Communicate with Customers to Make Them See the Value of What You Offer
- Peter Sandeen
Does 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?