Ah man, how many businesses have been ruined by “adding value”.
Stop it.
I forbid you from adding value.
It will RUIN your business.
It’ll strip any profitability away from your bank account.
AND – it does the exact opposite of what you think it does.
It makes you MORE generic and MORE bland.
Businesses face three core problems that they have to solve.
- Find more clients and make more sales
- Make those sales profitable and sustainable
- Make the business as efficient as possible
When it boils down to it, that’s really what a business is.
In order to solve the first and second problem, of sales and customers and profit, businesses will look at their product or service and say one thing.
This one thing will kill your business.
“How can I add value to this product?”
You might as well ask “how can I make my product more generic and less appealing while also making it less profitable?” because that’s what you’re really asking.
Let me explain.
You probably sell some kind of marketing service to clients. And you decide that you want to make the product more appealing so that people feel more convinced to buy it.
Does that sound about right?
You’re already offering a SaaS, content creation, funnel building, ads and a bunch of other things.
Maybe, what you need, is a community?
And coaching calls?
And an AI agent for your clients?
And a plugin for their software?
Surely, adding all these things will make the service seem more valuable because they’re getting more stuff.
Right?
WRONG.
YOU ARE WRONG.
Customers are like toddlers with a cardboard box.
You can spend $100 on a brand new, cutting edge, interactive, $1Bn-startup-backed children’s toy.
But you and I both know that sometimes, the kid prefers the box.
Here’s the mistake.
Value has absolutely nothing to do with you.
You have zero control of the value.
The value of the service is entirely down to the perception of the customer.
Do you know when a customer is MOST happy with their purchase?
The second after they purchase it.
Because they feel their problems are solved.
The idea that they’ll be more happy with it by reducing your own profitability is insane to me.
I’ll tell you where to add value.
Talking more about THEM.
Talk about how their life will be better with what you already have.
Talk about how their business will benefit.
You can add value during the sales process, by making them feel that even getting on a call with you is an achievement.
You can add value by REMOVING services from your offer and focusing on qualification. Don’t add value.
