One of the challenges we have as marketing consultants is getting clients to recognize their true value. Too often, communications from a company revolve around the current buzzwords of the day – words like operational excellence, committed to this or that, delivering solutions, etc. Try separating these phrases from your logo. What do they mean? Who do they represent? The answers: Nothing and Anyone.
One thing that I think the Perdue Creative team is very good at is finding and articulating the real value that our clients offer – the personal and unique strengths that keep their best customers coming back for more. Sometimes a client gets frustrated with us because we keep pushing until we find that personality trait – that human quality that resonates some kind of emotion.
Let’s face it – whether we’re buying a new house or a toothbrush, our final choice almost always boils down to some form of emotional reaction – something that “speaks” to us or makes us feel comfortable. And if you think that’s different in a B2B commodities market, you’re wrong. There will always come a day when you and your competitor offer pretty much the same product at pretty much the same price. On that day, what will make that customer choose YOU? Answer that question, and you’ve articulated your true value.
So take your value personally. Take every opportunity to tell the customer WHO you are and what YOU want to do for them. Use your unique strengths to get your brand noticed. Realize that the individual humans in your company are what makes the whole greater than the sum of the parts.
Fri, September 18, 2009
by Suzanna Phelps-Fredette