How Do You Add Value?

It is not even noon today and I have had the same conversation with at least six different clients. . .

"How do you REALLY solve the problems that your clients have and how do you help them add value to their clients?"

Of the six, one had an answer that almost satisfied, but the most of them met me with silence.

We, as companies and brands, are so enamored with our own ingenuity and the product offering, service or widget that we have created, that we have forgotten to ask the all important question. . . "why should someone care?"

If you look at the majority of the websites out there, the WHY is not clearly laid out, in plain English, so that those people who you wish to influence understand your value to them, want to listen to what you have to say and are compelled to engage.

We need to step back from the act of marketing and take the time to build the strategy behind it.

We need to take the time to understand what our brand is really about and who we actually serve. The brand is not about the colour scheme or the avatar, it is about who we are, what we believe, what value we provide and to whom. Once that has been figured out, and only then, can we work to develop marketing strategies that are on brand and on point.

It is about consistently telling the right story in the right way to people who have the need to engage with you and the funds to do so. Telling the story to those who will never be able to afford your offering, or to those who do not have a problem you can solve for them, is time, money and effort wasted. However, that is what most companies and brands do. They feel that they need to approach everyone and do so in the same way. This shotgun approach leads to you flooding your marketplace with unqualified buyers who do not understand your value to them and therefore you are perceived as just another commodity that will only be valuable to them. . . if the price is right.

STOP BEING COMMODITIES. . . INSTEAD, BECOME A BRAND WORTH LOVING!