If Your Marketing Is Flat, Stop Giving Value And Try Offering This Instead

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The word “value” in marketing is poorly understood.

Many solopreneurs have interpreted it — massively reinforced by gurus, might I add — as meaning they should create lots of free resources for their prospects. They hammer away at checklists, calendars, memory joggers, and all sorts of otherwise fantastic tools. They spend hours, sometimes days, constructing them. And yet, all that effort fails to translate into more customers.

Here’s a different definition of value to try on for size: insight.

A type of value that propels prospects through their journey

Insights act as catalysts in the journey of a prospect, propelling them towards decisive action.

By providing deep insights, you can guide your audience through the stages of awareness and consideration more effectively than with traditional lead magnets and freebies alone. Insights help frame the problem in a way that resonates deeply, making the need for a solution more urgent.

For example, you could share a compelling case study that highlights how ignoring certain subtle signs in business operations can lead to…