What does it actually mean to “communicate your value” in your marketing?
Let’s start by talking about what it is NOT.
Why is that important, you ask?
The #1 reason people cringe or experience overwhelm when it comes to marketing their business is because they think they have to talk about themselves or about what they do. This is simply not true. When you can reframe your thoughts about marketing to be about using your expertise to serve others, you’ll start to see it as an opportunity instead of a chore.
So how do you “communicate your value”?
Ask yourself these 3 questions:
1. How do my services help people on a practical level?
2. How do my services make people’s lives feel better / easier / more enjoyable?
3. What can I show / teach / talk about to help people experience these benefits for themselves?
We all have a tendency to overthink these things, so let me give you a couple of quick, light-hearted examples.
You’re a florist. Your services bring colour and joy to people’s days and help them celebrate and commemorate special moments in life. A marketing theme devoted to sharing the meaning of certain flowers allows your audience to feel as though they’re making a more thoughtful purchase when they request “ranunculus” in their next flower order because they now know that ranunculus means “you are radiant with charms”. (True story! Best flower meaning EVER!)
How does this benefit you as a business owner? Your potential customer sees you as the type of business who puts a lot of thought into what they create.
You’re a women’s fitness instructor. Your services improve people’s health and make them feel comfortable and confident in their own body. A marketing theme devoted to sharing parenting memes allows your audience to give themself grace when they’re having a tough week and struggling to find the motivation to turn up to class.
How does this benefit you as a business owner? Your potential customer feels seen and not judged for struggling. They see you as a real-world, approachable instructor who understands that life can be hard. They feel comfortable being “less than perfect” in your presence and will continue to show up long after they would have quit with another instructor whose “fitspo” or motivational quotes made them feel “less than”.
You’re a coach. Your services give people confidence, help them overcome challenges in life and map a path forward to achieve their goals. A marketing theme devoted to mindset and productivity tips and tricks allows your audience to get “bite size” pieces of advice they can try at home.
How does this benefit you as a business owner? Your potential client perceives you as being generous with your knowledge and sees the range of ideas you share as being indicative of wanting to find an individual approach to success, rather than applying the same toolbox of techniques to everyone.
You’re a graphic designer. Your services help people have a visual representation of their brands which leads to developing positive feelings with their target customer. A marketing theme devoted to sharing the hidden meanings of logos/brands you’ve created and how they came to be gives people enjoyment as they feel they’re getting a “behind the scenes” glimpse of how you work.
How does this benefit you as a business owner? Your potential clients start to realise that creating a brand is about far more than a logo! They suddenly understand the importance of all of the deeper branding strategy work and how that impacts the final design.
In short, there’s no one-way to communicate your value. It’s an entire approach to how you do marketing that will change the way you think about connecting with your ideal clients. And the added bonus? I think it makes your marketing far more enjoyable, too.
If you’d like help determining how to best communicate your value when marketing your business, my Strategy Sessions would be perfect. Contact me if you’d like more details on how these work.