A clear, simple and meaningful value proposition is a decision-making shortcut.
Quick. From one to ten, what’s your score on the “busy scale”? Off the charts? Do you illegally speed through your day, hoping you don’t come to a screeching halt when you realized something critical you had to finish but didn’t?
What is it about your favorite website that makes you want to return to it time and time again? What is it about a dependable assistant or staff member that makes him/her your go-go person?
Decision making shortcuts.
Why do you choose an iPhone or Fed Ex for shipping, or Zappos for shoes? What is is about the company’s promise that tells you not to think twice about visiting their site or store?
Why you go back again and again to a product or service, or website, or yes, even your favorite professional association? Because you trust that they will deliver value every time you visit them.
A decision making shortcut lowers the risk that you’ll have to stop what you’re doing to handle a problem.
Now, put on your member hat for the rest of this article. What if your member…
- Knew without a second thought that anything related to the latest news and industry information was easy to find and prominent on your website or mobile app?
- Could call your office to get a quick and direct answer about a form or a list that they couldn’t put their hands on?
- Knew exactly what you provide for a borker’s new employees so they could mentally set that aside and go on to something else?
Shortcut their decision to join, or renew, or register. Lower your member’s risk that they’ll have to stop what they’re doing to deal with a problem.
A strong brand connects you with a decision making shortcut. Value propositions tell the member in words why your tools or service, or information, or events are the best quality, the most relevant; and they can trust you will deliver.
Resonate, Differentiate, and Substantiate your claim.
Your value proposition tells the member why they should choose your association over a competitor, or no association at all.