What is really needed into todays ever competitve market place is to genuinely provide value for both existing and prospective customers, but the age old question is who is going to do it, pay for it or deliver this added value? The more refined question is how can we create real value with what is already available, what elegant trade offs can be provided to create real added value to customers.
Here are a list of useful ideas:
1) Industry standards explained: I don't know how many times I have contracted or commissioned a service only to discover that their where added fees, permits or taxes that only after purchasing turn out to be standard practises perculiar to this industry such as airport taxes, courtesy fees etc. Many new clients would appreciate and value having a clear report/brochure outlining such standard practises and reducing unwelcome surprises.
2) Comparison information: Many complex product offerings require near expert level understanding to adequately compare features and benefits. A simple, direct feature-benefit card or link could assist and inform buyers decision process, which is a real value to busy buyers.
3) How to: Simple direct videos and instructions should be provided already but any stand alone video, even of low production quality that assists a common use or feature is greatly appreciated. Such as crowd sourced video of best way to pack your product for travel, mount on car, etc. Will win friends in the market.
4) How not to videos: Many product suppliers shy away from such negative content but common problems are best explained by reacting what causes the problem to educate customers not to do this.
Timex after their famous 'takes a licking and keeps on ticking' ads of the early 80's had some major warranty issues with consumers who had hit their product with a hammer on purpose, this of course was sorted by a what not to do video ad.
5)Crowd sourcing: Without a doubt this is becoming the best elegant trade off in marketing today, think Wikipedia for your products. The more you can build a community that is passionate, informed and willing to share insights, answers and suggestions to it product community the more value can be provided with little extra resources.
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