1. Creating Value Features, advantages, and benefits
Features are what you’ve got (advertising services, mobile production/execution, strategy, media buying)
Advantages are why what you’ve got is better.
Benefits are how what you’ve got solves your clients’ problems.
Client’s buy based on advantages and, most importantly, benefits. 20

2. Create Value Advantages Medium Advantages Company Advantages
Strategy advantages
Creative advantages
Most awards
Execution advantages
Account management advantages
The gold standard in the industry

3. Create Value Benefits Business Benefits “What’s in it for me?” (WIIFM)
Position benefits according to personality traits.
List of Human Needs
Benefits Matrix
THE HOME RUN IN SELLING

4. Creating Value Know your prospect’s business.
Discovery Questions
Know your customers’ marketing goals.
Increase market share
Increase traffic
Increase sales
Increase profit margins
Increase share of mind
Increase stock price
Increase share of voice 23

5. Creating Value Know your customers’ primary marketing strategy.
To Sell Product
To Build Brands
Differentiation
Niche 24

6. Don’t Promise Results YOU control your client’s expectations.
Under-promise, over-deliver
YOU define their wins.
Don’t allow clients’ fantasies to become their reality. 36

7. Create Value EV = Q + R + S P
To increase the Economic Value to the customer, raise the numerator (Quality, Results [ROI], and Service), don’t lower the denominator (Price).

8. Create Value Value, like reality, is a perception
The price someone pays is a combination of real and perceived value.
“You get what you pay for.” 41

9. Create Value Buyer perception is reinforced by value signals:
Brand reputation
Cumulative advertising and promotion (differentiation

10. Creating Value Ethical practices Presentations Awards
Case studies of advertiser success
Client list
Price (high = quality)
Management visibility 42

11. Creating Value Client brainstorming Ideas, innovative strategies
Account management
Flawless execution
Service recovery efforts 44

12. What Buyers Want Ideas Communication (targeted, helpful)
Respect for their time
Run as ordered
Responsiveness (speed, accuracy) 47

13. Most Important Creating-Value Rule
Under-promise, over-deliver
Our growth and our future depends on it.