Rob Eager, of WildFire Marketing, sends out a weekly bulletin called Monday Morning Marketing Tips. The last three Mondays, Rob has focused on three questions a writer should ask:
- What is your value?
- Who needs your value the most?
- Where do those who need your value congregate in large numbers?
He says, “Before you can convince people to spend their money on your product or service, you must convince them that there will be a justifiable return on their investment. There has to be a clear result that people can see is waiting for them on the other side of their purchase transaction.”
Do We Write for Ourselves, or for Others? I think as writers, we pay so much attention to “our” message that we forget to think about the value it will have for our readers. Is it something that will improve their lives? Will it change the way they think, or the things they do? Will it help them cope? Will it encourage them? Will it make them more efficient or more effective at what they already do?
The Importance of Value in Marketing. Rob goes on to say, “If you skip the first step of defining your value, then your marketing will act like a gun that just shoots blanks. You’ll promote to prospective customers, but they’ll respond like unconvinced skeptics. You will wonder, ‘Why isn’t my marketing working? These people should love what I have to offer.’ The problem is that you didn’t clearly explain what’s in it for them.”
Is Value a Good Thing for Christians? A reason Christian writers fail to define their value might be that we’re taught from an early age in church not to think too highly of ourselves or to boast or brag. That training bleeds over into our thoughts about marketing and it becomes difficult to tell others what makes our writing so great or important. Conversely, we don’t want to waste people’s time. Putting the word “value” in terms of “worth spending time on” makes it more palatable for those of us having trouble with feeling too valuable.
Rob concludes, “When people believe that you can give them a result they want, then your marketing will become more effective. Defining your value is the first step to unlocking the true power of promotion.”
For more information about Rob Eager, visit his website at http://www.startaWildFire.com I’ll bring you Part 2 next week.