“Strive not to be a success, but rather to be of value.” – Einstein
The technical term of value is the benefits a customer receives from buying your good or service. Here’s the hard part, folks: Value is in the eye of the beholder… so one person could hold your company value to a different standard than others. The question you should ask is who should value your value:
You have to establish a great value within yourself and what you do well. Without true value marketers can’t communicate benefits to the customer very well – at least, we hope not. A huge challenge to a marketer is to connect that true value to the customer.
One important thing to remember when you are marketing your value is to market with consumers – not to them. See the problem is marketers have to make sure that your consumer appreciates the value of your product/service. Marketers who understand that know that their company value will be more successful if they build relationships between the product/service and the consumer.
How do you go about creating a valued advantage over your competitors? Like we said, you first have to find the value in what you do really well. Second, you have to find value in what your competitors don’t have value in… say what?? Basically, you have to hold what you do to a standard that your consumers will acknowledge and therefore create brand equity in their minds – that is the value you hold over your competition.
Photo Credit: Unhindered by Talent