Added value is about giving more to your
customers than they could possibly get anywhere
else.
Most people today are value conscious.
It's not the price that matters most --
it's the value they get as a result, that
makes your widget worthy of the price.
Give far more in use value to your customers...
than you take from them in cash value. When
you offer more with every purchase, the
perceived value customers get from that
purchase increases. It's this added value
that gives you a clear and distinct advantage
over every other business selling similar
products.
The idea here is to pump up the value of
whatever it is you're selling. Make it far
more beneficial and worthwhile to the customer
to buy from you. You want to make the buying
decision a "no-brainer" in your
favor because of the tremendous added value
you offer.
Added value is as simple as throwing in
additional premiums with each purchase.
That might mean including a beautiful carrying
case with every laptop... a chef's apron
to go along with that new pasta maker...
or a quality tool belt with every power
drill. Many such premiums are available
in quantity from specialized suppliers and
at attractive prices.
An easy and low cost way to create added
value is to supply free printed reports,
audiotapes, videos, or CD's. The key is
to provide timely and relevant information
that the buyer will find extremely helpful.
Hopefully it's something he or she cannot
find anywhere else as well.
Often these "extras" can be reproduced
at a very low cost but the perceived value
they add to a product can be worth one hundred
times or more their actual costs.
A large part of effective copywriting is
having a strong offer. The stronger your
offer - the more appealing it is to prospects...
and the greater your chances of making the
sale. Many direct response experts concur
that if you want to improve your results
-- improve your offer. A better offer means
added value. Buyers get more goods for their
money.
To find excellent examples of value-added
marketing, look no further than your television
screen. You can flip on your TV at any time
of day or night and see plenty of illustrations
of added value.
The Ginsu Knife has been successfully sold
for years using this single concept. You
don't just get the one knife - you get several
- all for one low price. "Buy the world
famous Ginsu Deluxe and you also get this...
and this.... and this... and if you order
within the next 8 minutes, you'll also get
this special bonus accessory - absolutely
free of charge!" The marketers of the
Ginsu have sold millions of packages using
this value added approach.
Book and CD clubs also use the added value
concept to capture their share of this lucrative
market. How do they win over customers who
are used to buying their books and CD's
at the local mall? By offering tremendous
value up front. "5 Books For $5"
or "Choose Any 3 CD's FREE With Your
First Order" are added value offers
presented solely for the purpose of drawing
in first time customers.
Virtually any business could create added
value with simple information products.
Create added value, "inside information"
items that help your customers in some way.
It could be how to get more from their new
equipment... how to properly maintain that
equipment so it lasts longer and operates
trouble-free for years... or, how to use
your new widget 37 different ways around
the home or office.
Another option is to offer buyers related
information they're sure to be interested
in. For example, a strawberry farm could
offer a great recipe or two for delicious
strawberry shortcake, pies, or tarts. It
doesn't take much to create a perceptual
feeling of added value. This example is
a simple, inexpensive and appropriate added
value bonus.
Providing added value creates a win-win
situation where everyone is pleased with
the purchase. Your customers get more for
their hard-earned dollars and they're delighted
to tell friends and associates about their
positive experience. Added value brings
in more referral business. You gain more
loyal customers as word spreads about the
extra advantages that only your company
offers.
How can you increase the perceived value
of your offer today? A little creative effort
here can make your sales proposition much
more irresistible... and an irresistible
offer draws many more eager customers.
A free newsletter targeted at anyone interested
in selling more of anything is available
at www.makeyoursalessoar.com
Copyright 2001-2005 Robert D. Boduch
About the Author
Robert Boduch is an author of dozens of
best-selling books, reports and articles
on the art and science of selling. A free
newsletter targeted at anyone interested
in selling more of anything is available
at www.makeyoursalessoar.com
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