This Monday, I was at a meeting with a new prospective client.
We touched base in several critical aspects of the business, and the big main one was about why people would choose their brand against a competitor.
One of the founders was genuinely enthusiastic about all the quality, design and detail of the product. The story of the brand was also very compelling and worth to share.
Yet, when we look at their online store, it doesn’t reflect any of these things. The only thing that we immediately notice if the premium price for a commodity product that we find in any other store.
What’s the Perceived Value from our Customer’s standpoint?
This brings light into a very critical point of any marketing strategy. The perceived value must match the price we’re tagging our product.
To accomplish that, you need to explain in a relevant way for the customer, why this product is worthwhile, why your brand deserves the attention, support and even why they should be proud to wear it.
It would be best if you used storytelling on every communication channel to reach your audience. Your email marketing, social media, content marketing in and out of your ecosystem, everything. Use influence marketing or just rather authentic testimonials from “real people” attesting why it’s worthwhile.
Make it clear. Let us FEEL your VALUE.