Start with the “why” of this product
What if you opened up your backdoor for clients to understand why your product exists?
One of the things I love the most from The Economist is their innovative approach to offerings and pricing. A while ago, they started a free weekly newsletter for subscribers which described how they decided on every week's cover. They already had a newsletter that shows you how to read their magazine by sharing the editor's pick, but their Cover Story newsletter takes one more step towards sharing value with their readers. This way, the newspaper takes you back stage, and shows you their thoughts, processes and draft-editions to get to the final cover. What’s more, they show us how they work and what they are willing to communicate, as well as the improvement process that a cover involves, so you can see their intentions rather than the product.
Don't you think that's a clever approach for showing the value of the magazine, besides the content?
In fact, the cover shows me a result that I (as a client) already know when buying, but not where it comes from. So, I wonder what if I described to my clients and prospects why (and not how) I created specific offerings and/or value. Could this become a point of self-identification, so they can raise their hand to say "Yes, that's exactly what I'm facing"?
I keep telling my clients to explain how to use their products and services to increase the value they get from them and, in consequence, generate more business through cross-selling, up-selling or referrals. Now you can add a new approach by introducing needs your clients and prospects didn't realize or didn't sufficiently recognize as important.
Grab a piece of paper or open up an electronic note or document, choose your main offering (or the one you're willing to promote) and write down how you ended up with it so your clients can understand “Why” you created it.
© Oriol López 2022