The Key to Acquiring High Value Clients
Hone In On Your Unique Offerings and Attract the Best Clients for You
If you’re a Soloist just starting out on your own, you probably have no idea what a Value Proposition is. You’re worried about getting clients, setting up your website, figuring out pricing, and wrapping your head around the ins and outs of running a business. But a value proposition is an important part of your business plan, and can make or break the first impressions clients have when they visit your website.
Andrew Ingkavet is the owner and a music teacher at Park Slope Music Lessons in Brooklyn. Andrew said when he first started out, he didn’t know what a value proposition was either. When he looked it up, it seemed too “big business” or “corporate” to his eyes. But when he drilled down even further by taking some classes for entrepreneurs, he started to understand just how important a value proposition is.
The Power of the Empathy Map
Andrew went about creating his value proposition by first studying an Empathy Map, a resource that helps guide business owners into the depths of their customers’ heads.
First, you think about what a customer says versus what they do.
He said he used this empathy map to put together the value proposition that is now up on the front page of his website: “Parents look for activities that support their children academically, socially and emotionally. Our student-centered curriculum makes learning an instrument fun with most students staying with us for years practicing essential skills for success in school, work and life.”
The Importance of Identifying Your Ideal Customer
Another part of creating your value proposition is figuring out who your ideal customer is; their wants, desires, pain points, etc. If you try to help the world, you’ll often end up with nobody knocking at your door. But by creating an avatar, or an imaginary customer, you’ll know exactly who you’re selling to.
For example, Andrew’s business focuses primarily on teaching music to kids, so they turn away a lot of adults who want to take classes.
How to go About Writing Your own Value Proposition
Once you figure out who your customer is and what they want, get down to business writing. Remember, you only have a few seconds to capture someone’s attention once they get to your website. Your potential client has to understand what your business does and why they should hire you instead of the countless other businesses out there.
Keep in mind that a value proposition is not a slogan, a motto, or a tag-line.
For some guidance, look at this infographic from Quicksprout, which may help you with your brainstorming.
A value proposition usually has several parts:
- A headline
- A sub-headline
- A few bullet points
- An image
If you like worksheets, there’s a handy one from Marketing Experiments you can access here.
Putting it Into Practice
Running your own business isn’t easy, and part of creating a good value proposition is knowing yourself, how you operate, and what you have to offer. Believing in yourself and your skills is key.
About Andrew Ingkavet
Andrew Ingkavet is CEO/Founder of Park Slope Music Lessons and theMusicolor Method and passionate about the life skills developed through music education. He was one of the first VJs for MTV-Asia and also created 300 Monks, a music licensing company. He is current President of the Park Slope chapter of the Soloists Collective.