Your clients’ customers (& for that matter your clients) don’t care about the price of what they’re buying.
They do care though about what that price is relative to the value they’ll get from using that product or service.
But nailing down the ‘value’ that we offer as marketers is difficult.
There are 30 “elements” of value” that fall into four categories: functional, emotional, life changing, and social impact. A “Maslow’s pyramid” of how to communicate value in your marketing.
Russ walks us through the elements (first presented by Eric Almquist, John Senior, and Nicolas Bloch in HBR) and gives plenty of real-world examples, to help bring the conceptual to life.
If you ever struggle with writing ads, or even selling your own services, then this (part of) the course is for you.