The next frame showed Snoopy building a similar stand next to her and offered “friendly uncle” advice for just 4 cents.
Do you fight price competition as well?
Are you on a race to the bottom with your ideas, your products and your services?
Creating a valuable brand is not about being the cheapest price.
In fact, if the cheapest products had cornered the market, we wouldn’t have a niche for Apple products and Ferrari luxury cars!
Likewise if your mission, message and marketing are just like everyone else…you will struggle to get mind-share, sales and funding dollars from customers, donors and investors.
Instead of focusing exclusively on the being the low costs provider, make a strong value proposition for your perfect customers and clients to spend those extra dollars on your products or services… i.e. give them the best value for the money they send your way!
Here’s the catch…you do not get to decide what value is.
Instead your client base will determine if what you have to offer is worth their interest.
Their willingness to part with their hard-earned funds is representative of the value they place on your brand.
Therefore the key to successful marketing and successful fundraising is to create and increase the value perception around your brand.
People with disposable income to purchase your goods and services, and donate to your worthy projects want higher value more than they want the lowest price.
This concept stands true in all markets niches throughout the developed world.
How do you increase your value?
Here are three ways to create a valuable brand:
#1: Identify What Your Market Is Really Looking For
When people come online, they are looking for a specific answer to their dilemma, interest or want.
Using search engines like Google, they type in specific keywords.
And if you practice “hope” marketing, you hope that that search results lead them to you.
In contrast, a good online marketing strategy identifies what your market is looking for specifically and communicates that you have the best, most relevant solution to their problems and wants by speaking their language with keywords.
Face it, we are no different when looking to buy products or services…people are motivated and come back to organizations that offers great value, provide convenience and service, have a friendly, responsive and knowledgeable staff and makes it quick and painless to make a purchase or donation.
#2: Be Unique and Customer Focused
Nobody wants to be ignored and forgotten.
Likewise, the “me-too” solution like the value menu at the local fast-food restaurant does not command the premium price.
So think about ways you can add value to customers while showcasing your uniqueness.
Demonstrate how you appreciate and recognize them.
You will find you add uniqueness just by showing care and personalized service in big-box world.
Make sure your customers feel that they are getting all your attention.
And train your staff on how to provide the premier service experience every time you connect.
#3: Communicate Value to Your Clients
Sometimes we forget that people are not long distance mind-readers!
If you can’t communicate how you can benefit your perfect customer clearly, they will never know how valuable your solution can be to them.
So make sure you are actively communicating the things that your clients really value.
This can be accomplished in multiples ways from email marketing to webinars and articles.
And don’t forget there is still a role for good-old fashioned one-on-one conversations.
When you focus on providing value to your customers you will find that you are more highly valued as well!