When it comes to Marketing, Value can be defined as the net difference between what your customer perceives the benefits of your products or services bring to the table and costs incurred by him/her to avail the benefits. Note that Value delivered is not absolute but is always relative, relative with respect to what your competition provides.
How important is value?
The Value that you deliver is different to different individuals and is very personal to them. By establishing a common and personal connection with your customers by delivering messages that are emotionally intriguing enough to elate their emotional quotient with you is a powerful tool in messaging. Your offerings come next, first, it’s about you.
Product features, facts, and figures can only reinforce your idea of the value you have thought you have delivered, not actually what has been perceived by your customers. This is probably because, in the age of vagueness and false promises, it is imperative to put extra effort into pursuing your audience.
What makes your messaging Value-oriented?
Here are the 4 ingredients that your messaging to your prospects should have, irrespective of the channel of marketing to enhance your perceived value. Better the perceived value, higher the actions your website visitors take, leading to higher conversions:
- Problem – Without any kind of hesitation, list down all the problems that your audience face and how it is threatening to cause an imbalance in their lives.
- Solution – Solution is all about offering a helping hand and building hope with your audience. Motivate them that the problem is not eternal and a solution exists; exist with you.
- Value – Value as we have defined- it’s the difference of your offering’s perceived value against what they have to spend in terms of money, time, effort and others that are usually undefinable. Define clearly, how you, your solution and your audience can together defeat their problems.
- Action – Give a sense of how near your audience is in leading a better life. Make it easier for them to take actions, be truthful and build trust.