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Communicate with Customers to Make Them See the Value of What You Offer

quality-65060_640Does it seem like people don’t understand why they should buy what you offer?

Or even join your email list?

If you get face-to-face with them, is it still clear that they don’t really understand why they should listen to you and buy what you sell?

Of course, if you’re trying to sell something that’s almost useless, you’re going to have problems.

But I’m going to assume that what you have to offer would really help them.

There are two reasons you might have trouble getting through.

And you can solve both issues with the same solution…

They don’t know they need what you offer

Creating a market for a new product or service is very difficult.

Apple did it with iPad, but unless you have a few hundred million dollars to spend, you should avoid it.

Then again, you can be hugely successful solving an existing problem in a new way.

And many people make a great living helping people reach their goals in new ways.

There’s a delicate balance; you can’t get too far from what people feel comfortable with.

You have to be able to create a “bridge” between what they’re already thinking and what you offer (more about that later).

But there’s another possible reason people don’t see why they should even pay attention to you.

They don’t understand why your offer is better

This is a very common problem.

You have something valuable to offer. People just don’t understand what makes it better than another option.

Maybe they don’t believe joining your email list is worth it.

Or maybe they prefer somebody else’s products and services to yours even though yours might be better.

When you’re building a new business, you’re likely to have this problem.

Your target customers prefer your better-known competitors simply because they’re better known.

Obviously, you can’t just wait until you’ve built a great reputation.

Instead, you need to help people see what they really can get from you.

In other words, you build a “bridge” from what they want to what you offer – and you do that by communicating with them.

Build a bridge

The problem in both situations is that people don’t understand the value you can provide.

And they won’t understand it unless you help.

Assuming they at least want to solve the problem or reach the goal you can help them with, it shouldn’t be especially difficult.

You need to figure out what your target customers are thinking about (in relation to what you have to offer).

For example, if you sell a face cream, they probably think about looking older/younger.

And you need to know what are the best reasons for them to do what you want (e.g., buy your product or join your list).

When you know those reasons, you can create the connection between what they’re already thinking and what they need to think to choose you.

But you can get stuck on figuring out what those reasons are…

The building blocks you need

Your value proposition is the collection of the best, believable reasons your target customers have for taking the action you want them to take.

In other words, when they understand your customer value proposition, they’re as motivated to act as they can be.

So, you need to build the bridge (from what they’re thinking about to what you offer) with the ideas in your value proposition.

Start with the idea (reason for taking action) that’s the closest to what they’re already thinking about.

Then talk about the reason they’re most likely to respond to positively after hearing the first reason.

Then the next. And so on.

For example, let’s say you sell lawnmowers and your value proposition template covers low price, great durability, and good customer service.

And your target customers are thinking, “I need a new lawnmower because the old one broke down.”

You would then introduce your product as the most durable option.

That’s what people are already thinking, so they’re going to notice your message.

Next you could point out that your product is also very affordable because when you talked about durability, you created an expectation of high price. You always need to be handling objections, and price is a big objection, which you need to take away.

Finally, you’re left with great customer service.

That’s going to be the last (main) idea you use to really communicate with your customers, building a bridge from what they want to having it.

With those ideas, you should’ve made a clear connection between what people want/need and what you offer.

Even if they weren’t interested in what you have to offer before, that bridge will make the connection in their minds.

There’s a lot more to what your value proposition really can be.

But knowing those main ideas of it – the core of it – will help you make people understand why they should join your email list, buy your products, or hire you even if they didn’t seem to care at all.

If you want to find those reasons quickly, you can use this 5-step system for finding the core of your value proposition.

When you know what are the best reasons people have for taking the action you want them to take, you can focus your marketing on those reasons.

You should also make your website and landing pages focus on getting those reasons across as quickly and clearly as possible.
When you do that, you’ll see a significant difference in your conversion rates and overall success.

How do you communicate with customers to get across the chasm?

About Peter Sandeen

Peter Sandeen dreams of sailing with his wife and dogs on the Finnish coast-unless he's helping someone build a clear marketing message and strategy that creates sales consistently. Download the quick 5-step exercise that shows what ideas are most likely to make people want to buy your products and services.

28 comments

  1. Michal says:

    Thanks to your method I rediscovered what distinguish my “how to” booklets among competition: my advice is super easy and super fast to implement and my books are written on the deep, personal level.

  2. Iain says:

    Great post Peter.

    The example you provided with the lawn mower seemed to really connect with me for some reason.

    By knowing your value proposition, it seems like you can prevent many objections in your sales funnel. Is that a fair statement?

    I hope all is well with you particularly with that snow that isn’t there lol.

  3. Okto says:

    Hi Peter,

    It’s important information you have shared here in firepolemarketing.
    I believe the best way to show value of what we offer is through a study case content on solving particular problem before we actually offer something at the final line.

    People have different problems to solve. If we can ease their life by solving one of it their more likely see value from us (our offers). Personally I like to see an offer that gives proof. And study case content seems to be better for that purpose than a sales page.

