Why does marketing make a difference? Because marketing is not about what you are selling. It’s not about your latest widget or your newest service. It’s not about the charts, the data, the strategies, or the bottom line.
Marketing is about people.
It’s about making people aware of the value you create, the difference you make, and how that matters to them.
In today’s post we’ll take a look inside my free ebook Storyselling: Marketing That Makes a Difference. Get your free copy of this ebook now!
The Value Story
An excerpt from STORYSELLING: Marketing That Makes a Difference.
The simplest and most valuable marketing tip I can offer is this: figure out how to make your customer feel good, and then do that.
People pay for intangible value, for what they experience, how it makes them feel, and what they care about. As it turns out, intangible value is one of our most precious resources.
In our instant-gratification world where everyone can provide something at the click of a button, what matters is not what is sold, but what impact it made. The widget doesn’t matter; it’s how the widget makes us feel that counts.
Exceed Expectation. One of the key factors in highlighting massive value is to exceed expectation. When you give your customers more than they expected to receive, they are more likely to pass on that experience to someone else.
Limit Availability. When something is limited, it gives it an air of remarkability. You can also make something limited by restricting who has access. But beware that overusing availability can make people adjust their expectations. When something is always “exclusive” or “limited,” it becomes the norm and is no longer remarkable.
Encourage Participation. Whenever applicable, break away from the standard forms of content by encouraging audience participation and promotion.
Vary the format. Don’t always stick to a set format with your content. Instead experiment with different forms within one piece. Incorporate images, videos, infographics, and links to white papers to provide a comprehensive and resourceful piece of information for customers to read and share.
No one can tell you what you should stand for or how to matter to your customers. Figuring out where you (your brand, your product, or your company) fit into your customer’s world can be hard. Until you do the work of understanding your values and how those values translate to your customer, you will struggle to get where you want to go.
Get your free copy of Storyselling: Marketing That Makes a Difference now and discover the 10 questions you need to ask to understand your market value.
Got a question or want to share some marketing strategies that are working for you? Send me a message and let’s chat about it!