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Thursday, November 5, 2015

Communicating product value to customers

Even if a product is a quality one, it would not automatically fly off the shelves once launched. It needs marketing.
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Just because one has a product manufactured, does not mean your target consumers know its value. Value is something you have to communicate to potential customers while the product is still in development, especially prior to launch.

The best time to start communicating the value of your product is during the product testing stage. This is the stage where you see if the product and the standard components you used to create it can withstand real-world use cases. Since this usually counts as a soft launch, it's a good enough platform to start showing the utility of your product to your target market.

Before people buy a product, they ask themselves: what is in it for me? And you need to tell them. But how do you make sure they know the value of the product you are trying to sell them? Here are a few tips to help you create value in the eyes of your potential customer.

Value meaning

Find out what value means to your target consumers, before you get your product manufactured. Ask yourself what immediate benefit the product provides to your prospective customers. The answer will form the foundation of making a promise to them that will resonate on a personal and emotional level, which is what sells. Consumers love it when people come with a solution to a problem that is causing them great distress.

Tell consumers

On top of promising them that the product can solve their problem, it helps to show customers what value will the product provide. Luckily, we live in an age where high-quality video is cheaply produced and there are plenty of platforms to share it.

Show the value

Showing the product is the solution to their problems can go a long way. But to make this great value position sink in, you can actually show them how to make the most of them. This can be in the form of useful product guides that are delivered in multiple formats, such as PDFs and video.

Differentiate the product

If you are selling an electric device with a lithium ceramic battery, for example, just know that you will not be the only one on the market doing this. Competition is to be expected in any market, and all your competitors will also be trying to communicate the value of their product to the same consumers. Distinguish yourself from your competitors by going the extra mile to communicate your value to them.

Try different methods

When getting customers to know the value of your product you will probably employ a number of advertising methods – its part of the process when you bring an idea to life. This is because there’s no one-size-fits-all solution to reach the most customers. Some methods work and others don’t. So don’t be afraid to mix and match until you narrow down which ones work.

Launching a product does not mean your company is a success. You still need to drive sales to ensure continued existence and growth. Consumers are interested in the value your product will bring them, and you need to communicate that as early as possible. With the tips outlined above, you can create value in the eyes of those you wish to purchase your product.