Giving More Value

“Buy one, get one
free!”

“You’ll ALSO receive these
valuable bonuses!”

“Order today and we’ll throw in another complete set of Ginsu
knives, absolutely free!”

The idea of added value is not new—those Ginsu ads from the
1970s are still a brilliant example of increasing the value of an offer to make
it more attractive to the prospective customer. But, these days, value is more
important than ever.

What Value Means Today

We all provide value in the
workplace—either by the work we put in as an employee, or with the products and
services we sell in our business.

A good performance review may not
be enough to guarantee a promotion or even to keep your job. Likewise, a
high-quality product or service may not be enough on its
own.

Value is in the eye of the
beholder (consider how much more you might pay for an umbrella on a rainy day).
Workers who are easy to get along with and reliable with assignments will be
more valuable to their manager than someone who creates stress in team meetings
and regularly misses deadlines.

Likewise, a product will be more valuable to a consumer if his
or her favorite celebrity endorses it, if it’s on sale, or if it includes an
added bonus.

At the same time, we are becoming desensitized to advertising;
we’ve become wary of bonus offers, upsells and additions. We’re looking for
authenticity; THAT is what we value right now.

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