Lost a big sale the other day, to a company I would have loved working with because they’re developers, they’re dead smart, their software absolutely rocks, and they have their heart in the right place.
We’d settled on a coaching programme, to build out a content campaign around the CEOs story and intellectual property and personal values.
Everybody on the team was on board with the idea, and all systems looked go.
But then it went awry:
“We’d rather promote our software based on its value, instead of based on our values”.
Ouch. Big and expensive mistake.
Because no matter how good a thing is, that’s not enough for people to flock to it – not in a viral or exponential way.
If all you’re doing is selling on quality, you fail to connect with your audience on an emotional level.
In my world, leading with values is the single best way to build a marketing narrative that creates an emotional connection.
Because it fits in with Seth Godin’s people like us, do things like this.
Creating that kind of click with an audience, that’s massive for rapport and buy-in.
But if you only speak of value and quality, you’ll be just another provider, shouting into the void, wondering why people won’t pick up your quality the way it deserves.
Whenever people meet a person or product or service, they need three questions answered, as per Chris Voss, the negotiation expert:
Do I like you?
Do I trust you?
Can you help me?
Speaking of value and quality answers the second and the third – but not the first.
And no matter what marketing or sales channel you use, you’ll get a TON more ROI on your efforts if you give people a reason to like you, based on values, on what you stand for and stand against.
Lead with values.
P.s. If values are already part of your branding and narrative but you’re not happy with your conversion rates, I can help.