For the life of me I can’t understand why this question is not uppermost in every entrepreneur’s mind day-in and day-out – “What does my customer REALLY value?“Â
It doesn’t matter what you sell…information, entertainment, physical products, services, etc…each time someone buys something in your market they make a highly emotional decision on what they feel will offer them immense value in their lives.
For example, let’s examine how to achieve business success selling information about weight loss or a diet system.
Sometimes we look at surface value and believe that “The person who buys a diet book wants to lose weight”
Seems logical enough right?
Yes, but buying decisions are not made based on logic, they may be justified along logical lines of reasoning, but the decision to WANT something and then select something to buy is purely emotional based on one’s judgement of value toward helping them achieve their desired outcome.
So, when someone decides to buy a “diet system” (ebook, book, course, etc…) they will buy because:
1. They value the RESULTS that you show others have gotten (since they have most likely tried diets before and have not seen the results)
2. They value the energy and vibrancy that is promised from the diet since that’s what they believe weight loss will bring them…in other words their inability to manage stress, meet people, fall in love, and be happy is emotionally tied to the extra 20lb they are packing.
3. They value that YOUR diet system is more painless than other diet systems because secretly they KNOW they cannot follow a strict diet…so if you have a system that is simpler, less painful requiring less change, you will have a diet that is valued higher than your competition.
The bottom line here is that when you construct or renovate your business, yes you want to identify markets and yes you want to identify what people are buying in this markets, but as we help you in InfoMarketer’sZone, we also want to put our finger on the VALUE you bring to the market in the eyes of your customer.
Knowing the emotions that drive your prospects enables you to position your products with maximum value into your marketplace.  Do this and you will have put your finger on the money-trigger as your prospects will not be able to stop themselves from having your products and services.
