How to Stand Out in a World Gone Good

Everybody wants to save the world.

And that’s great for the world. For marketers? Not so much. 

In the tech for good space, everyone has something in common – the clue’s in the name. 

Ten years ago, a start-up with a purpose would have stood out like a giraffe at a penguin exhibit. Today, it’s a different story. From planet-positive platforms to cutting-edge EdTech, entrepreneurs and innovators are working tirelessly to make the world a better place. 

It’s so encouraging to see, and we’re proud to help clients in this space get their message out and make a difference. Of course, with more competition comes a greater need to nail down your value proposition. After all, your brand is a leader – not a follower. It’s time to let the world know.

Here are our top tips for carving out your niche and getting noticed in an increasingly crowded market.

Be specific

It all started with an idea. A problem close to home inspired a product, and – with a little (a lot) of help from some talented designers and developers – the idea became a reality. Excitement was building. Conversations were evolving, sparks were flying: 

“Can you imagine the impact it could have?”

“This could really help people.”

“This has the potential to be huge.”

“Now, all we need to do,” said a passionate founder, “is market the hell out of it and make this happen. So, let’s lead with our truth: our product is good for the planet.” 

Yeah, you’re going to have to be more specific. A value proposition should be unique to your brand; it should plant a flag in a particular patch of land and say something different. Don’t be afraid to niche down and narrow your audience. Remember, even the biggest tech brands didn’t start out as mass-market crowd-pleasers. 

A distinct value proposition speaks directly to the needs and ambitions of your target audience. By understanding their pain points and offering a solution, you increase the relevance of your message and make it more likely they’ll be interested in what you have to offer.

Be clear and concise

Your value proposition should be easy to understand and communicate. Metaphors may be suitable for creative writing, but they have no place here. Plus, using technical jargon or complex language will only appeal to experts rather than first-time visitors. 

In most instances, potential customers aren’t interested in the inner workings of your business, but rather how it can benefit them. A useful way to determine if your value proposition is easily understandable is to present it to someone like your grandma. If she can grasp the concept of your website in a matter of seconds, then you’re on the right track.

Be authentic

Younger audiences are generally more discerning: they know when a brand is genuinely purpose-driven and can easily detect when it’s using marketing tactics to appear more “good” than they are. In other words, they’re wise to the BS. 

Unsurprisingly, they’re more likely to support brands that are transparent, authentic and take concrete actions to achieve their purpose. 

That means the onus is on you to build trust by hammering home your cause, leading with benefits first and backing up your claims with evidence. Case studies, testimonials and statistics are all useful in demonstrating your credibility and commitment to your mission, values and ethics.

Stay true to your purpose and, most importantly, don’t be tempted to jump on to bandwagons just because you see other brands getting traction with easy wins. You started this business for a reason – don’t stray from it. 

Be ready to tweak and refine

We get it. After a myriad of meetings and endless iterations to your messaging strategy (messaging_strategy_final_V6_trackedchanges_BH_FINAL.pdf – we see you), restarting the process sounds like your own personal hell. 

But hear us out: you’ll only know how well your value proposition lands once you’ve launched it. Plus, if you’ve done your research and communicated your benefits clearly, there’s a good chance you won’t have to change too much.

Still, it’s important to test your value proposition with your target audience and gather feedback. From here, you can continuously refine it until you find the messaging that resonates with your audience and drives conversions.

In this era of rapid innovation, knowing how to position your company properly is paramount to its success. Shouting louder will do nothing if your message means nothing. So, before you bust out the soapbox and megaphone, take some time to think about what makes your brand brilliant. Just because there’s more competition, doesn’t mean you haven’t got a ground-breaking bit of tech to share with the world. 

But if you want to make an impact, your messaging has to mean business.

Ready to stand out? Let’s chat.