    1. Hey Okto,

      Case studies are a great way to prove your worth. But I don’t see them as competitors for sales pages; rather, they’re complimentary 😉

      I’d first share a case study, and then send people to the sales page when they already believe you (because of the case study)…

      Cheers,
      Peter

  4. Ayomide says:

    I’ve tried to go to the page, but no luck. It’s like the link is broken but no one else seems to be having that complaint…

    Thank you for the great insights, though. I just started a month (barely a month ago now), and although it’s presently more an educational site than a business, a good (and wise) friend advised me to treat it that way from the get-go. So, yes, I definitely want to identify my value proposition. What are your thoughts?

    1. Hey Ayomide,

      Sorry to hear that. I haven’t heard of any problems nor had any “site crash” notifications, so I don’t know what’s the problem. Maybe you can try again?

      I really like the idea to focus on it as if it was already a business. The mentality will get your better results than the let’s-see-what-happens mentality 😉

      And as mentioned in the post, I think figuring out your value proposition should be the first step. If you try again, but can’t get to the page, send me an email…

      Cheers,
      Peter

      1. Ayomide says:

        I HAVE tried again, and it’s worked now. Really don’t know what went wrong earlier! Thanks for the document, Peter!

  5. Burt Unruh says:

    Another way to look at proving your value is by showing you are solving a problem for them. Without a problem that you can eliminate they aren’t going to buy. No matter how good your copy writing is, it is virtually impossible to create demand from scratch.

    If you can show them that what you are offering is going to solve their problem and have a risk-reversal guarantee (in other words show the prospect that you are willing to take away the financial risk of trying your service or product) you’ll prove the value of your offering.

    1. Hey Burt,

      You’re right; you have to solve a problem for people to be interested. My point of view was that even if you solve a problem, people might not really understand it or believe it’s as valuable as you claim.

      Risk-reversal guarantees help, but they don’t work in the beginning when you’re just trying to make people understand what you’re offering them. But later, they’re very useful 🙂

      Cheers,
      Peter

  6. Diane Dutchin says:

    Peter,
    Excellent and engaging article. I find your style very similar to someone name Danny:). Clear, concise, and picture perfect. The “building the bridge” connection narrowed the gap. Thanks, and I’ll download and read your free offer.
    Much appreciated.
    Diane

  7. I downloaded your Value Proposition worksheet a few months ago, but I’ve been working on an online business course AND an online coaching course so hadn’t gotten around to the worksheet. But I had it bookmarked and this post reminded me to print it out and get to work on it. I think this worksheet can be a valuable addition to any business plan. Thanks, Peter!

  8. Roberta Budvietas says:

    Interesting expression of an important idea. Why is there snow in Finland right now? We have snow today in the South Island of NZ but I thought FInland was in summer.
    One point with value – and I look forward to getting your pdf and checking this out – you have to look at the value from your client’s perspective not yours. And the challenge comes when people see the value but are afraid to spend the price – I do that too often.

    1. Hi Roberta,

      There’s no snow right now 😉 Just forgot to update the byline 😀

      Usually when people see the value but still aren’t willing to pay for it, they don’t believe the value is real. But in most cases, the problem is that they just haven’t really understood the value…

      Cheers,
      Peter

  9. Steve Denness says:

    Hi Peter,

    My online business is moving pretty slow, this excellent post has given me the idea to look into why this might be. I look forward to reading the “5-step system for finding the core of your value proposition” PDF, to see if I can tap into my customers thoughts, and bridge the gap.

    Thanks for your help.

    Steve

  10. Marian says:

    I read the post and was interested. When I tried to download the pdf, Aweber said I was already subscribed and gave me no other options for downloading the pdf – “5 Steps for finding the core of your value proposition”. Is there another way I can get it?

  11. Amandah says:

    Great post!

    This is one of the reasons why I’m working with a business coach. She’s helping me to rebrand. I’m reinventing me and my business and going to the next level. I’ve been playing small for too long. The first thing I want to do is makeover my website. But I I need a professional web designer to do this while I work on everything else. This reminds me… I need to make a few phone calls today.

    1. Hey Amandah,

      Maybe I’m nitpicking, but the first thing to do is figure out your value proposition—what makes you different or what’s your brand. If you don’t know if before redoing your website, you might be shooting yourself to the foot.

      Let me know if you have any questions 🙂

      Cheers,
      Peter

      1. Amandah says:

        Hi Peter,

        I’m working with a business coach who’s helped me to figure out my value proposition, which has to translate to my products and services and marketing materials, including my website.

        Thanks.

  12. Kelly Pfeiffer says:

    Danny,
    Thanks for this info and for the link to the free offer from Peter. I’ve worked through the 5 steps and now have way more insight as to how to position myself to my potential clients.

    Peter’s exercise was so helpful!

    Kelly Pfeifffer
    THINKitTHROUGHparenting.com

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