Two weeks ago, I promised we were going to look at how branding and a great sales copy can increase the value of your product or service.
Now that I think about it, they are two broad subject matters. However, we can split it into two or talk about them together because they go hand in hand.
We said for your product to be indispensable, you have to make it useful. The second which is as important as the first or probably more important than the first as some would argue is Branding and a Great Sales copy.
If your product is genuinely one of a kind, you have to make your clients understand why they need it and show them what they have been missing.
Your business probably involves a lot of work, from ensuring the products you produce are of a high standard to ensuring that they are environmentally friendly to ensuring customers satisfaction. I get its all hard work. Your clients, however, see only one thing. Your company brand.
Everything in life is “perceptions.” There are no superior products. There are only superior perceptions in consumers’ minds.
Let’s not beat around the bush. There are plenty of other businesses out there that offer products and services similar to what your business offers. What would make yours different? Why would your customers choose you over all the other options out there?
The physical value of your products may be easy to calculate, but your consumers’ perception is what really determines the value of your brand and products in the marketplace.
Because of this, your ability to build value into your brand and communicate that value to customers through your marketing is important for the long-term success of your company.
Let me give you one final example before I drop my pen.
J.K. Rowling, you remember her. The lady that wrote Harry Potter that sold more than 450 million copies, this is minus the pirated copies some people had to download online (I believe you are not one of them). She decided to write another novel under a different name (Robert Galbraith). Guess what? She sold less than a thousand copies. It had everything the first book had with the exception of one thing the brand name. We both know that anything hidden would eventually come to light, word got out that she wrote the book and in a few months the book sold 1.1 million copies. Yeah, that’s how I opened my mouth too.
Now let’s talk. What’s more important, the book or the author? What’s more important, the product or the brand?
Don’t worry next week we would speak about the sales copy. However, if you want to learn more about branding, just click here.