This holiday season, something interesting happened. My husband and I were out doing some Christmas shopping for our 4-year-old daughter, and I picked up a DVD that she’d been asking for (the Cinderella movie, in case you were wondering :)). My husband agreed on the movie but wanted to put back my choice of a single-disc DVD option to get her the fancy bundle that includes a Blu-Ray disc, DVD, and digital version of the movie all in one package (and at roughly twice the cost).
I was thinking that such a package was overkill for a simple stocking stuffer gift for a 4-year-old girl. And as my movie-loving husband discussed the merits of Blu-Ray discs, including the “quality viewing” it brings, I was struck with the reminder that in that sale of any product or service, it really all comes down to value.
And, more specifically, what customers value.
In our case, I didn’t value the stellar picture quality that Blu-Ray discs deliver as much as my husband did. (At least, not enough to shell out the extra dough.)
I see this all the time in the marketing of the coaches, VAs, and other business owners that I work with.
They’re talking about things that potential clients either don’t “get” or just plain don’t value.
Like the life coach who’s talking about making her clients’ lives easier (what does that really mean?).
Or the copywriter who tried (and failed miserably) to teach clients the secrets of better writing, when the majority of her clients didn’t really want to take the time to learn basic writing skills. (Yep, that one was me. Turns out my clients prefer done-for-you services and ready-to-use templates. Live and learn!)
And when they don’t see the value, they don’t buy. End of story.
So, how do YOU determine what your clients value?
There are a couple of ways to go about digging out the often hidden value of your offerings (it’s there for the taking, if you just take the time to look for it).
1) Ask them. Yep, it’s that simple. Ask your people what they want to do/be/learn and then give them the solutions they actually want.
2) Look at what they’ve already purchased. Taking a look back at your track record of products and services you’ve already sold can give you great insights into what your clients want and are willing to pay for. For instance, when I took the time to look at my Instant Web Copy Generator program that was selling really well, I realized that a big part of it was because people wanted to bypass the dreaded “blank screen” and have access to proven templates and shortcuts. So to boost sales of my Profitable Newsletters System, I added more templates and shortcuts for business owners wanting to use email marketing to grow their business, and I made sure the marketing materials highlighted the time-saving new features. As soon as I implemented those changes and sent one email to a small list of prospective buyers, I immediately sold 10 copies of the revised system. It’s all about giving people what they want.
3) Look at what YOU value. This one can be tricky, because your clients aren’t always going to value the same things that you do. But this can technique can work really well if you fall into the same camp as your clients. Like, for instance, if you’re a business coach who works from home while raising 2 young kids, and your target clients are also home-based mompreneurs (mom entrepreneurs, case ya didn’t know :)), then chances are you know exactly what they value. Like learning how to be more productive so they can have more free time to spend with their kids. Or discovering ways to earn more income to provide financial support for their family or take their kids on fun vacations. The list can go on and on.
If you feel you can get into the heads of your ideal clients, give it a shot. Grab a piece of paper and jot down every way you can think of that your products and services bring value to your clients’ lives. And then DO something with that list. Change your marketing materials. Add even more value to your top product. Schedule a free consult with an interested prospect (or two). Get out there and change some lives already!