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Good value isn’t enough

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.

He continues:

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.

Comments on this entry are closed.

  • spencer November 21, 2007, 2:41 am

    Value. I feel that this term has been pushed heavily in the past 5 years or so.
    Another crap way to label something? Solution. Oh god, I want to throw up. EVERY SINGLE WEBSITE I see of networking products positions themselves as providing a “solution”.
    This really irks me but I don’t know what to do to try and make my writing differ from the others…

  • Simon November 21, 2007, 9:29 am

    Spencer, I totally agree. I hate the word ‘solution’ too. It’s one of the most overused words around, especially in IT.
    The problem IT writers have is that they can’t use terms like ‘system’ and ‘application’ in vague ways, because those words mean something specific (within IT. I’m thinking we need a campaign to reclaim the word ‘system’).
    There is one thing even worse than ‘solutions’ everywhere you look, and that is: ‘total solutions.’ Ugh.