From the course: Create Your Brand Message Strategy
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Discover what makes you different
From the course: Create Your Brand Message Strategy
Discover what makes you different
- How often do you buy something that isn't worth the money? I'm guessing not very often. Whenever someone doesn't choose your brand, it's because it's not obvious to them how much the value is greater than the cost. That's why you want to have a brand message that attracts your ideal customer so that you aren't one of those businesses wasting time trying to convince people to value and pay for something they don't already value. You want to increase the value-cost gap. To get someone to say yes to your offer, they have to feel like the value they are getting is greater than or minimally, worth the cost. So increase your value. There are three ways to increase the value-cost gap. Increase the tangible value of what they get. That's the principle behind buy one, get one free because they are literally getting more than what they paid for. Or increase the perceived value. This is often the strongest motivator and can cost…
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