Written by: James Foo Torres, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
The word “value” has become ubiquitous. Retailers strive to deliver the optimum blend of product selection, quality, and value. Publicly traded companies message incessantly about maximizing shareholder value. Management consultants tell their clients the importance of the price-value model.
But to the average CEO and business owner, what does “leading with value” mean and can it be done effectively without blowing up the marketing budget? The answer is a definitive “Yes!” according to public relations and digital marketing experts.
At the heart of the success of many companies lies a simple truth many entrepreneurs overlook: it isn’t how much you spend on marketing but how much impact you get for your effort. In other words, smarter and more compelling strategies can accomplish more than bloated campaigns and “spray and pray” blanket marketing coverage. To master marketers this means beginning the conversation with information that has immediate usefulness (value) to the intended audience.
Micheal Pacheco, Founder of Boxer Media
A strong proponent of this high value approach is Micheal Pacheco, founder and managing partner at Boxer Media, a digital marketing agency based in Washougal, Washington, just outside of Vancouver.
"These days more than ever, achieving cost efficiencies without sacrificing results is on everyone’s mind,” Pacheco stresses. “When I develop a strategy for a client I begin by drilling down to understand who their ideal customer is and then creating compelling, engaging content designed for that specific audience. By meeting the customer where they go for information and earning his or her trust, you're creating goodwill, building brand, and gaining trust. In this way you own the conversation because you're initiating it. That's priceless.”
On the subject of how branding can multiply the value customers perceive in a company’s offerings, Pacheco points to the legendary marketing prowess of Apple.
“Look at the difference between Apple and Hewlett-Packard,” he says with a grin. “These are two perfectly capable computer companies, yet they have vastly different market valuations. Apple is the most valuable company on the planet at $2.5 trillion in comparison to $26 billion for HP. You often hear people say how much they love their iPhone, iPad, AirPods, but where have you ever heard someone say ‘I love my HP laptop’?”
“Without the underlying emotional connection Apple has worked decades engendering,” he adds, “their brand simply wouldn’t resonate nor would their products command such loyalty, not to mention premium prices.”
“Every entrepreneur and business owner should aim for an emotional connection which is what can be created with frequent, meaningful, and value-driven content”, he adds.
Kelly Gordon, Founder of Dapper Codes
Another crucial aspect to messaging effectively is projecting credibility and catering to the “what’s in it for me?” mindset of prospects, says Kelly Gordon, a lead generation expert and founder of Dapper Codes, a digital marketing agency.
“Getting people to listen to what you have to say ultimately boils down to whether or not they believe you can truly deliver value,” she comments. “It’s just human nature to be interested in meeting one’s own interests.”
With a tight focus on highly specific markets which include credit repair/debt consolidation, health and life insurance, and faith-based health sharing organizations. Gordon says she helps her clients lead with what she calls “high impact” social media posts and other forms of online messaging.
“People are busy, distracted, and looking for instant gratification, so it’s important to get right to the point,” she states. “That begins with knowing where your target customer spends their time online digesting information and entertainment.”
To deliver strong performing campaigns which result in a large volume of leads and conversions, Gordon advocates avoiding marketing gimmicks and keeping it simple.
“Marketing isn't rocket-science, but it is a very creative pursuit. Your marketing team should do the research first so they know everything about your audience before they go down the wrong path and waste time and budget.”
Unlike many marketing “gurus” who base their efforts on “gut instinct”, Gordon uses a well-defined process which she recommends anyone determined to get results should use.
“We call it the Triangulation Method and it has worked for our agency for roughly twelve years. The three components are brand positioning, strategic marketing initiatives, and a tightly aligned sales process designed to reap the benefits of the other two. This is the backbone of how we have delivered exceptional results for our clients.”
David A. Perez, Author of Building Your Own Economy
In addition to delivering value even before a prospect becomes a client, it's hugely important to provide actionable advice which can be used right away, says David A. Perez, a tax strategist and founder of five financial service companies which collectively gross over 10 million dollars a year.
“You must give them something they can act on immediately,” he says. “For example, in my consulting with tax consultants I train them to start the conversation with clients by saying things like ‘here are the seventeen little known but most powerful tax deductions that every business owner must use today to maximize their return’. Does that get their attention? Well, of course!”
He adds that by leading with such strong value makes it clear this is advice which will instantly have a positive impact on the bottom line. When it comes to his own branding, Perez says everything about his Tax Savings Strategy company and Tax Growth Con annual conference for tax professionals is about positioning with authority.
“If you feel that I’m giving you something of great value and I’m uniquely qualified to serve your needs and solve your problem, that equates to becoming the voice of authority for that audience”, he explains. “Building trust is also foundational to great branding. You must give before you take. If I start by delivering value in my messaging to you, hopefully you’ll come back. I see so many business owners starting the conversation by saying ‘I’d like to help you’ when they should be just helping right out of the gate. Give before you ask is my motto”.
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James Foo Torres, Executive Contributor Brainz Magazine
James Foo Torres is a renowned Public Relations Strategist, a host of a top 1.5% of podcasts in the world, a bestselling author and an international bestselling author. He is best known as Foo, founder of CEO of Imperium Authority. Following his service in the Air Force, Foo launches his company with the mission of amplifying the positive impact of exceptional leaders. Foo always aspired to be an entrepreneur and run his own business. Born and raised in Puerto Rico, his firm is popular in America and gaining international notoriety. In the last few years, Imperium Authority has helped accelerate the growth of a wide spectrum of brands and companies in various markets.
