Every company, including your company, needs a strong value proposition.
At the core, the value proposition is why a customer should do business with you and not somebody else.
If you don’t have this differentiation, your business is doomed to struggle or die.
Take a look at this email I got from L.L.Bean, the outdoor clothing retailer, and pay special attention to the big reminder they give the customer of why they should do business together:
1. Free Shipping
Free shipping for online retailers is a huge deal. Customers are growing to expect free shipping.
Since not all online retailers offer free shipping, L.L.Bean calls it out multiple times in this email.
You should likewise draw attention to your free shipping options (if you have them).
2. Customers First Core Philosophy
Why are you in business? L.L.Bean was founded with the customer at its core and they have a long history of great customer service.
Think about how you can remind your customers that you’ve been on their side for a long, long time.
3. What Makes Your Products Great?
L.L.Bean highlights that they test all their products. Do you do something special with the products you sell to make sure your customers get a quality product? You should.
Deliver a great product and then tell your customer why it is awesome.
4. Guarantee Everything
Can you stand by your product? If not, you shouldn’t be selling it. Don’t sell garbage to your customers. (see #3 above).
L.L.Bean offers an amazing guarantee. You can read it here.
When you guarantee your products like this, your customers will trust you. They will take a chance on you. They will buy your product over another from the competition.
Make a solid guarantee when you sell your products. Make it simple to understand. Then, honor your promise and keep your word with customers.
Share Your Awesomeness
L.L.Bean intentionally highlights and markets their value proposition.
Why? Because it builds confidence and helps retain loyal customers.
You’d be wise to borrow some of these practices and put them into your business.