So where is the value?
A couple of weeks ago, I canceled a subscription to one private club, and after that client-manager contacted me to convince me to stay.
His logic of persuasion was straightforward: I simply do not see the value of a subscription, although they are very cool and their future topics are quite relevant these days.
I wasn’t rejecting instantly and decided to analyze my decision carefully first in order to once again doubt myself. Oh my, again?! 🙄 To do this, I selectively talked with other members of this club to understand what they value there.
Can you imagine I came to the conclusion that the most important thing this subscription gives is to stay among the people you want to equal and unconsciously compete with them? As for me, it is more looks like a thirst for communication.
Bear in mind, most people don’t see those values that we don’t show to them for various reasons or don’t focus their attention on them.
I think the most popular value types are:
- A way to appear to be somebody we are not yet
- A pleasure we can afford
- A benefit that is stronger than our laziness
Let’s look at examples.
“Become a member of our community.” What exactly will this give me? A new status that confirms respect in the eyes of others? And I shouldn’t spend my energy to prove it?
“Communicate.” What benefit or pleasure will I get from this? Why can’t I communicate outside of your platform?
“Learn.” In general, learning is really a benefit, but “learning”, as a process itself, for most people, is not a pleasure, especially when it is improperly built.
“Subscribe to useful information.” Information must be read. That’s too lazy to read, it’s easier to watch a short video. And what’s the benefit here? It’s more like a small benefit.
“Achieve great results.” No comments!… What I will get is very unclear to me. How much effort, time, and money I must spend to get this is also unclear. And where is the value here?
I remember a couple of months ago I received a letter with an already issued certificate that my company took 2nd place across the country in a certain category.
It said that I was invited to participate in the prize-giving ceremony and that they would stream it on TV.
Frankly, I was hooked, and I was even ready to make a contribution to participation.
Explicitly expressed value – to get on TV and in front of numerous people to receive an award, in other words, it means to become recognized by the whole country… well, that’s powerful!
However, to be frank, I decided not to take part for other reasons.
But we are not talking about that now. The value! The most important thing I want to say is that the more primitive and literal we are able to explain the value of our product, the more users will be able to see this value and, last but not least, agree with it.