Saturday morning I was staring at bars of soap in the supermarket.

Eyes scanning the shelves and my mind quickly processing the array of soaps on offer.

My fascination quickly took over as I immersed myself in a daily necessity purchase which is typically bought on price.  Or is it?

On one shelf a bar of soap for 45p.  Neatly packed in a clinical white box, Dove Beauty Cream Bar claims to be packed with one quarter cream.  A quick scan of the ingredients I can’t find “cream”.  Hmm!

On another shelf is a bar for £3.50.  The Little Soap Company promise what you’ll find beneath the wrapper is organic, unperfumed oatmeal and a small collection of organic ingredients.

Flipping the box over the few ingredients were revealed.  Yippee, I know all the words and YES I can find Organic Oats.  Straight into my basket it went.

Why did I pay more than 7 times the price?

Putting aside for a moment my preference for natural ingredients it was simple human psychological needs that quickly reassured me and gave me confidence to buy.

First the promise.  I was promised pure organic soap made from natural ingredients and that’s what I found in the list of ingredients.

And I recognised all of the ingredients, so knew I wasn’t putting anything yuckie on my skin.

I was also promised the soap was totally free from detergents, SLS, alcohol, parabens, sorbates, silicones, sulphates and preservatives.  Sure enough there were none of those stated in the ingredients.

Second the feeling of trust.  I felt I trusted the Little Soap Company to deliver my daily dose of soap suds.

Third congruence.  The packing was shouting out and supporting every claim the company made with an earthy, organic feel.

The Little Soap Company instantly got my trust and my money!

Deep in my mind, at a subconscious level, was more processing.  And a process that can be simply explained in this simple equation:

Benefit to client – Price = Value to Client

For me, the benefits outweighed the cost, even though the price was significantly higher.

And the same is true for your clients.  It doesn’t pay to compete on price alone, because we never buy on price alone.

The little bar of soap packed a punch on something vitally important to marketing and business growth.  It's spoken about as a given, but few people dig into sufficient detail to reap the massive rewards.

We really have to get into the head of our ideal client.  The Little Soap Company do.

Do you know your ideal client – I mean really know?

How often do you really listen to their problems?

Do you use what you hear?

Do you know how to use what you hear?

When you really know your clients, you can transform your marketing into a well oiled machine that happily attracts your ideal client, keeps them engaged as a client and that means they’ll be delighted to buy from you again… and again.

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About the Author 

Gail Biddulph

Please do share this article or any others from this site.  The only rule is you leave all the links intact and give credit to the author and include the following bio; Gail is a motorcycling, why asking, travel loving business consultant who writes about the obvious and simple stuff that gets better business and marketing results to grow your business.  She's written a couple of books and more are in the pipeline.  She writes from her experience of running 4 small businesses.  When she's working with her clients she artfully wheedles the real reason something's not working well, improves it and delivers systems to get more clients and improve profits.