March 2016

Why is Massive Value a concept which is sadly M.I.A. in many businesses today?

Most often, it comes down to a lack of these 3 qualities in their organisation:

*Inspiration

*Innovation

*Generosity

1. INSIPID INSPIRATION

The Cardinal Rule of all Marketing can be summed up in three words: DON’T BE BORING!

If you are sending out an insipid, vanilla, tastes like cardboard message to your audience . . . are you at all surprised they are not responding to it?

Equally important is the ENERGY with which you convey your message.

Next time you are at your local markets, walk around and observe the energy of the vendors . . . most of them will be quiet and reserved, only speaking when spoken to, waiting for customers to approach them.

However, there will often be a charming, outgoing seller who commands attention, interacts with customers with positive energy and always attracts a crowd.

Which vendor do you think will sell more products?

You need to BELIEVE in what you are selling, believe in the value it offers to your customers, that it is a positive experience in their lives.

Passion will close more deals than any clever marketing slogans ever could.

GENUINE BELIEF + POSITIVE ENERGY – BORING/VANILLA = MASSIVE VALUE

2. NO INNOVATION

Business is constantly evolving.

You need to adapt, evolve and pivot your way to success.

And mostly, the adaptation will need to come in the Media which you are using to covey your message.

The internet really has changed the game forever.

Google Adwords and Facebook PPC may have worked in 2014 to generate the majority of your new leads, yet in 2016 Snapchat could be your next big traffic source winner.

All horses eventually go lame.

You need to know where your customers are and how to best communicate with them.

Sometimes all it takes is a little innovation.

And a shitload of A/B Split testing.

INNOVATE  + TEST/MEASURE  =  MASSIVE VALUE

3. GREED

This is where it can get ugly.

The cold hard truth of why most businesses will not survive is because their owners are Greedy Pigs.

A robust, long term sustained business can only grow where its customers are receiving Massive Value.

The simplest way to describe Massive Value is – giving so much more Value than your competitors.

Whether it is Massive Value built into the product (an innovative twist, a unique design, better results) or Massive Value built into your service (expert knowledge, impressive customer service  – fast, courteous, reliable)… there is a COST to creating a massive value experience for your customer.

The cost may be in money, in effort or in energy . . . whatever the cost may be – MAKE SURE YOU ARE FOOTING THE BILL, NOT YOUR CUSTOMERS!

Short term, if you give more value to your customers you will bring in less profits.

Long term, your value being so much higher than your competitors, your business becomes the ‘ONLY LOGICAL CHOICE’ (OLC) for your customers.

When you become the OLC, something magical happens.

Not only will these customers stay loyal until the end (as long as you keep up the massive value) . . . they will actually sing your praises at every opportunity to friends, family and peers.

The referrals from these outspoken fans are often the warmest leads you will ever receive.

They have come from a trusted authority who has not been incentivised to sing your praises – they actually can’t help it because they are so impressed!

So stop being a greedy pig and think long term – focus on the Lifetime Value of your Customer (a concept to be discussed in definitive detail soon).

If your thoughts about your customers are: ‘How much money can i make from them?’ – you are asking yourself the wrong question.

The key question is:

‘How can I give my customers more value, such MASSIVE VALUE they will become loyal long-term customers and raving outspoken fans?

In a Massive Value World . . . GREED IS NO LONGER GOOD.

MASSIVE VALUE – GREED = RAVING FANS FOR LIFE!

Massive Value to the last breath,

Ben