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Value-Based Marketing - What, How, and Why?

A value proposition statement is important for coaches and consultants because it clearly communicates the unique value and benefits that you can provide to your potential clients.

It's going to help your potential clients understand how your services can help them achieve their goals and how they will benefit from working with you.

Additionally, a well-crafted value proposition statement can help you differentiate yourself from other coaches and consultants in order to attract the right clients for your business. You end up being able to offer a clear understanding of how you solve your clients' pain points or meet their needs. 

Having a value proposition is key to aligning your marketing and sales efforts and creating a consistent message across all of your channels.

Your value proposition is most effective when it’s clear and singular.   

In marketing, a value proposition can work in several ways:

  1. Attracting new clients:
    A strong value proposition will help to attract new clients and customers by highlighting the unique benefits and value that you and your service offers. This is a clear and strong message that will be carried out through your marketing.
  2. Retaining current clients:
    Your value proposition can also help to retain current clients and customers by spotlighting the ongoing value and benefits that your service offers. This gets done through customer loyalty programs, regular communication, and other types of client engagement.
  3. Building brand awareness:
    Clearly, your value proposition is integral to building your brand awareness. When you communicate the benefits of working with you, it will naturally put you top-most in people's thoughts as they search for answers to their needs or the needs of others that they know. 
  4. Driving sales:
    Well, sales is really what this is all about, isn't it? That's business. So, when you clearly differentiate yourself, clearly define what the outcome is from working with you, of course, that leads to increased conversion rates and higher sales.

Why you need to start value proposition marketing

Your value marketing will give your marketing campaigns better structure and results. 

  • Focus your content strategy.
    You'll be better able to create and provide materials that support your claim. That way, you offer your prospects a path to figure out their own potential benefits or show them an experience they’ll want to claim for themselves.
  • Data, data, data . . . . Get and give better data.
    Value persuades people to buy. If your value-driven marketing content isn't paying off for you, then you'll need to take another look at how you communicate your message. 
  • It's all about's always about developing better leads.
    Who exactly will benefit the most from the value you offer? What exactly are they searching for online? You'll be able to create better customer personas and use these to build your pay-per-click ad campaigns.
  • Inspire value advocates  (Your amplifiers)
    Who'd talking about you? Humans simply love to pass on hot tips that others will appreciate. When you save someone money, feed them the best meal of their lives, or make life easier, you create your brand evangelist who is eager to spread the good news.

With value-based marketing, you gain clarity. You’ve distilled your pitch into something people can understand, evaluate, and repeat.

 (read this in-depth article to learn more about the actual types of value-based marketing)

 Michael Liebowitz tells us this: DIFFERENTIATION and RESONANCE are the results of answering two questions:

1. What is the main outcome I get from working with you?

2. Do you believe the same thing I do?

He says "Powerful messages resonate and break through when they connect to that one thing our audience finds meaningful.
Every business has that one powerful message that makes people say YES."  


Now you know why you need to use value-based marketing to present your service-based brand.

Your value-based marketing is basically, simply letting customers and clients know exactly what they’ll gain from doing business with you. When you focus on your message, you’ll be giving it strength and clarity. As you clarify your client avatars, you'll want to pay particular attention to their desires and motivations.
Ask yourself: What perceived outcome is most likely to influence them in your favor? Once you have the right focus, you’ll find it easier to articulate your specific value proposition. After that, it’s just a matter of getting the message out (that's marketing). You could shout it from the rooftops, but you’ll probably find it more effective to use top-notch digital marketing tools, like Google ads, social media, SMS text messaging, and email marketing.

Wondering where to get started in your step-by-step marketing to get the word out there?
Schedule your free initial consultation with me here. 

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Ultimately, a strong value proposition will drive customer acquisition and retention, increase sales, and build brand loyalty.


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