How to Develop a Magnetic Value Proposition

A lot of coaches find it hard to really communicate the value of what they do in their marketing and craft a viable value proposition. Today, I want to unpack the ‘brand ladder’ with you – a helpful marketing tool that helps you define what motivates people to buy and craft a compelling value proposition that is guaranteed to attract new clients.

Before you develop any marketing strategies to get out there and start becoming known, liked and trusted to attract clients, you have to know what to say and how to describe the value of what you do. A solid brand ladder will make all the difference. It’s what will rocket fuel your opportunities.

In this episode, we’ll cover

* What is a Brand Ladder and Why Do You Need One?

* The Five-Step Brand Ladder Process

* Crafting Your Value Proposition

What is a Brand Ladder and Why Do You Need One?

In all marketing and advertising, we want to write, speak or engage with emotion and values that are aligned with what the clients want to feel and be because this is appealing and attractive to them.

If you listened to my last episode, you might have heard me mention that 90% of a buying decision is based on emotion, and only 10% is based on logic.

So, how do you create that emotively based value proposition?

Brand laddering is one exercise to help you uncover the right language to develop your value proposition. This tool helps you to unpack the mental and emotional process your potential client goes through as they are becoming engaged to buy, and it leverages coaching concepts including positive psychology, Maslow’s hierarchy of needs, and unpacking the “why behind the why”.

They start by outlining your service’s most important feature, then its benefits, the emotional value to the person, and how those benefits and values might change someone’s life.

The Five-Step Brand Ladder Process

Let’s walk through the five-step brand ladder process, so you can use this to create compelling copy and a rock-solid value proposition that is irresistible to potential clients.

Bottom Rung – Features

Features are the factual statements about your service, about what it can do or what it includes, and why it’s the best choice.

This rung answers the question – “so what is this program, and who is it for?”

If your service is a coaching program, then factual statements might include:

Weight loss program tailored to women in their 40s
8-week, evidence-based program to help you reduce stress at work

You can hear the points of difference here – firstly both are specific to a problem, the weight loss program is tailored to a specific group, or the 8-week program is evidence-based.

These types of statements speak about the strengths or differences of your service and therefore why it is a better choice.

You will notice that the wording is specific, not general. That way there’s no room for misinterpretation or misunderstanding. This is important for all rungs of the ladder.

Second Rung – Functional Benefits

Next are the functional benefits that these features provide. These are the end results of what the service can accomplish for your client.

This rung answers the question – “So what do I get?” or “What’s in it for me?”

Functional benefits are things that help people to:

Stay connected – e.g. friends, family, socially
Save money – e.g. reduce time, add value, track success, reduce costs
Make you smarter – e.g. build skills, support, information, step-by-step process
Help you be healthier – e.g. prevent, restore, mental health, lose weight, exercise
Work better for you – e.g. faster, safer, evidence-based
Help you take action – e.g. awareness, motivation, confidence
Simplify your life – e.g. efficient, easier, time-saving, streamlined, and organised.

For a coaching program, these could be things like:

Making simple changes to your eating habits to help you achieve a healthy weight
Learning how to better manage your schedule and leave work on time, so you can switch off more easily and have the energy for friends, family and fitness after work.

Notice once again that the language is specific to the client and what their daily life experience might involve. Market research and conversations with your client can help you get there.

Third Rung – Emotional Benefits

Next are the emotional benefits that these functional benefits provide.

This rung answers the question – “how will this make me feel?”

It’s a bit like peeling off another layer of the why in a first coaching session, asking “So if you were to achieve that vision, how would you feel?”

Emotional benefits are commonly things like:

Curiosity for knowledge – e.g. competent, smarter, aware
Sense of optimism – e.g. motivated, successful, inspired, special
Feeling comfortable – e.g. relaxed, nurtured, compassionate
Feeling free – e.g. alive, excited, exhilarated
Getting noticed – e.g. playful, popular, sexy
Feeling liked or self-assured – e.g. friendly, happy, fulfilled, confident, empowered
Staying in control – e.g. respect, safe, trust, reliable
Feeling myself/my values – e.g. honesty, standards, purpose, family, authentic
Feeling revitalised – e.g. active, more energized, youthful, getting the old me back
Having a sense of pride – e.g. leadership, overcoming, accomplishment

For a coaching program, these could be things like:

This program is designed to help you feel more confident, comfortable in your own skin and aligned with your values
By mastering your work schedule, you’ll feel more in control of your time, gain a sense of achievement and have a more relaxed time with the ones you love.

Notice how we are tapping into the client’s aspirations here. We are not promising that the program does this – we are saying how they might feel if they can get on top of their obstacles.

Working with your niche clients to help them create a vision can help you to work out these ‘feeling words’ more specifically.

Fourth Rung – Transformational Benefits

Next are the transformational benefits that are possible when a client can make lasting changes.

This rung answers the question – “how will this change my life?”

This is like peeling off yet another layer of the why in a first coaching session, asking “Why is this vision so meaningful for you?”

For a coaching program, these could be things like:

I’ll be a better, healthier role model for my kids and know that I am doing the best for my health
I’ll have better, more meaningful relationships with my family, have more fun in life, and perform better at work.

Notice how we are tapping into the client’s deeper values and motivators here. Reflect on how you feel even just listening to these transformational benefits!

(Sometimes) Fifth Rung – Social Impact

Some brand ladders have another layer – related to the social impact of the company or even of the person using the company’s services.

This rung answers the question – “how does this change society?”

In a coaching context, this might only really apply to specific niches, but it could also speak to the values of your business and its greater mission in the world.

For example:

XYZ Coaching is on a mission to put an end to diabetes and other avoidable lifestyle diseases. This is your chance to be part of the change and inspire your friends and family with healthier choices for a healthy weight.
Burnout is a global problem. For every program purchased, we will donate $10 to Beyond Blue, an organisation that supports and advocates for better mental health.

By now, your potential client will feel on a high and be excited to work with you!

Crafting Your Value Proposition

So, how do you use this information to craft a value proposition?

It’s about pulling together the key elements of the ladder into something that speaks to the value of what you do.

Using the weight loss example:

If you’re a woman in your 40s who is struggling to lose weight, XYZ coaching will take you through a step-by-step process to make weight loss easier. You’ll finally start to feel more comfortable in your own skin and be the role model you want to be for your family.

Using the stress management example:

If you’re sick of feeling overwhelmed by workplace stress, this evidence-based program will help you to manage your time better and feel more energized so you can switch off more easily and have more quality time with the people and things you love.

Summary

The brand ladder exercise is a great tool to help you unpack a statement that truly conveys the value of what you do – your value proposition – and taps into your prospective client’s emotional drivers.

You can build a brand ladder using the words your clients use in their initial vision sessions, by peeling off the layers of the why.

Assuming that you have the best intentions for your client and will do your best as a coach, this is an authentic way to get excited about what you do and the difference you can make in the world.

It helps you to stand out and be emotionally engaging with the right people.

And if you get this right, you’ll easily have more clients heading your way.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

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