CXL Review: The Most Important Skill Every Growth Marketer Should Have
This is my sixth week of learning at the CXL Institute on the CXL Growth Marketing minidegree program. In this review, I am going to share one most important skill every growth marketer should have.
This important skill is kind of invisible, but no matter what a marketer does, it is showing up everywhere. Can you guess what is it?
Let me give more hints, just a little bit. This important skill is not about technical tools like mastering Excel spreadsheet or Google Analytics. It is more about the brain work (I am not disregarding the brain work involved in using these technical tools, but this skill is not about that).
Maybe one more hint. This skill is manifested implicitly when our marketing materials are being displayed in front of consumers, but this skill is mentioned more explicitly when teams are having internal meetings, especially in the planning stage. Yet, sometimes, this skill also has other forms and names and are shown in pitch decks and presentation.
It is value proposition.
Value Proposition
I am certain every marketer will have his/her own opinion towards marketing. I personally see value proposition the most important skill of every growth marketer.
Value proposition shows the single one reason why consumers convert and choose your service. There is a reason why consumers follow you on Instagram and check your latest reel. There is a reason why your email title has an appeal that brings your team leads. Value proposition is usually not directly shared but it forms the solid foundation for all subsequent actions.
We can understand the mechanism of every single channel and keep ourselves up-to-date on all the latest feature updates, yet, in front of the other hand of the screen is a human being. Therefore, I always think finding the right approach to communicate and interact with the target audience is the most important. A startup understanding value proposition well can still do brilliant organic marketing without inputs onto ads.
The magic lies in translating value proposition into our copy and actions.
Sounds obvious and simple, right? Reality shows it can be challenging, and I guess many marketers will nod at this.
My Secret Wish for This Program
I see the benefits of teaching branding and value proposition as a standalone course. These are the elements that shape a company’s communication in a consistent manner. The fine line between marketing and sales gets a bit blurry, but both teams rely on these discerning elements to communicate with users.
I have probably never shared the program structure. Here is the seven modules and one exam for the Growth Marketing minidegree program:
- Growth marketing foundations
- Running growth experiments
- Data and analytics
- Conversion
- Channel-specific growth skills
- Growth program management
- Management
- Final exam — growth marketing
There is no one single course in this minidegree dedicated to value propostion. Yet, from Google Ads to marketing strategy to SEO-driven editorial calendar, quite many instructors have actually mentioned the importance of creating appropriate content for the users, Appropriate here means after discerning the needs of your consumers. From browsing around, I do not see this topic being taught in other minidegree programs either.
Do not get me wrong! The CXL Growth Marketing minidegree has a very good structure, both in breadth and depth of learning content. As a learner and a marketing professional, all these modules still open my eyes and prompt me to reflect a lot, especially the course has a strong focus on user-research and qualitative research (a still very underrated realm), these are the methods to find out value propositions!
When I start to think where branding and value proposition could go. I notice Marketing strategy in public relations by Ray Young is punt under Module 5 — Channel-specific growth skills, and on the other hand, marketing strategy by Lindsey Christensen is put under Module 7 — Management.
Of course, marketing strategy is usually provided by senior or management level so if there is a course on value proposition, putting it under Module 7 — Management makes sense. Then it will be the management’s task to communicate clearly what makes their company tick internally. Given the importance of mastering the tone of voice and approaching consumers in an appealing way, tasks which are not done by non-management staff members, putting a value proposition course into Module 1 — Growth marketing foundations will also make sense.
Okay, this wish is no longer a secret :).
CXL Webinar — Not to be Missed
One of the perks of enrolling to a CXL minidegree program is having access to courses and webinars. Since I have already been on the learning journey, why not more? Bring it on!
In the beginning of April, which was also the very beginning of my CXL journey, I was lucky to participate a very insightful webinar hosted by the famous founder of podcast Everyone Hates Marketer, Louis Grenier, The webinar title “Get the clarity you need to radically stand out” (now, even better, shortened to Stand Out) basically screamed value proposition. It was actually a live hot seat session, where Louis offered advice and guidance instantly after hearing some pain points or experiences from the audience.
Despite the copy on Louis’ website, he is definitely not like the host from Hell’s Kitchen (no worries). No screaming at all. He is able to deliver advice in a really calm and direct manner.
Final Thoughts
Hopefully, a lesson on value proposition will be included into the minidegree program in the future. Hopefully this lesson will be taught by Louis Grenier! I will stay tuned and see what CXL will come up with. :D
Previous Reviews
You can find my previous reviews here. These stories are my learning journeys and contemplation upon marketing:
(Week 1) CXL Growth Marketing Minidegree Review 2021: How a Marketer Can Grow
(Week 2) CXL Minidegree Review: The Future of Digital Marketing
(Week 3) CXL Minidegree Revew: Demysting Growth Hacking
(Week 4) CXL Minidegree Review: The Fundamental Questions for Every Marketer
(Week 5) CXL Minidegree Review: The Underrated Skills Every Growth Marketer Needs
