All business comes down to this one equation
When was the last time you got a takeaway delivered? Or tried some new AI software that promised to revolutionise your inbox? Or asked around for a cheap accountant?
Every day we are looking for solutions to all sorts of problems. And like our customers, we make quiet trade offs between cost and something that's important to us; I'll pay extra to get the takeaway delivered because I don't have the energy to go and pick it up. It's called the Value-Price Equation and we all use it.
Why value just got more important
Right now, your customers are watching every dollar. Loyalty is being tested. Spending is being squeezed. And the businesses that win this winter won't be the loudest — they'll be the clearest.
If your website, your social, and your AEO (answer engine optimisation) strategy aren't laser-focused on what your customers actually value, you're already losing ground. Every post, every page, every product description needs to do one job: speak directly to the features and benefits that matter most to them.
The question then becomes, how do I know what my customers value. Check this out 👇
Once you've nailed what matters to your customers, don't take your eye off it. Economic conditions shift. People move into new life stages. A revolutionary tool lands and changes everything overnight. What mattered last year might be table stakes now — and what's making you stand out today might not even register in twelve months' time.
As I said to a client last week, the horse and cart served us well for a long time, but no amount of marketing is going to get a customer out of their car and back in one. (Although I might be eating my words if the fuel crisis gets any worse.)
If you'd like someone objective to dig into why your last customer actually left — or what matters most to the ones you've still got — you know where to find me.
