What are you offering your customers? Is it value? Stop. Think again.
Whether you are creating a marketing campaign for a major company or just trying to sell some information products off your blog, it’s too tempting to reach for the easy offer – ‘value.’
But it’s worth remembering the words of wisdom from Harry Beckwith in his outstanding book on marketing Selling the Invisible: A Field Guide to Modern Marketing.
If you’re in any way involved in marketing or running a business, no matter how big or small, it’s a book that should be on your shelf. (And ideally you ought to take the time to read it as well….:))
I’ll be dipping into it now and then on this site for insight. But for now, consider this:
If your primary selling position is good value, you have no position.
Value is not a competitive position. Value is what every service promises, implicitly or explicitly. It is fundamental to survival.
If good value is the first thing you communicate, you won’t be effective.
If good value is your best position, improve your service.
You could be charging $1 or $1,000 dollars for what you do. Either way, the clients and customers expect good value. It’s a given. You have to offer something more.