How To Increase Your Perceived Value

Quick example story on perceived value:

Scenario 1: You purchase your favorite bag of chips as you’re out on a walk. You take the chips, walk over to the park bench, lick your lips, and with both hands, you pop open the bag. Sure, the nice salt & vinegar or cheesy Dorito scent is released, but so is… a big pile of air. You look in to see that your once puffed out bag of chips, is really only a quarter of the way full… What a let-down!

Perceived value before you even take a bite

LOW… you’re feeling a little ripped off.

Scenario 2: You buy the same bag of chips and walk over to the same park bench. This time, you’ve already been informed that the chip factory is committed to making sure each chip arrives fully intact – not broken or crumby. That’s why they’ve infused nitrogen to fill up the bags – since the chips have a long way to go from creation to consumer, this intentionally inflates the package to cushion and protect it from any damage. Why, how nice!

Perceived value before you even take a bite:

HIGH. You feel satisfied knowing that you’re not getting a schmucked bag of broken chips.

Both these scenarios are providing the exact same offer…But the perceived value and overall experience are vastly different.

Case in point – value perception is a significant factor in your customer’s experience.

Personally, this is always evident as a launch copywriter. If someone thinks I’m just giving them “pretty words,” and I’m charging several thousand dollars for it – I’d be out of business pretty darn quick.

But…

If they can see the value of what I provide – the stress of a launch off their plate, emails & sales pages that convert like crazy, a launch strategist to lean on when questions arise, and earnings of 10X their investment – then you better believe it’s worth it…

This concept is big-time important for you too!

Your potential client needs to understand the perceived value of your offers well before they hit the buy button.

So how do you do that?

Here are three ways to increase the perceived (and truthful!) value of your offers:

1. Explain the origin story of your offer. You may know that I’m a big fan of storytelling. Stories help you connect with your readers in a really big way… AND they can also help build the case towards the perceived value of your offer.
   

💫 How to implement this:

• In your content (emails, social, sales page), you can begin to teach people how to think about your offer! Explain to them the story behind how your offer came to be, give a behind the scenes of what went into creating it, and show snapshots of it in action (like a video of your dashboard!). These micro-stories will help your audience realize your offer is more valuable than they may have previously imagined.
  

2.  Communication – managing expectations is a big part of things. Let your prospects and customers know *exactly* what they should expect when they work with you or join your programs…

💫 How to implement this:

• On sales emails and sales pages, outline exactly what will happen next once they click the button. Will they be taken to a check out form? Will they need to fill out an intake form? Clearly outlining your customer journey will make the process feel quicker and more enjoyable.

3. Social Proof – the bandwagon effect. This is a social psychology concept which states that people are more likely to engage in an action if other people are doing it.

💫 How to implement this:

• Testimonials – reduce objections and let your clients do the selling for you! Shake up how you deliver this social proof – such as testimonials with headshots, video testimonials, or screenshots of people preaching your praises on Facebook
  
• Real-time tracking popups. You know when you’re on a sales page, and it says, “Serri from Arkansas just purchased!?” These are great ways to boost trust and conversions by displaying live, verified customers’ activity in real-time on your sales page. You can use platforms such as Live Trust or ProoveSource for this.
  
• Launch emails: Highlight 5 people who have purchased your offer – explain their story and the type of results they’re getting. Your reader wants to find themselves in these case studies – so make sure the stories are relatable and offer lots of connection.
  
• If you’re running ads, send your previous buyers the ad link so they can comment and speak your praises!

I hope you can slide these strategies into your marketing to continually build up your trust, authority, and perceived value with your offers!