One of the key ideas of marketing is that, in most cases, you aren’t your market.
Often marketers feel like they are the same as everyone or that they know exactly what is going to appeal to someone.
Often, that sentiment is wrong…on both accounts.
The key to maximizing your impact in many cases comes down to how willing you are to change the conversation about value…
What does value mean to your audience?
How does your customer experience what you are offering?
How can you increase the value?
The key is that you have to express value differently. If not, you will likely not struggle to get value across.