Nathan Yerian
No you’re not. Unless you’re a company like Apple.
NEWS FLASH: They didn’t become a big deal by self assigning it.They created value.
Are you creating value?Do your marketing materials project that value? Do they speak about you, or about your customer?
I went to a meeting this week to discuss a new collateral system with a large Houston based customer service center. They presented me with a competitor’s brochure and were inquiring about the possible benefits of creating something similar.
The piece was packed with information about their competitor. There was page after page of information, but not a whole lot focused on real value (what their customer gets from doing business with them over the competition).
We quickly decided that this was not the right path. Delivering a valuable message has very little to do with you and everything to do with your customer.
Does your product or service enable your customers to increase profits, boost retention, or maybe just get a warm and fuzzy feeling?
However your customer truly benefits from your product/service is what needs to be highlighted and presented with emotion. This will connect your prospect to the feeling they will experience from choosing your company (over the competition).
Does your current marketing message provide this connection?
Apple’s does!
Take a look at this example of true value, presented in an emotionally driven way, that focuses solely on the customer:
Now you aren’t Apple, and no one wants you to be. That doesn’t mean you don’t create true value. It may just mean that you aren’t displaying it correctly.
How do you use your marketing materials to truly connect with your potential client base?
Check out our work and see how we have displayed our client’s true value in a meaningful way.