A value proposition is one of the most important elements in your brand message. According to wordstream.com, a value proposition tells prospects why they should do business with you rather than your competitors and makes the benefits of your products or services crystal clear from the onset.
In other words, a unique value proposition is what makes you stand out against a myriad of competitors. It also lets customers know exactly what to expect from your brand when they choose to do business with you.
Much like your brand, your podcast should have a unique value proposition as well. This will relay the message to listeners exactly what your show is about, the value it offers, and why it stands out against the competition. Captured in a brief, succinct fashion, your value proposition will tell your listeners what they’ll accomplish when they listen to your show.
There are a lot of podcasts for people to choose from. So you have to make yours stand out by determining what makes it unique.
The first step is researching other podcasts in your niche and discovering what they’re doing well…as well as what they’re missing the mark on. There could be some potential for you to improve upon an existing podcast by adding your own personality combined with an element your audience, as well as audience members found within the niche, are looking for.
From here, determine who your ideal listener is. That’s who your value proposition is speaking to. Not in a salesy way, but in a manner that let’s the listener know they’ve found the podcast that’s going to entertain them, educate them, and provide a solution to their problems.
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To build your proposition:
- Identify the problem your ideal listener is faced with
- Reveal why you’re the one to help them solve said problem
- Why is YOUR advice the one they need to take (what makes it credible? What makes it unique?)
- How can they take action with the resolutions you provide?
If you own a brand or work for a brand, you’re already doing this! You have a product or service, you offer it because people need it, your work stands out because of some type of unique value you’ve added to it, and the results of your work give your customers satisfaction.
Simply apply that same logic to your podcast’s value proposition. How can customers achieve similar satisfaction listening to your podcast? How can they learn more about what you do and establish a level of trust with you and your brand so they take the next step in the process, whether that’s calling to book a consultation, coming to eat at your restaurant, coming to your store to buy a specific product, or visiting your website to learn more about you?
Going back to our friends at Wordstream, the #1 Best Value Proposition in their rankings was Uber. Uber’s Unique Value Proposition reads: Tap the app, get a ride. Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.
In one brief statement, Uber points out why their service is better than a taxi and why their service will solve the problem of getting a ride easily and conveniently.
Build your podcast value proposition the same way. Make it clear, show your value, show why your unique, and help your ideal listener understand why your podcast is everything they’ve been looking for.
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I covered this in Episode 28 of Pod Theory. You can listen below and subscribe to the show wherever you listen to your favorite podcasts!
