Below is a recap from the Value First Marketing video by Todd Giannattasio, you can watch that below by clicking here
The Importance of Value First in Modern Marketing
The modern marketing landscape is constantly evolving, with new techniques and strategies emerging all the time.
However, there is one principle that has stood the test of time and continues to be as relevant today as it was when it was first introduced: the Value First approach.
This principle states that in order to build strong relationships with customers, companies must prioritize adding value to their lives, rather than just trying to sell them products.
Why Value First Marketing is Key to Building A Stronger Business
From a young age, we are taught to “Never Take Candy From Strangers.”
This same skepticism carries over into adulthood, and that means strangers are not open to hearing about your sales pitch if you’re a stranger. But for some reason as adults, we forget this from the other side of the equation and are constantly trying to ‘give candy to strangers.’
By taking a Value First approach, businesses can demonstrate their expertise, build trust, and establish a strong reputation in the marketplace.
Once you’ve opened a relationship, you’re in a much better position for success when it comes to earning new business because you’re no longer a complete stranger trying to give them candy.
Adding Equity to the Relationship
So how do you add value to your relationship with customers?
The answer is simple: through content.
Whether it’s in the form of blog posts, videos, podcasts, social, email…high-quality content that provides real value to customers will help build a deeper relationship with them and establish your business as a trusted source of information and expertise.
This type of content also serves to demonstrate your company’s expertise and commitment to helping its customers, rather than just trying to sell them something.
The Importance of Education-Based Marketing
Another important aspect of the Value First approach is education-based marketing.
By educating your customers about the products and services you offer, you can not only build trust, but also help them make informed decisions about what is best for their needs.
This type of marketing allows you to position your business as a thought leader in your industry, which can have a big impact on your bottom line.
The Secret to Making People Want to Buy
Despite the fact that most of us have been trained to avoid sales pitches and ignore commercials (thanks TiVo), the truth is that people love to buy things.
The key to making them want to buy from you is to approach the relationship from a customer-centric perspective, rather than trying to sell them something all the time.
By giving more than you ask, you can build trust and establish a deeper relationship with your customers, which will make them more likely to consider your products and services in the future.
The 80/20 Rule: A Good Ratio for Value and Ask
One way to think about the Value First approach is to follow the 80/20 rule:
provide value 80% of the time, and ask for something 20% of the time
10 touch points: 8 with pure value, 2 with direct Calls To Action
This approach ensures that you are always putting your customers first and providing them with valuable information, while still giving yourself the opportunity to make an ask or present a sales opportunity.
The specific ratio may vary depending on the perceived cost of what you are selling, but the basic principle remains the same: prioritize value over sales.
You can also have regular touch points that are 90% value first, then segue into a hyper relevant Call To Action that comes from a place of serving based on the 90% value conversation.
When is it Appropriate to Ask for Something?
So when is it appropriate to make an ask or go for a sale?
The answer depends on a number of factors, including:
- the pain or problems your customers are experiencing
- how badly they want the outcome you can provide
- the strength of your relationship with them
- the perceived cost of what you are offering. The higher the price point or perceived cost, the stronger the relationship needs to be before you can make an ask.
Building a Strong Reputation in the Marketplace
The Value First approach is not just about making sales in the short term, it’s about building a strong reputation and relationship with your customers that will pay dividends for years to come.
By consistently providing value and demonstrating your expertise, you can establish yourself as the go-to source for information and solutions in.
Ancient Incan Principle In Modern Marketing?
What does this ancient Incan principle of AYNI have to do with your modern marketing?
I first learned this particular word from Jim Fortin , it’s something that becomes so obvious and natural once you have it articulated in your mind.
Whether it’s in your life or business (even better if you align those two things)
Punchline: Give value to the world with an open heart to create expansion
Watch The Value First Marketing Video
Value First Marketing Takeaways:
- The Value First approach states that companies must prioritize adding value to customers’ lives instead of just selling products.
- By taking a Value First approach, businesses can build trust and a strong reputation in the marketplace.
- Value can be added to the relationship with customers through high-quality content, education-based marketing, and by putting customers first.
- The 80/20 rule can be followed where 80% of time is spent on providing value and 20% on making an ask.
- When making an ask, the timing depends on factors such as the customers’ pain points, desire for an outcome, relationship strength, and perceived cost of the offering.
- The Value First approach is about building a long-term reputation as a go-to source for information and solutions.
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