One Insight
The Value Pyramid - Which underlying need do you meet?
We think price matters in our products or services. But in reality, ‘perceived value’ carries more gold. Addressing people’s underlying values - who would’ve thought - greatly improves resonance with your solution. Bain & Company came up with this Value Pyramid. Shifting Maslow’s hierarchy of needs to a business perspective. It’s an easy go-to guide to understand what your clients are deep down seeking most.
Another option would be to just ask them ;).
One Action
How to apply this to your business
Ask yourself these two questions:
What underlying needs does your product or service address?
How does that show in your marketing / interactions?
You likely solve more than one underlying value. In your marketing, play around with different angles. Take them apart and test to see which one actually matters more to your people.
For instance, let’s picture a hypnotherapy coach. One of their newsletters focuses on the benefits of hypnotherapy to reduce anxiety so they have more ease in their day (emotional value). While another newsletter doubles down on self-actualization - overcoming old patterns by drawing them into the light (life-changing value).
Enjoy the process. I’m certain it uncovers some blindspots. Let me know what comes up and which underlying values you see in your services.
Sip slurp yum and done!
Much love,
Roel
P.s.
If you come across an interesting theory or question that you’d love me to explore, send it my way.
When you're ready, here’s how we can work together:
Ethos - Launch or reposition your services
bit.ly/fromhustle2heart
Origo - Create your Founder Story
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Tailor-made communication strategy
roel@roelcruys.com
Can't wait to implement this in blog posts for one of my clients. Thanks for this, Roel! :)