This is why people are not buying your product. But there is a way to fix it

This is why people are not buying your product. But there is a way to fix it

Many companies seem to assume that their target market decides on which product or service to go with, based on their particular features. However, while the features of a product have relevance when it is being differentiated from others of the same kind, it is not the first thing a consumer looks for when making a choice about which brand to look at.

The reality is, when consumers are looking for a particular service or product, most are searching for ‘benefits’ rather than features. In other words, they’re looking for the product that will deliver them the highest perceived value.

For a business to be able to communicate value to its customers, it must first understand what that is.

What is customer value?

Once again, customer value does not refer to products’ qualities or features. A product’s features, including price, is only one of the many value drivers that can influence how much benefit a consumer perceives that a product delivers.

In simple terms, customer value is an overriding sense of satisfaction. It’s the result of a subconscious measurement that a consumer makes when they consider the difference between what a consumer feels they get from a product, and the action they must take to get it.

What influences customer value?

Each consumer is different and so what they value is subjective. However, to stay competitive businesses must understand their market well enough to create value propositions that make their particular audience choose them and not their competitors. For example, some factors that influence consumers to lean towards or away from a product include marketing, branding, price, past or current experience with the product or something related, and personal bias based on word of mouth.

Obviously, like consumer taste, these factors cannot be controlled but only influenced. However, to create the most attention and effectively drive the sales it desires, it is important that a business tries to understand what their particular audience values and consistently looks for avenues to deliver it to them.

The benefits

A good example of how a clear communication of value can benefit a business is Apple. When Apple brings out a new phone, consumers presume that it will be easy to use and of a certain level of quality. However, if another smartphone brand entered the market and created a nearly identical phone, it would likely struggle to compete because the consumer would not have the same perceptions of its brand. This scenario also indicates why products are not just identified by their features. Even if the second anonymous phone was cheaper than its Apple counterpart, it would still not create the same perception of value for consumers.

As consumer value is the main deciding factor on whether someone purchases a product, it is easy to see why it’s so crucial to understand.

Do you feel like your particular product or service is worthy of attention but your marketing and advertising is not generating the consumer conversions it deserves?

When you’re ready, our team is here to help you deliver the value you need to succeed.

Not getting the engagement you need on your content? Here’s how you can motivate readers to act

Not getting the engagement you need on your content? Here’s how you can motivate readers to act

Often called the ‘Information Age’, there is no disputing that the time we live in considers information as everything.

With the internet at our disposal, content is everywhere and answers to our problems are just a click or two away. But, what is often underestimated is the role that copy-editing can play in how consumers choose what content to trust.

What is copy-editing?

Copy-editing is like a style guide for words. As its simplistic name suggests, this type of editing does include editing in the ordinary sense as it is a process ensuring content has the correct spelling, grammar and punctuation. However, copy-editing also goes a step beyond these basic mechanics.

Just like effective branding is no longer determined only by a business’s individual visual aspects, copy-editing is not just individual ways of proofreading content. It is a tool that ensures every written word appears mistake-free and altogether professional, and the content in question clearly supports the business’s goals that they are trying to communicate.

In other words, if an individual piece of content was a bone, copy-editing examines the entire skeleton. By assessing the consistency of visuals, spacing, typeface and tone, copy-editing ensures that all the content a business produces works together harmoniously. Its process is an important part of creating brand consistency and how a company creates a distinct voice and personality that a consumer can trust.

So why does a business need copy-editing?

The right choice and use of words can make all the difference to a sales pitch, and a punchy call-to-action can be a real game-changer. Professional copy-editors are skilled at looking over content to ensure it skilfully articulates a business’s offering and motivates the reader to act.

In other words, as a consumer’s first impression of a business, its copy needs to perform. Prospective clients’ time is valuable and in a saturated market, a business has limited opportunity to make an impact. If a headline isn’t catchy enough or an opening paragraph doesn’t hook the reader, potential clients will simply look elsewhere.

Do you need assistance with your business’s copy? We’re here to help when you’re ready.