Originally Written by Robyn Bloch | Revised & Updated by Carina Claassens

Value is one of the most important elements that people look for in products, services, companies and, most commonly, other people. The thing with value is that it might not be as obvious as one would think. People often do not recognise value for what it is worth – it is more of a given than a gift. If you do not communicate your value to all who favours from it, you simply won’t be rewarded for it. 



What is Value & How Do You Communicate it?

Value is mostly a perception; however, there are certain elements which are commonly accepted as being of value. What one person finds valuable, another may not necessarily. It is incredibly important to constantly communicate your strategy to your clients as well as the value of it. You need to go so far as to communicate your methodology - everything needs to be transparent: what works, how it works, what is successful, what isn’t and why. This way there is no room for your client to ever feel duped.

Being entirely straight forward also forces your company to take responsibility for the proposed strategy and implementation of it. It is good practice. It creates a relationship in which the client trusts the company because he or she understands the value the company is offering. A customer’s knowledge is restricted to the limitations of what you offer them.

As Henry Ford said, If I’d asked my customers what they wanted, they’d have said a faster horse. 

Value is not constant, its goal posts continuously change as time goes by and changes in technology take place. One needs to stay on-top of customer expectations and desires in order to be relevant and increase your value. Perceived value can be dramatically increased through simple communication. When value is communicated it is appreciated, when it is not it is taken for granted. 

Value Can Be Implied or Stated

Implied value is found in packaging – when a product is extravagantly packaged buyers assume that it is valuable (for example perfume). Stated value is found in spoken or written words. Woolworths, for instance, state much of their value by telling customers why their products are a cut above the rest. The stores are filled with posters displaying product value and benefits gained from buying certain products. 

As soon as perceived value drops, customers or clients expect less from a company and this leads to negativity. Think about this – when you visit a good friend and his hair is unkempt it would not bother you, because you know him and realise that this has nothing at all to do with his personality or the way he does his dealings. When a salesman, however, approaches you with unkempt hair or a stain on his suit, you would be cautious to give him much of your time, not to mention money or personal details. 

When we do not know a person or company well, we place all our focus on the little things, because this is all we have to base our impression on. The tiniest details can put people off doing business with a certain person or company. All of this comes back to the perception of value. Communicating your value will lead customers to understand why they can trust you. 

Don’t Over-Sell

Overselling yourself simply does not work. In the end your perceived value will not meet expectations and result in unhappy customers and negative reviews. There needs to be a deep understanding in both the company and customer. Efficient communication will result in an increase of perceived value. It is important to constantly keep your clients up to date with progress and obstacles regarding their projects. 

Having said all of this, amazing packaging, constant communication and a good approach won’t make you, your product or service valuable. What it all comes down to is that you provide REAL value and explain exactly what you are providing and how you are providing it. 

Sound Idea trains its clients for exactly this reason. We want them to fully understand the process and the projected outcomes of our content and social media marketing strategies. If you do this there is no room for misinterpretation and confusion. 
What do you think? Have you been misled because of over-selling or a false perception of value? 



Sound Idea Digital is a full service digital marketing agency that specialises in content marketing | 012 66 44 227 | info@soundidea.co.za

Carina Claassens is a Writer for Sound Idea Digital l carina@soundidea.co.za l @SoundIdea l www.soundidea.co.za