By Jonathan Saatchi, managing director at MC2
It’s trite to say these days but the macro environment businesses are operating in is changing fast. Communicating the value of what you do – whether you’re a consumer brand or a professional services company – is more important than ever.
In the world of marketing communications traditional marcomms services that were once seen as unique differentiators in themselves are becoming more and more commoditised. To stand out you need more than to just list your capabilities – instead we must build propositions around real customer needs.
At MC2 we specialise in supporting high growth businesses and have built a customer centric proposition for ourselves. But this principle applies to everyone. Whether your clients are start ups, large enterprises or mission driven organisations your proposition should match their ambitions, speak to their concerns and help them achieve their goals..
Step one: who is your ideal client
Before you build your proposition you need to define your ideal customer type. Without clarity around who you’re targeting your messaging will be too broad. You’ll be all things to all people and your offer won’t resonate with the people that matter. Gaining insight into the customer’s preferences and values is key to understanding what drives their decisions and for building lasting relationships.
Defining your ideal client allows you to shape your offer around their unique challenges, ambitions, pain points and customer needs and values. You move from being generic to being a creator of value.
A service centric approach is risky
Too many businesses fall into the trap of positioning themselves around what they do rather than why it matters to their clients. Listing services – whether it’s PR, digital marketing or brand strategy – is no longer enough.
If a potential prospect doesn’t have an urgent need for these services they won’t be interested. Whereas if you can frame your offer around client need and how you can make an impact you are always going to be relevant.
A client centric proposition
The principle here is simple: agencies should build their proposition around their clients’ needs, not just their own capabilities..
No matter your focus, ask yourself:
- What pressures, ambitions and challenges define your clients’ world?
- How do your services directly address their biggest concerns?
- Are you speaking their language or just listing your offerings?
For MC2 this means talking to high growth businesses about the unique challenges they face. Our proposition is built around three areas:
- Building and maximising value: positioning companies to secure investment at the highest possible multiple from the right investors
- Creating the conditions to drive sales: creating go-to-market strategies and communicating their proposition externally to help drive top line growth
- Developing magnetic employer brands: defining their employer value proposition to attract and retain the best talent,
Demonstrating value
To shift from a service focused to a client centric model consider these approaches:
- Frame your offering in terms of outcomes
Instead of saying, “We provide PR,” say, “We help high growth businesses secure investment and drive top line growth through strategic communications.” The difference is showing impact not just listing services - Speak to the unique needs of your clients
For MC2 that means addressing how our expertise supports ambitious, fast growing companies. For others it could mean focusing on sustainability driven businesses, challenger brands or legacy companies undergoing transformation. The key is to tailor your messaging to the aspirations of your clients - Show proof of success
Case studies, testimonials and real world examples of how you’ve helped clients overcome challenges will make your proposition more compelling. This will reinforce credibility and show value in action.
Differentiating in a fast changing world
Whatever industry you’re in your proposition should be built around the your clients’ real world challenges. The businesses that adopt this approach will stand out in a crowded market that’s becoming increasingly commoditised and automated.
Across the IPREX network, our partners are united by a shared commitment to helping clients craft propositions that are truly client-centric and outcome-focused. Whether you’re navigating growth, transformation, or disruption, the right communications strategy can make all the difference. If you’re ready to rethink how your brand connects with the people who matter most, get in touch with IPREX – our global network of independent agencies is here to help you stand out and succeed.
