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What is Adding Value?

Article paru dans Social Media Today, le 28 mai 2010 (http://www.socialmediatoday.com/SMC/201596)

Compte tenu de la pertinence de cet article, je me suis permis de reprendre les extraits les plus intéressants. La conclusion (« the take away ») est particulièrement intéressante. Bonne lecture !

The one way sales pitch broadcasting simply becomes part of the meaningless noise in a sea of noises. There are simply too much information and too little time. Marketing messages are everywhere and people have developed ad blindness - Seeing doesn’t mean retaining.

Let’s face it, most businesses wants to add value to the bottom line which means making sales and growing profits. In sales, adding value used to mean networking in the best interest of your company or your career which is to sell, sell, sell! Today it means helping people to make informed decisions, finding out their needs first and showing an interest to solve their problems not yours.

The Meaning of Knowledge

In sales, either the product sells itself (more of an affirmation and emotional validation) or it’s selling via education (information and data). A Porsche salesman don’t sell the 911 Turbo, they sell the experience of buying a Porsche (great products drives emotions). On the other hand, a Honda salesman sells the features and benefits against competitors like Toyota and Nissan (value proposition, more needs than wants).

In both scenarios, the goal is to ensure that the person feels good about the decisions that they’ve made (or going to make) on the purchase which leads to trust building. And trust is built on relationships from knowledge and actions.

The more knowledge you have, the less fear you have, the less stress you feel and the better you feel about your decision making process. You could think of having knowledge as freedom from limitations and having information is empowerment. The ability to make your own decision is valuable because who wants to be pressured into buying?

Emotion Trumps Logic

Now you know the importance of adding value through knowledge transfer, you then need to know how to take actions with your knowledge. Besides physically helping someone, the action part comes down to communication. And because emotions are the essence of the communication, marketers need to focus on the emotional needs of the customers at the time when feelings are vivid. This mean to empathize with your customers and truly focus on how to make their lives better. You can’t make people’s lives better if you don’t understand their lives.

When you solve someone’s problem, they’ll usually remember it not because of the facts but because of how they felt when it was happening. Simply put, memory is tied to emotions and emotions are more real than thoughts.

Now apply that to marketing and you’ll realize that providing useful and meaningful information does exactly that – it makes people remember you if you satisfy their needs by providing value!

This is why the increasingly Social Web is a great place to find those that are in need of knowledge (also why information product sells). When you need an answer, you want it now, you Google it (you can Yahoo or Bing it too of course). The online conversation across all social networks are as authentic as it gets, besides the offline in-person engagements, because it’s taking place when people are still feeling the emotions dealing with their problems – what is, how-to, why is, who can…you get the point.

The rest of it is about the context of adding value, at the right place at the right time. The optimal time to email your subscribers, the suitable LinkedIn group to contribute knowledge or the people you engage on Twitter – they’re all channels to add your value to the conversation within the communities to forge solid relationships.

Motives and Actions

Most of the time the objective is to create brand awareness, build credibility and what I keep pounding the table on: to create social proof. My take is that if you’re honest about your intentions and focus on serving only those that matters to your business, you will attract the customers you want. Like what Seth Godin wrote in his book Purple Cow, “the key to failure is trying to please everyone.” Well, he’s right, everyone is NOT your customers.

The take away

Identify your customer’s problem is where adding value starts. And listening when they talk is your opportunity to fill the value gaps. Think of it as facilitating the process of buying on their terms not yours. You have to create the right environment that entices people, and if you do it well, then they will show up and join the party. It is only by adding value you will be remembered, reciprocated and passed on (via word-of-mouth).

Are you adding value?

Extraits de l’article paru dans Social Media Today, le 28 mai 2010 (http://www.socialmediatoday.com/SMC/201596)

En somme, il s’agit de Marketing par contenu pur, impliquant notamment l’identification des réels besoins de vos clients, et la réalisation et la diffusion des contenus les plus percutants.

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Simon Hénault B.Comm, MBA - Profil LinkedIn
Conseiller & formateur en développement des affaires Web pour professionnels et équipes de vente B2B
- Expert LinkedIn - Réalisateur de contenu Web


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