The Marketing Mistake:
Delivering We-Centered Marketing
Most businesses are great at telling people what they do but fail to tell them why it matters. When you talk only about what you do, you create a commodity – something that looks like what everyone else does. Your real differentiator is to talk about why what you do matters, to articulate your value proposition.
People do not care about your products and services. Really. They care about how your products and services can make their lives better. Start turning conversations away from features and focus on the benefits you offer. Think about how what you do makes a difference for your clients.
For example, will you:
- Make them more money?
- Simplify their office processes?
- Give them more time with their family?
Realize your value and make sure your clients know about it.
How to Avoid This Mistake:
A strong value proposition can be discovered at the intersection of three things:
- What your market already thinks
- What the competition does not say
- Your goals for the business
Gather this information and think about how what you do has a positive effect on someone’s life or business.
And when working with a customer, show, don’t just tell. Make sure to detail all that you do for your clients. Outlining your efforts for them will keep the value you provide front and center for them.