July 11, 2011

How Do We Provide Value?

Try the value menu. Take a value home today. Your friendship is valuable to me. We value your opinion. Your local choice for value. We stand for real value.

We hear and see the word value used all day.

Every offering, every product, every company offers us value. The word is used like it's some magically field leveler. Yet it feels like a discarded gum wrapper.

The exchange of money or goods or services that is considered to be a fair equivalent for something else.

We marketing strategists often try and find clients’ value proposition. It looks great when you write it up in a proposal or internal collateral. But is value not similar to branding where the decision is up to the customer?

An ideal accepted by some individual or group.
Homemade, all natural, locally grown, owned and operated, quality assured,
new and improved, limited time offer.


These are extraneous words we all may be guilty in using to not necessary fool people but rather to enhance the offer.

One way to differentiate is to remember the core of our unique selling proposition is our abilities that no one else can offer.

Kneale Mann

image credit: istock
original post: December 2010
 
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