Values-driven marketing is a tough nut to crack.
It takes determination among other things so the team and I were speaking this morning about how best to market our brand-building course.
Do not mistake this with a value-driven marketing plan where you would garner attention and drive activity by giving a ton of value and/or great information. I like this.
By, “values-driven” we mean letting the values of your company direct your marketing plan.
This is a rewrite of this article and we absolutely know this is possible.
We had a fantastic Idea
As marketers, we are always on the lookout for offer Ideas.
The way we first came up with the idea was as we were building an income and lead generation strategy. We realized that if we could generate more leads, we would be able to increase our income. We put together a plan to improve our lead generation process we knew would work great.
The campaign was to drive traffic directly to a landing page and sell a branding course. It’s an extremely valuable skill with a ton of buzz around it, so we knew that a well-crafted sales letter could sell the crap out of a course or program.
We have seen this work and we’ve bought the courses that were sold directly off of a landing page like we were building.
The idea is very intriguing and attractive because it is very scalable.
But something didn’t quite feel right about the approach.
The issue that we kept running into is we weren’t necessarily serving the people who didn’t buy the course.
If we followed what the industry would typically do we wouldn’t necessarily be following our values.
The industry is shifting too. Not necessarily because it wants to but because as a marketing tool becomes more popular, its effectiveness deteriorates.
This has been happening to the Landing Page Sales Letter as well.
So is there a better way to sell? We think so. So we went back and took a look at our corporate core values.
If you haven’t set your core values, check out this article, Epic Companies and their 215 Core Values
We had a conversation about how our values would rework the funnel. We decided to offer what Frank Kern would call results in advance. Here is a different marketer’s blog article about this topic.
Results in advance will take care of altruism and service which are two of our core values.
Here are a couple of ways to offer results in advance and express your values.
- Offer a mini-course that is value-packed with content relevant to their industry.
- Offer to audit their business and give them high-level information for under $100.
Once you understand what it is you want to do how do you go about doing it?
During this whole process, the team liked to use a flowchart.
It helped us think better, work as a team, and helped work out any kinks in our communication.
The flowchart helps us think through the process, and it also allows us to work out any kinks in the system. We were able to see the process work and where we may need to make changes as we did it. We started to notice whether our values were positively reinforced through the activities and delivery of the project.
Having a flowchart helps us work as a team, and it makes it easier for us to communicate with each other.
It was helpful when thinking about how to build the course.
We ended up tabling the project until we could finish some other things. We wanted to make sure we take full advantage of it when we finally do launch it.
To sum this post up. When you follow your values everything you do in your business will work for you and your clients. Because when you do what’s best for others, you win.