Zig When They Zag

Zig When They Zag is a podcast that encourages a growth mindset for business leaders. Hosts Jessica Scanlon and Kevin Ring discuss leadership, marketing, and sales topics that help small and middle-market businesses scale. Each episode equips listeners with new resources to help businesses move forward when they feel stagnant. Jessica Scanlon is the founder and CEO of Hot Dog Marketing, a marketing agency in Austin, TX that has served hundreds of growing service businesses in the last eight years. Jessica and her co-host Kevin, Hot Dog Marketing's Director of Strategy, interview each other and discuss topics that CEOs, Founders, and Operational leaders at organizations trying to achieve their next phase growth will find interesting, thoughtful, and inspiring.

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Zig When They Zag

Zig When They Zag - Episode 17: What is Brand? Part 2: Value Proposition

November 27, 2020 • Jessica Scanlon and Kevin Ring • Season 1 • Episode 17

What is a Brand?: Value Proposition

What do customers value from your company?

In this episode, Jessica Scanlon and Kevin Ring talk about the value proposition aspect of a company's brand. The value proposition is what the customer needs to be done and what your company does.

A value proposition is not just meeting the needs of the customer, it's creating an experience.

Knowing where you can deliver the most value helps you craft a marketing message that communicates that to your audience.

Bridging the Communication Gap

Kevin says marketing messaging is like taking care of household chores when living with someone else. We've all experienced where one person's definition of a chore being completed differs from the other person's.

In business, owners may think they know and understand what the customer wants and values, but their audience interprets their messaging or value proposition differently.

How to Know When Your Value Proposition Messaging is Off:

Your sales team has to spend much time explaining your product or services to leads.
Incoming leads aren't qualified
Too many leads are turning away because they're initial understanding of your product or service was misaligned

Get to Know Your Customer

This can be difficult because customers will likely hold a bias when communicating directly with you. Bring in a third party to conduct surveys and interviews that provide genuine, helpful feedback.

Bottom Line: Know What You Do For Your Customer

Instead of guessing and testing, smart marketing homes in on your specific audience with a compelling, specific message based on customer feedback.

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Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.

To work with us, visit www.hotdogmarketing.net