Your narrative is the most important element of your personal brand or online business. It dictates what you say, how you say it, and to whom you say it. It’s devised to offer value to your audience and aid in growth (whether that means eyeballs or revenue). It’s basically your brand’s lifeblood.
But you can’t build your narrative until you’ve identified your personal value proposition (PVP).
Value propositions (value props, for the corporate bros), are the foundations of your narrative. In the corporate world, they define the value an organization’s products and services bring to its markets. For us solopreneurs and thought leaders, the PVP is no different.
In the coming weeks, we’ll get to the narrative. First, we need to begin with your value proposition. Here is a five*-step process to identify and document your PVP:
- Get crystal clear on your target audience. Your PVP relies on a market or persona to bring value to. Begin by establishing and committing to your target audience and the key personas within.
- Identify and document your strengths. What do you do as well as everyone else in your space? In what areas can you promise impact on your market? What is the experience and expertise you offer to the market?
- Identify and document your differentiators. What do you do better or differently than everyone else in your space? What unique tactics can you employ? What unique or game-changing insights can you offer? These are your differentiators and should be prioritized against your other value props when positioning.
- Align your strengths and differentiators to your target audience. Put it all together by writing exactly what your strengths and differentiators do for your target market. More on this in coming weeks but, pro tip: be concise.
- Add proof. Include the how and why. Be sure to explain and showcase examples of the value and differentiation you can offer. This can include the revenue or growth numbers you’ve earned or helped clients earn, projects you’ve managed, your individual skillsets, certifications, and competencies, or anything else that proves you’ve done what you’re saying you can.
- *Bonus: Edit it down. As much as possible. When it comes to writing about ourselves and, ahem, the value we bring to the world, it’s quite easy to get wordy. Do your best to write with clarity and brevity. Use fewer words.
In the coming weeks, we’ll explore examples of value props and how they evolve into messaging as part of a narrative. For now, take time to think about and document your PVP.
Have questions?
I’d love to help. When you’re done, share them here!
