What Does Value Mean to Customers?

You hear me say it, you hear other strategists say it... what is value?

"You need to give value to your target customer."

"Lead with value."

"Provide content of value."

What does that mean?

Value means something held in importance, something beneficial, something of worth. It is subjective. What does your target customer deem important to them? What is that you do or provide that helps make you THE ONE?

I've been with my hair stylist for about 10 years. She's moved her salon a few times and each time, it's farther from my home. I don't care because:

1. she knows how to cut Asian hair (my hair)
2. she's Asian American - I have tried many non-Asian hair stylists in my lifetime and no, I'm never going back (one person told me my hair was like straw)
3. she's a second generation hair stylist
4. she is an expert in color
5. she's not pushy trying to sell different services
6. she knows I'm lazy AF and will take in consideration that I won't see her for another 5-6 months
7. she is affordable (she's in the average range in Los Angeles)
8. she's personable and we click
9. I don't want to find another hair stylist

Those are reasons why I, the customer, value her and her expertise.

In your case, as a small business owner, think about it this way and how your customers may see value:

???? Capabilities - what she does/service --> SPECIALIZED

• She can cut Asian hair really well
• She is an expert in color

???? Features - what is it about her that shows off her capabilities --> EXPERT, ALWAYS LEARNING

• She goes back to classes to learn new techniques and trends
• She's been cutting hair for decades

???? Benefits - what is the outcome --> TIME

• She has someone help with arranging appointments - saves both of us time
• Being a longtime customer, she knows my hair, how it waves on one side
• I save time by not having to explain my hair history to a new person
• I know the procedure and what to expect every time I sit in the chair

So my values are that she is specialized, she's an expert, she's always learning, and she saves me time. She takes away my stress of figuring out hairstyles, color, how short I should go and so on.

If I represented the bulk of her target customers, how would you market her business?

Not all values are weighted equally. For me, TIME is most important at the moment. For others, it could be her specialty - working with color. There's also the seasonality factor. Some people go darker in the fall, lighter in the summer. Some people need a reason to make a long drive to her salon - have you seen the price of gas?!

FLIP IT. Back to your business.

We have to think about: what your customers value, where they're at, and where to meet them.

How would you define value for your customers?

Once you figure out what your target customers value and how you meet them, it makes creating content and planning your communications simpler.

BITS & PIECES

• This is cuckoo bananas and?I read the entire article about a guy who wants to build an IHOP?on land that might have dead soldiers from the Revolutionary War. And the people who are fighting him. Pew pew.????
• Did you know?Amy Poehler?is on TikTok? ??
• Trung Pham does a deep dive on?Taylor Swift's ERAS Tour and all the moneyyyy
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TEACHING NEWS

? I'm teaching a content creation two-part workshop for the?Entertainment Community Fund?on July 28 and August 11. It's two Fridays because we've got to hit some basics and then run straight into practical. Learn more here & register.

I'm especially honored to have this teaching opportunity because my family is a production family. We, too, are affected by the Writers' strike (and soon the SAG strike). And I get to help through being a trainer with the ECF (formerly known as the Actors Fund).

??I have a free Digital Marketing Nuts & Bolts recorded workshop for anyone who wants to get their basics down. It's short, digestible, and doable.

No holds barred: You are expendable at work. You are not expendable at home. Your family needs you. They will miss you if you're gone. Take the vacation. Bank those core memories.

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