If you have to explain value, it has none

Marketers and researchers know exactly what value is. It’s the extra dollars consumers spend on a product because that product winds up costing less in the long run than the competitive products. For instance, you spend more for a laundry detergent that actually gets stains out so you don’t have to buy new work clothes. Or the extra money you put into buying the right gas or oil for your car so the engine lasts longer.

Of course, that’s the definition YOU have for value. And really, I don’t care if you believe your product has a lot of value. It doesn’t matter if your product is better or worse or comes from the exact same assembly line but with a different label slapped on the package. All that matters is what your consumers know. (Because perception is reality, believe is reality, feeling is reality.)

If your consumers pick up your product and a competitive product and figure they’re the same, it’s not because they don’t appreciate the value of your product. They don’t need you to provide a dictionary definition of value. Ok, maybe you do. Please enjoy:

If your consumers don’t understand the value your product offers, that’s because it offers no value. Of course, feel free to explain to them just how wrong they are. People love being told they’re wrong.

The alternative is much simpler. Find the perceptual gap and close it. That’s your job.

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