In accepting the apology yesterday of the congressman that called him a liar, President Obama added that most Americans want to see a more civil political discourse. Obama said, “The media can always be helpful by not giving all the attention to the loudest or shrillest voices — and try to stay a little bit more focused on the issues at hand.”
What does this have to do with value marketing? Before I get to that, lets define value marketing. Value marketing is a term that is often used when their are unique qualities associated with a product or service that may not be readily apparent. For the buyer, this can be challenging because they need to understand that value if they are going to pay the the higher price. Maybe the price isn’t higher and its just a matter of choosing product A over product B. Either way, this is important concept to grasp for the entrepreneur or sales professional who needs to close more deals now.
My perception of value marketing today is diametrically opposed to traditional marketing methods that often involve not much more than beating the drum louder and longer to be heard in a crowded marketplace. Customers today are too sophisticated to respond to these “shrill voices.” As President Obama accurately points out, as a global society we are moving towards civility and reason. I believe this is due in no small part to the influences of social media. Nevertheless, the question is where is the value today? It is YOU! Truth is, that’s where it always has been.
To increase your value to your prospects and customers you don’t need to sensationalize to get their attention, you just need to personally go where they are. This means you should literally get face to face with your customers, first and foremost. And you should also be sure you have a solid Web presence — because that is where your prospects and customers are going to get answers. Go where your customers are – both physically and virtually. This is the only way you can be a relevant factor in their value equation.
This brings us to my definition of value marketing as you can apply it to your business today. Value marketing is being likable, or better yet, lovable. Value marketing is being honest and authentic in your business practices. Being unpolished and raw is the new shiny. And finally, value marketing is taking people where they want to go. Traditional marketing says don’t make promises you can’t keep. Today’s value marketing says make promises and show the customer your system for keeping that promise.
When I think of traditional marketing I think of a loud voice that initially gets your attention, but ultimately gets tuned out – like the shrill voice of a screaming baby. Value marketing is the cute, adorable, irresistible baby. It gets cuddled and hugged and everyone tunes into its every move. Let’s take a look at how you can apply these principles to your business – and be that lovable baby.
Value is Quiet
The really cute babies don’t have to be the center of attention all of the time. They just do what they do well, which is being ready for the moment when it is time to perform. We’ve all been there…”Dad, get the camcorder, she’s doing it again!” Yes, cute babies deliver and so should you. Surely you’ve noticed the too good to be true offers usually are? Why is this? Well, when the value is low, you have to scream louder and longer to get noticed – like a screaming baby that only wants what it wants. Astute buyers recognize this and quietly walk away.
Value is always quiet, and so should be your value marketing. Value doesn’t need to be heard above the noise; it already is. In fact, the louder the marketing message gets, the more the value decreases…from 20% off… to 50% off..to Going Out of Business! The lesson is this: Be cute, or rather, quietly confident. Make a personal connection with your market and that irresistible value that is unique to you and your product or service will be always be center stage. YouTube is just one social media resource for accomplishing this.
Value Doesn’t Try Too Hard
The marketers that do have value to offer understand they only have to find one buyer at a time. Before long, they build up a stream of word-of-mouth referrals. This strategy works equally well offline and with social media. Using the social networks well simply requires the quiet reinforcement of your value to the right audience – without sensationalizing. In other words, you don’t want to look like you are trying hard. Just pull back the curtain and show them who you are and how you do what you do well.
Value is Seductive
A value exchange involves much more than money. That’s the end game. People first buy with their attention. That exchange leads to a commitment, usually of time, which leads to a situation where you are in control. And believe this – control is one of the keys to marketing if you understand how to use it for serving your customers. The paradox is that while we all seek and love freedom, we secretly value those that take the reins and show us the way.
In any endeavor, there is always a need for leaders – we want them, we admire them, and yes, we can even fall in love with their charming ways. If you can make the process interesting or entertaining, better yet – you’ve got our attention, and baby, you will soon have our money!
Photo Credit: PSD
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