In today’s value-first marketing environment, it’s important to give your visitors an item of value as soon as you meet them.  Give them a sample of the value you offer.  Demonstrate your expertise.  Let them taste the benefits you can deliver.  And on paper, it all sounds pretty straight forward.  But when it comes down to pulling the trigger, what’s your value item going to be?

Most businesses smart enough to employ modern marketing tactics get stuck on this one question.  In many cases, they’ve done the business for years and years but still have no idea what item of value they can provide.  This is a classic consequence of being focused on what you can deliver rather than what your customer wants.

For the past 100 years or so, marketing has focused more and more on the consumer and anyone wanting to build a business today needs to be completely focused on the customer to succeed.  What you can deliver is only relevant if it happens to intersect a genuine customer need.  The better approach is to decide what to deliver only after you’ve identified the unsatisfied need.

In the process of running your business, you have countless conversations with friends, family prospects or clients.  And in these conversations, there is almost always some little piece of information you might mention that always gets a good reaction.  Of course, this will be different for every business.  But we can all think about our own specialties and think of some statement people are always fascinated by and it’s precisely that statement that should form the basis of our value item.

Our world is full of information but certain statements seem to catch our attention more than others.  I have always found that connections between seemingly unrelated facts usually strike us as fascinating, primarily because they get us thinking differently than we’re used to.  It’s these fascinating pieces of information that contain real value and you need to identify the ones you use and then leverage them in your business.

Once you’ve identified your value item, you need to present it in an accessible way.  You need to have it available on your website and referenced in the written literature you provide.  In as many places as possible, you need to make the existence of this fascinating information known, luring potential customers in to take a closer look.

If your first-time business visitors find real value as soon as they arrive, the odds of starting a meaningful interaction goes up dramatically.  And studies have shown that even the smallest interaction increasing the trust factor for the visitor.  Indeed, a single click on a website almost doubles the odds of a sale.  So anything you can do to get visitors to interact with your business model will pay dividends in the sales process.

Tactical Execution is devoted to the successful implementation of revenue models.  It always boils down to sustainability.  If you can get your revenue model to a financially sustainable level, you’ve gone further than 90% of aspiring entrepreneurs.  Finding your value item is a great start to that process and we hope Tactical Execution can help you get there.

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