Resolving Value Incongruence
How to get more of what you want and less of what you don't
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I’ve started pitching our Supply Chain Management offer using the assets that Jack has created and it’s like day and night, not only do clients “get it” straight away, Jack, through the process, helped us change our language in some key areas to make it more friendly and relatable to a prospect. The work Jack has done for us will unlock immense value for us moving forward (and is already).
— Brad L. (A Visualize Value client)
Today I’m sharing an introduction concept I call Value Incongruence.
Essentially it means the difference between your actual value and your perceived value.
In my experience, the closer you can align the two, the happier and more effective you will be.
As a graphic designer by trade, I’ve always been bought into the notion of increasing value perception through seductive application of brand: agonizing over a logo, carefully selecting colors and typefaces, laboring endlessly over the iconography on your website.
This is highly effective when you have everything else figured out, or you’re buying teeth whitening kits in bulk and selling them at a 2,000% margin.
But if you’re in the business of serving people, I want to share a different foundational approach that has been hugely effective for me:
Value is a product of scarcity, and the service business is about the application of intellectual property.
Your intellectual property is the sum of your experiences, it’s only a scarce asset when it’s unique to you (which it is, by definition).
Until you are positioned uniquely - the only way to win is by being louder, which can only be achieved by spending more capital. And chances are you’re up against people with more of that than you.
When you’re able to visualize your value proposition as a service provider, you eliminate confusion and naturally lead your prospect to a decision.
To get there, think about your process as a sequence, understand what it is about your specific set of experiences that makes you effective at delivering the service you’re selling.
Break it down to inputs, outputs, and outcomes.
Walk people through it as if it were a procedure.
Use metaphors and analogies that mirror the qualities of your service.
Pull indisputably insightful wisdom from relevant leaders to create context.
Give it a name.
Here’s a look at some of what Brad was talking about at the top of this email:
I’ll be sharing some tutorials on how to create these materials with our paid subscribers at the end of this week, if you’d like access to those, sign up below:
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Written by Jack Butcher
Twitter: @jackbutcher
Instagram: @jckbtchr
Please reply to this email if you have any questions. It’s always a pleasure to hear from you.