable marketing asset, its true power lies in its ability to permeate every aspect of your business. This isn’t just about showcasing your “HOW” to customers, it’s about aligning your entire organization around a shared understanding of how you deliver value.
Internal Alignment: Share your Proven Process graphic with your team and make it a central part of your onboarding and training materials. Use it as a reference point for decision-making, problem-solving, and continuous improvement. When everyone understands the steps involved in your unique process, they can work together more effectively to achieve your common goals.
Customer Communication: Don’t just tell customers about your “HOW”, show them. Incorporate your Proven Process graphic into your website, sales presentations, and customer communications. Use it as a visual aid to explain your services, set expectations, and build trust. When customers see the clear, logical progression of your process, they’re more likely to feel confident in their decision to choose you.
Living Document: Your Proven Process isn’t set in stone. As your business evolves and you gain new insights, update your graphic to reflect these changes. Encourage your team to provide feedback and suggestions for improvement. This iterative process ensures that your Proven Process remains relevant, accurate, and aligned with your ongoing commitment to delivering exceptional customer experiences.
The Power of Consistency: By integrating your Proven Process everywhere, you create a cohesive brand identity that resonates with both your team and your customers. This consistency builds trust, reinforces your value proposition, and ultimately drives business growth.
Your “HOW” is Your Hero: Unleash the Power Within Your Business!
Your “HOW” is your superpower – the magic that turns customers into raving fans. By talking to your customers, your team, and zooming out to see the big picture, you’ll uncover the unique steps and values that set you apart. Then, bring it all to life with a Proven Process graphic that showcases your step-by-step journey to customer success.
So, are you ready to unlock the full potential of your “HOW” and transform the way you connect with your customers? At Big Red Jelly, we’re passionate about helping businesses discover their unique magic and craft compelling “HOW” stories that drive results.
Schedule a free consultation with Big Red Jelly today and let’s explore how we can elevate your brand’s “HOW” to new heights!
