3 ways to be SURE something is valuable

Have you ever struggled to provide value?

It seems obvious to some, but I’ve struggled with it. To help, I’ve developed three ways to be SURE that something is received as valuable:

1. ENSURE value

Ensure you give people something that is of value to them. Don’t assume you’ve given it — ensure you give it. Ensure that as a result of your thing, people’s lives are better in some way.

This is easier with tangible products and services, but harder with intangible ones — which requires step 2.

2. ASSURE value

This is about telling someone that you’re giving them a benefit, not just assuming they know it.

When I do coaching and training, I tell people: “As a result of this session, you are now able to do X.”

Another way: over the checkout, you can literally say “and here is your X” while handing them what they’ve bought. The key phrase is variations of “now you can” or “now you have.”

3. INSURE value

Once I’ve ensured the value, and I’ve assured them of it, I finally insure it.

This means: I update it. I keep it current. I send people updates. I provide further insights. I maintain a relationship.

Like insurance, this often sits in the background. For subscription businesses and any form of ongoing relationship, this part is really important.