Demonstrating the superior value your business can deliver can set it apart from competitors, and persuade people to purchase your products or services. Are you missing opportunities? Fortunately, there are three key areas where you can demonstrate the value you offer outweighs the cost to the consumer: financial, strategic and personal.
Focusing on the unique value you offer helps avoid competing as a commodity, where brands are bland and profit margins are low. Capturing, conveying and proving the true value you offer entices people to choose your brand — both emotionally and rationally. Heck, do a good enough job and you can essentially ‘disqualify’ the competition.
Neuromarketing, which scientifically taps into brain ‘buy buttons’, brilliantly outlines the three categories where companies can demonstrate gains, and show value outweighs the costs:
1. Financial Gain
Financial gain or ROI is proven when prospects see the evidence of measurable positive return on their purchase, including saving money, or increasing revenue or profits.
2. Strategic Gain
Strategic gain includes benefits that are less measurable yet provide strategic enhancements to a business, including increased quality, faster product diversification, shorter market cycles, or easier access to new markets.
3. Personal Gain
Personal gain relates to greater peace of mind, more fun, higher pride of ownership, improved chances for a promotion, greater sense of accomplishment, or more self-satisfaction.
Selling With Soft Benefits
While softer attributes, like peace of mind, can be difficult to quantify, they are influential motivators. For instance, an Accenture poll revealed nearly nine out of 10 consumers from Europe, Asia, and North America, were willing to pay more for green products.
Webcopyplus clients like 1-800-GOT-JUNK promote soft benefits through their web content with ‘green messages’ like: It’s not just junk to us! We do our best to donate and recycle as much as we can. Since 1989, we’ve saved over 2.1 billion pounds of junk from the landfill, and counting.
One of our new clients recently commented on 1-800-GOT-JUNK, stating his wife didn’t let him haul junk to the local dump due to the environmental impact. “She called them specifically because she wanted to ensure the material got properly sorted and recycled.” Yes, 1-800-GOT-JUNK is fast and convenient, but it was the soft benefit — peace of mind — that drove this sale.
A Starting Point for Defining Value
To help capture and communicate what benefits and value your business can deliver, swap the typical self-centric “What can the market do for us?” question with “What can we do for the market?”
This mind shift can help you determine what people want to buy, and what they really want out of your product or service.