Got a product or service to sell? Then your company has value beyond the sale. Innovative companies communicate this value, directly and indirectly, every time they send a direct mail piece, blast an email, or design packaging for their products. How do they do that? It starts with creating a value proposition.

1. Create a value proposition.

A value proposition is what your company promises to deliver should people choose to buy your product. Ideally, it is something distinctive to you.

Let’s say you are a boutique furniture store selling pieces crafted from reclaimed wood, metal, or architectural salvage. Your value proposition might be: “We offer unique pieces that fit your style while reducing the burden on our landfills.” Your customers could buy furniture anywhere. By communicating your value proposition, you are explaining why they should come to you. This concept applies to any market. If you’re a plumber, your value proposition might be, “We show up within a 15-minute window—or your money back.” If you’re a dental office, it might be, “We are the friendliest dental practice in town.”

2. Fulfill on that promise—every time.

Once you communicate your value proposition, fulfill it every time. Fill your dental office with happy, colorful wall stickers and train your staff to serve with a smile, even when they’re having a terrible day. Always have a backup plan in case a plumbing job runs long. By ensuring consistency between your marketing message and your customers’ experience, you create a sense of trust and loyalty. In a world filled with uncertainty, that has value far beyond the products and services themselves.

3. Speak to customers based on that value proposition.

Reinforce that value in your marketing images and messaging. “By purchasing from us, you have helped to keep 3,000 pounds of scrap wood, metal, and glass out of the landfill.” Create brochures with images of children with dazzling smiles and parent testimonials about the helpfulness of your dental staff. On your direct mail pieces, add online reviews about the promptness of your plumbing service. By communicating a value proposition and creating consistency between that value and your customer experiences, you develop loyal customers who trust you—and who keep coming back.