When it comes to pricing and positioning your brand, services and products in the marketplace, it is more about the value you provide to potential clients than anything else. And to be effective, its important to center the focus of your content, marketing and products/services around your ideal client, NOT your business or brand. What VALUE are you providing him or her?
Not making your products and services the central focus of your business seems counterintuitive. It seems like a no-brainer to talk about how much the products and services you offer can help your ideal client solve their problems.
But keep in mind an important rule of thumb. Unless you’ve been referred by someone else, your potential clients aren’t searching the web for YOU specifically. They are looking for a solution to a problem they face. They are focusing on their life, their problem, and a solution to that problem in order to make their life better.
Ultimately they don’t really care about you unless you can solve their problem. But first you have to cut through all the noise they’re wading through online. How best to do that? Talk about THEM. Make them the center of your story, the key element of focus of everything you say and do, every product/service you offer, and every piece of marketing copy you write. Unless you’ve been recommended by a friend or peer, they aren’t going to spend a great deal of time on your site trying to figure out if you’re a good fit for them. You need to let them know immediately that yes, YOU SEE THEM, you UNDERSTAND their problem, and you have a solution to that problem. If they can’t see themselves in your content, they will just see it as more noise and move on.
Looking at it another way, as Donald Miller explains in his book Building a StoryBrand: Clarify Your Message So Customers Will Listen (affiliate link), you are not the hero of your brand’s story. Your client is. You are the guide they seek in resolution to the problem they have.
You are the Yoda or Obi Wan Kenobi to their Luke Skywalker.
So when you frame the answer to the question I posed, what value does your business/products/services provide to your clients, answer it within the context of your ideal client being the main character or main focus of your brand’s story. Help them see you as the ultimate guide, resource or help they are seeking.