Communicating Value To Boost Ecommerce Sales

Users determine whether your products are right for them in just 1/2 a second. If you're leading with discounts, you've already lost the game... First impressions don't just matter, they're everything in the digital world. Half a second is all it takes to form a lasting anchor in your customer's mind. Yesterday I spoke with an ecommerce brand selling premium products at premium prices. The first thing visitors see on their site? A 15% discount offer. This undermines everything they've built. The psychological principle at play here is called anchoring bias: whatever users see first becomes the reference point for every decision that follows. So when your homepage leads with "15% OFF!" you're telling customers price is your main differentiator. You've just anchored your brand as a discount option, even if you sell luxury goods 😳 This has devastating long-term effects on perceived value. Customers trained to expect discounts will wait for sales rather than buying at full price. They'll question the value of anything that isn't discounted. The data proves this approach is deadly for conversions. For one client, we shifted focus from discounts to their unique value proposition: "the best guarantees in the industry." This simple change in anchoring generated over $1.1 million in additional sales. The initial anchor point set customer expectations for the entire journey. When we positioned the brand as premium rather than cheap, customers responded accordingly. Take a hard look at your website's first impression: ↳ Are you anchoring on value or on discounts? ↳ Are you setting yourself up for sustainable growth or a race to the bottom?

𝗜𝘀 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗮𝘁𝘁𝗿𝗮𝗰𝘁𝗶𝗻𝗴 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀? 𝗢𝗿 𝗶𝘀 𝗶𝘁 𝗮 𝘄𝗼𝗿𝗱 𝗯𝘂𝗳𝗳𝗲𝘁 𝗼𝗳 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝘀 𝗮𝗻𝗱 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀, 𝗹𝗲𝗮𝘃𝗶𝗻𝗴 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘁𝗼 𝘀𝗼𝗿𝘁 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘁𝗵𝗲 𝗺𝗲𝘀𝘀? Most of the time, you're making the 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘄𝗼𝗿𝗸 𝗵𝗮𝗿𝗱 𝘁𝗼 𝗱𝗲𝗰𝗶𝗽𝗵𝗲𝗿 the value your products & services bring to them. Don't despair: here's a powerful tool to help you create impactful messaging that resonates with potential customers.  It's called the 𝗧𝗵𝗲 𝗩𝗮𝗹𝘂𝗲-𝗕𝗲𝗻𝗲𝗳𝗶𝘁-𝗙𝗲𝗮𝘁𝘂𝗿𝗲 (𝗩𝗕𝗙) 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗩𝗮𝗹𝘂𝗲 Begin by addressing the underlying personal values that drive your audience's behavior. This sets the stage for why your product matters to them on a deeper level. Instead of: "Our software has advanced AI capabilities." 𝗗𝗼 𝘁𝗵𝗶𝘀: "Empower your team to make data-driven decisions that drive business growth." 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗕𝗲𝗻𝗲𝗳𝗶𝘁𝘀 Showcase the direct advantages your offering provides to the customer. This answers the crucial question: "What's in it for me?" Instead of: "Our platform features real-time collaboration tools." 𝗗𝗼 𝘁𝗵𝗶𝘀: "Boost team productivity by 30% with seamless communication and project management." 𝗦𝘂𝗽𝗽𝗼𝗿𝘁 𝘄𝗶𝘁𝗵 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝘀 Use specific product attributes to back up your claims and provide concrete evidence of how you deliver value and benefits. Instead of: "Our solution uses machine learning algorithms." 𝗗𝗼 𝘁𝗵𝗶𝘀: "Leverage cutting-edge AI to automate repetitive tasks, freeing up to 5 hours per week for strategic work." 𝗞𝗲𝘆 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝘀 𝗳𝗼𝗿 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝗩𝗕𝗙 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 1. 𝗞𝗻𝗼𝘄 𝗬𝗼𝘂𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲:  Conduct thorough research to identify your target customers' pain points, goals, and desires. 2. 𝗖𝗿𝗮𝗳𝘁 𝗮 𝗦𝘁𝗿𝗼𝗻𝗴 𝗩𝗮𝗹𝘂𝗲 𝗣𝗿𝗼𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻:  Clearly articulate how your product solves customer problems better than alternatives. 3. 𝗗𝗲𝘃𝗲𝗹𝗼𝗽 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗣𝗶𝗹𝗹𝗮𝗿𝘀:  Create 3-4 core themes that support your value proposition and resonate with your audience. 4. 𝗨𝘀𝗲 𝗖𝗹𝗲𝗮𝗿, 𝗖𝗼𝗻𝗰𝗶𝘀𝗲 𝗟𝗮𝗻𝗴𝘂𝗮𝗴𝗲:  Avoid jargon and communicate your message in simple, compelling terms. 5. 𝗣𝗿𝗼𝘃𝗶𝗱𝗲 𝗣𝗿𝗼𝗼𝗳:  Incorporate data points, testimonials, and case studies to substantiate your claims. 6. 𝗧𝗮𝗶𝗹𝗼𝗿 𝗳𝗼𝗿 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝘀:  Adjust your messaging to address the specific needs of various customer segments. 7. 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀𝗹𝘆 𝗥𝗲𝗳𝗶𝗻𝗲:  Regularly update your messaging as your product evolves and market conditions change. Remember, effective messaging is about showing customers how your product/service will improve their lives or businesses, not just listing features. Don't make customers work to decipher the value. #marketing #positioning #valuemessaging

