I just received this month’s issue of Marketing News. The front page headline reads:

“Austerity Marketing - In this new economy, marketers must spell out the value proposition of what they’re selling to urge suddenly conservative consumers to spend.”

It’s great advice - but it shouldn’t be limited to tough economic times. Great messaging is about being economical with words and concepts. With messaging, wastage kills. Like it says in the branding section,“Communications that are not aligned with consumer wants and needs are a complete waste of time, money and resource.”

So yes, by all means spell out your value proposition. Here’s how:

1. Understand what your consumer is buying. What is of value to them and how does that drive them emotionally?
2. Forget what you are selling. They are not buying your product, they are buying some benefit that it provides. Pinpoint the one element of your offering that can fill their emotional void.
3. Develop a strategy to address their needs. Matching your benefit to their need should lead you to a strategy that inherently has a value proposition. Now, develop a creative and compelling way to manifest or illustrate it.
4. Reach out Armed with a razor sharp message you’ll create value and minimize waste.

So, be austere in your messaging - today and everyday.