You can be on Entrepreneur’s cover!

Why Startups Must Tirelessly Communicate Their Value Proposition If you run a new business, make sure customers understand what makes you unique.

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Emmanuel Faure | Getty Images

Most business owners love what they do. Unfortunately, much of the world doesn't necessarily care, as reflected in the high failure rate among startups. Unless entrepreneurs convince people that what they're selling is absolutely special, consumers will simply choose alternatives that are more widely available. Entrepreneurs, therefore, must reiterate their company's value proposition, i.e. a feature or attribute that makes a product or service appealing to customers.

Secondly, people's attention spans have become extremely monetizable, especially online. More than half of business professionals said a great story captures their focus and keeps them engaged, according to Prezi's 2018 "State of Attention" report. And 33 percent of respondents said that visual stimulation is critical to maintaining their attention. And that mind share should be converted to revenue.

Startups that capture interest are in the best position to convert audiences into buyers. On social media, business websites and distribution sites (e.g. Amazon), the user journey must be seamless and compelling. The engagement rate is more than three times higher for omnichannel — a retail strategy that integrates different shopping methods available to consumers — versus single channel, according to ClickZ, a resource website for marketing leaders. Customer retention is also 90 percent higher for omnichannel.

Related: How to Develeop a Winning Value Proposition (Infographic)

Entrepreneurs also act with urgency to achieve important milestones, but it's actually small communication details that steer consumers to their shop. The outsized power of Google search and mobile search make marketing fluency a critical skill.

Ten percent of U.S. retail sales come from ecommerce and 79 percent of customers order via mobile, according to a 2018 study by OuterBox, a digital agency. Entrepreneurs should adapt their content for small mobile screens. And with search results, concise and actionable info should lead to some type of conversion, whether subscribing to emails, signing up for notifications or checking out with a shopping cart.

A kitchen appliance won't sell on Amazon if it's described just like any other device, lacking the uniqueness and special features that compel audiences to tap "buy" and checkout. Business owners must out-promote and out-hustle, which means snagging eyeballs and increasing conversion rates. Experts say that websites should capture a person's attention within the first 10-15 seconds to keep them engaged, and also that people only read 28 percent of words on a typical web page. So here are a couple of ways to make your message compelling, sexy and actionable.

Capitalize on Micro-Moments

Seek, and ye shall find. Small tasks may seem insignificant during a busy day, but they've become crucial micro-moments for brands, per Think With Google. A micro-moment is when a potential customer grabs a smartphone to compare prices, search for nearby restaurants, find a local CPA or attorney, etc. According to Google, 91 percent of people interrupt a task to use mobile and research information, while 82 percent consult a phone at a store while deciding in real time what to buy.

Search and mobile traffic are important for establishments that have a digital presence. Startups can capture sales by giving actionable messages in real time by understanding exactly what motivates user queries and by answering exactly what they're asking. Businesses should therefore create content that gives customers the info they seek in those precious micro-moments during which you command their attention. In the case of No Limit Creatives, for example, the firm uses keywords like "unlimited graphics and videos" and "perfect design solution" to attract clients who are searching in real time for top-notch designs.

"We constantly update our website so that potential clients always have access to information they need to make the right decision," explained founder Jeff Minnichbach during a recent email exchange. "Great content is our gateway for online conversions."

Related: How to Develop and Evaluate Your Startup's Value Proposition

Use Buzzwords and Unique Descriptions

Legendary coach John Wooden told his basketball players to "think without confusion clearly." America's hyper-competitive marketplace is flooded with copycat goods. Worse, their similar descriptions look identical to impatient buyers who think they're all the same, indistinguishable product. So, too, has content marketing become a copycat world; it's overrun with stolen words, as marketers unapologetically plagiarize the vocabularies of goods with high conversions.

For entrepreneurs, marketing fluency no longer means properly defining your merchandise or service on product labels or websites. Crowded phrases and confusing jargon could make your product indistinguishable from competitors. Business owners must go above and beyond to promote a better mousetrap. Use buzzwords that imply your offering is more optimized than what's out there. Such eye-snagging terms include "unlimited," "perfect," "guaranteed" and phrases like "over 100,000 satisfied customers" or "two decades of delivering pizza awesomeness."

Another approach is to use unique words that describe hot trends. In the case of dGen, a market-intelligence nonprofit institute, marketers emphasize their team's cutting-edge research in decentralization, distributed ledgers, mobility and smart-city technologies that are at the forefront of exciting innovation. Such an approach generates buzz because early adopters and tech enthusiasts are curious about new advancements that will shape the world.

Ask, and it shall be given. When it comes to the scope of their business, all entrepreneurs need to make this happen.

Lucas Miller

Entrepreneur Leadership Network® Contributor

Founder of Echelon Copy LLC

Lucas Miller is the founder and CEO of Echelon Copy LLC, a media relations agency based in Provo, Utah that helps brands improve visibility, enhance reputation and generate leads through authentic storytelling.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Side Hustle

He Took His Side Hustle Full-Time After Being Laid Off From Meta in 2023 — Now He Earns About $200,000 a Year: 'Sweet, Sweet Irony'

When Scott Goodfriend moved from Los Angeles to New York City, he became "obsessed" with the city's culinary offerings — and saw a business opportunity.

Personal Finance

How to Get a Lifetime of Investing Experience in Only One Year

Plus, how day traders can learn a lesson from pilots.

Branding

94% of Customers Say a Bad Review Made Them Avoid Buying From a Brand. Try These 4 Techniques to Protect Your Brand Reputation.

Maintaining a good reputation is key for any business today. With so many people's lives and shopping happening online, what is said about a company on the internet can greatly influence its success.

Travel

Save on Business Travel with Matt's Flight's Premium, Only $80 for Life

This premium plan features customized flight deal alerts and one-on-one planning with Matt himself.

Science & Technology

Here's One Reason Urban Transportation Won't Look the Same in a Decade

Micro-EVs may very well be the future of city driving. Here's why, and how investors can get ahead of it.

Marketing

I Got Over 225,000 Views in Just 3 Months With Short-Form Video — Here's Why It's the New Era of Marketing

Thanks to our new short-form video content strategy, we've amassed over 225,000 video views in just three months. Learn how to increase brand awareness through short-form video content.