Folgers "Good to the last drop", Campbell's Soup "Mmmm mmmm good", CNN "News around the world". Want some without the company? Choosy moms choose ______(1), Maybe it's _______(2), Built ______(3) tough.

These "slogans" are powerful, tied to a brand, recognizable as tied to a specific brand, bring to the top of mind the brands they are associated with when used stand alone, and very valuable to the companies they describe. While the stories vary about how these phrases came to be the results of their impact on the community at large is undeniable. These phrases sell.

King of Beers

Not every brand can be king. Likewise not every real estate agent can be #1 in their market. Well, actually maybe they can. Hard to find an agent who isn't #1 - but I digress. Buyers and sellers know this, too. They figured out the Million Dollar Club, they got too smart for the "Number 1 Agent in Poopadooba City" and they aren't buying "it's a great time to buy". The question we want to answer today is "what can I say to give me the best opportunity to do my job?"

There's a formula

One of the lamest and least effective value propositions is "100% satisfaction guaranteed". It says nothing about what the product or service is or does, does not mention the brand, is wildly misunderstood, and leads to almost certain trouble. There are a few mortgage companies, for example, who offer "Guaranteed XX day closings". The V factor is completely lost without a litany of disclaimers. Countrywide blew it for everyone with their "No closing costs" promises and "Number 1 agent in ________" has no little or value to the seller or buyer unless it truly is the agent with the most closings and least complaints.

Want to improve your likelihood of success?

Think about what you do. What is your niche? In which small pond are you the biggest fish and what is the end result of you being the biggest fish in that pond where you customers are concerned? For example is it not more important to have the most sales than to have the most listings? Be accurate and succinct in your statement of value.

Most people I interview truly think they have a marketing strategy. Generally what they have is a marketing abstract. Marketing stratagem may be complex or simple but they are not a strategy until they have an assessment, a plan and scheduled execution finished with measurable results.

One of the most important aspects of your value proposition (aka Walmart "Everday low prices") is to be able to provide evidence you can always do what you say. "XX day closings" isn't a value when followed by a list of a dozen fine print, conditional statements. Walmart can't say "Everyday low prices" then add "if you have at least $1000 in your pocket, while wearing a red tennis shoe and hopping on one leg". They *could* say that but the value would be lost. Same goes for "Number one agent in Poobalooba County".

How to get direction on your Value Proposition

Do a little brain storming. Preferably surround yourself with people who know poop when they smell it. You're never going to as critical as your customers who don't care whether you eat caviar or soda-crackers. You may forgive yourself for a little inequity - the public will not. Make sure you ask the hard questions and answer them accurately. When you finish you should be able to rattle off your VP in 10 seconds or less.

Determine your niche. What do you do very well? Don't give any attention to whether or not anyone else does it or if you do it better. Just write down at least 3 things you do well.

Question your buyers motives. Would they choose you because your price is better or because your service is exemplary? Write that down.

Who would need your services? Do you specialize in beach or mountain home? Large condominium units in high-rise towers? Do not choose something you *want* to specialize in, choose things you actually have real experience in doing.

Now create a mashup for each set of keywords. In other words use only your results and make some phrases. Steam on them a while and then hold a survey with the people you know will be the most honest. If you said you are a short-sale specialist an you've maybe read a blog post about them and closed one deal where you were the buyer's agent - you're not SS specialist. Pick something REAL because people can smell the other from a hundred pages away.

Have fun with it and let us know what your VP is. Seriously - "We Want To Know" lol.