My fav topics are: how to not rely on social media as a primary path toward growth, how to understand data so you can create better content, and how to use planning and productivity techniques to better market yourself online.
Raise your hand if you're tired of hearing about "value"
Hey Reader,
Happy Friday to ya. How's your weekend been?
I won't lie.
Most days I roll up to Friday morning with a white flag and a prayer for NOTHING TO HAPPEN.
Today? Our car died. Same way it died 3 months ago. And 3 months before that. So we submitted it to the "lemon buy back program" for the make we own. Fingers crossed they buy it back because it's totally a lemon and not the kind you can make a delicious lemonade from.
But from how I try to live life... which is moment to moment because you never know what's going to happen... I'm just happy we've got a plan.
And that it's the weekend. I've got a rum and coke. Brisket in the oven. Friends on the way over. And this email open, writing to you.
Let's talk about something we're all sick of.
VALUE.
How many times have you heard a "guru," "expert", rando on IG or TikTok or the internet at large... talk about "value" as it relates to your customer journey, marketing, etc?
I'm a marketer. I hear it all the freaking time.
"Value" has become, sadly, a buzzword.
Sadly because "value" is important.
But, for whatever reason (sales???), "value" has become a concept tossed around in marketing advice as something to focus on.
Which is solid advice.
The issue?
When "value" is not defined.
Rarely do you see these experts/gurus/baby yodas explaining what "value" actually means.
So let's dig into it.
What the heck is value anyway?
There are 2 things to know about "value".
Number 1: Value is relative.
Meaning.... the benefit of "value" is in the eye of the reader / beholder.
AKA, your target audience.
As is relates to what you sell... what does your target audience/market find "valuable"?
In other words, what's their desire?
Finding something valuable means you're willing to invest in it. Because you already know it will benefit you, either immediately or in the long run.
It's easy to pinpoint your target market's surface desire.
In my case? You want to know how to create an online marketing strategy.
That's the surface desire.
But it's my job, as a marketer, to dig a little deeper.
Below that is another desire.
It's the desire to create a marketing strategy that works indefinitely.
Because you're tired.
Of changes. Analytics. Pixels. Contractors. Copy. Landing pages. Automations.
ALL.OF.IT.
Your deeper desire, therefore, is a timeless online marketing strategy.
Which is, admittedly, a bit like a needle in a haystack. But not impossible.
What's the deeper desire of your target audience / market? The desire below the surface one.
That's really where "value" lives.
This matters because uncovering that deeper desire enables you to create content of value.
So when people talk about "value", this is what they mean. Creating content that resonates, because it speaks to that deeper desire inside your target audience or market.
Number 2... there is no number 2.
I mean. It's as simple as the first thing, Reader.
Value is truly relative.
So tapping into what your target audience finds "valuable" is imperative.
If you need help with that, you should revisit the Marketing Strategy Generator. It's literally about this! Have you filled it out? If so, it's time to activate the info there. If not, get started :)
Need help getting your Generator filled out? Book a session with me. And I'll work with you on it. We'll fill it out together on a recorded Zoom. We'll get a plan situated. And you'll be good to go. I promise.
That's it, Reader. I kept it short today. Because it's almost 7pm my time and I'm tired!
Have a great weekend,
Amanda
Hi! I'm Amanda Rosen.
I'm an online marketing expert who focuses on customer experience first.
My fav topics are: how to not rely on social media as a primary path toward growth, how to understand data so you can create better content, and how to use planning and productivity techniques to better market yourself online.
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