Everyone talks about differentiation, but hardly anyone tells you 𝑯𝑶𝑾 to do it. Most people (especially founders) think they know, but they forget they have rose-colored glasses on. Here’s how you differentiate and communicate value to buyers. You must do all 5 things. No cutting corners. 𝐕𝐨𝐢𝐜𝐞 𝐨𝐟 𝐭𝐡𝐞 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐨𝐧 𝐛𝐮𝐲𝐞𝐫 𝐩𝐚𝐢𝐧 𝐩𝐨𝐢𝐧𝐭𝐬 Understanding customer pain points is crucial because it ensures your product messaging directly addresses the challenges your customers face, making your product indispensable. – Use surveys, interviews and feedback sessions to continuously gather insights. – Map pain points to specific features of your product that alleviate these issues, strengthening your value proposition. – Use customer language in your marketing to reflect their concerns and solutions. 𝐒𝐚𝐥𝐞𝐬 𝐢𝐧𝐭𝐞𝐫𝐯𝐢𝐞𝐰𝐬 𝐭𝐨 𝐥𝐞𝐚𝐫𝐧 𝐰𝐡𝐚𝐭 𝐫𝐞𝐚𝐥𝐥𝐲 𝐰𝐨𝐫𝐤𝐬 𝐚𝐧𝐝 𝐝𝐨𝐞𝐬𝐧'𝐭 Sales reps are on the frontline and often closest to the buyers. – Conduct regular debrief sessions with sales teams to gather qualitative data on customer reactions and objections. – Create feedback loops where sales insights inform marketing messages and product roadmap. – Enable GTM teams on the nuances of the value of each product. 𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐀𝐧𝐚𝐥𝐲𝐬𝐢𝐬 𝐭𝐨 𝐇𝐨𝐧𝐞 𝐘𝐨𝐮𝐫 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐨𝐫𝐬 If you don't know your customers, you can't determine how you're different. – Identify and monitor key competitors and analyze their product capabilities and GTM strategies. – Never publicaly bash competitors, but rather highlight strengths of your product that are competitors' weaknesses. – Update competitive insights regularly and have a process to communicate those to the team. 𝐈𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐀𝐧𝐚𝐥𝐲𝐬𝐭𝐬/𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬 𝐭𝐨 𝐁𝐮𝐢𝐥𝐝 𝐂𝐫𝐞𝐝𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐟𝐨𝐫 𝐘𝐨𝐮𝐫 𝐀𝐬𝐬𝐞𝐫𝐭𝐢𝐨𝐧𝐬 Leverage the trust and credibility of others to extend your reach in the market. – Engage with analysts and influencers who align with your product’s niche and audience. – Provide them with detailed product demos and use cases to help them understand and advocate for your solution. – Leverage their content and recommendations in your marketing to strengthen trust and authority. 𝐌𝐞𝐬𝐬𝐚𝐠𝐞 𝐓𝐞𝐬𝐭𝐢𝐧𝐠 𝐭𝐨 𝐄𝐧𝐬𝐮𝐫𝐞 𝐈𝐭 𝐑𝐞𝐬𝐨𝐧𝐚𝐭𝐞𝐬 𝐰𝐢𝐭𝐡 𝐁𝐮𝐲𝐞𝐫𝐬 Always be testing to ensure you still have message/market fit. – Use A/B testing on different messaging elements across your marketing channels. – Gather and analyze qualitative feedback on messaging. – Iterate based on performance data, refining your message to optimize clarity, impact, and relevance.

Marketing Won’t Scale Your Business. This Will. Most people think marketing is the key to growing an eCommerce brand. But here’s the truth: 💡 If you can’t clearly explain why your product is different, you’ll struggle to sell—no matter how much you spend on ads. Messaging is everything. If you can’t answer these questions immediately, you have a problem: ✔️ Why should someone buy from you instead of a competitor? ✔️ How does your product fit into your customers' lives? ✔️ What’s the real transformation or benefit you provide? ✔️ When does someone use your product? What’s the exact use case? ✔️ What problem does your product actually solve? 👉 Because here’s the truth: No one cares about your branding, pretty images, or clever slogans. People only care when they see why your product matters to them. If you want people to click your ad, open your email, and actually buy, your messaging needs to be airtight: 🔹 Value Proposition – Why this product? Why now? 🔹 Use Case – When & how does someone use it? 🔹 Solution – What real problem does it solve? Get this right, and your ads, emails, and content will convert better—instantly. Here's what I do. And It Works: Every single year, I work with brands I’ve been with for 4, 5, even 6 years. We re-validate every possible value proposition, use case, and solution. And guess what? Every year, we uncover new opportunities for growth. 🔹 Example: Let’s say you sell underwear. 🚫 The use case isn’t “underwear.” That’s just a product category. ✅ The use case is WHEN and WHY someone chooses your underwear. -For the gym? Sweat-wicking. Breathable. Built for movement. -For a night out? Sleek. Seamless. Designed to feel sexy. -For all-day comfort? Stretch fabric that moves with you. -For a barely-there feel? Soft. Lightweight. Second skin. The brands that win don’t just sell products. They sell solutions. They sell moments. They sell transformation. I break this all down in my free masterclass. Because if you don’t get this right—nothing else will work. THIS is the work that has scaled some of my clients +1544% in 48 months in DTC only revenue (without Amazon, retail, and wholesale). If your ads and emails aren’t converting like they should, watch it now. 📌 https://lnkd.in/gXRTQE3V