Those MasterCard® commercials have it right. Everything costs something, but some things are worth more than what they cost. They’re valuable. And that’s how we need to think about website content.
When considering a purchase, we often think only about the amount of money we spend. We know the numbers, the price, the cost. We can feel the bills or coins leaving our hands—or we see the balance in our bank account drop. We buy stuff all the time:
- Morning cup of coffee = $
- Cool new kicks or hoodie = $$
- Washer and dryer = $$$
- Family trip to Disney World = $$$$
But what’s the value of these purchases? That’s not something you can measure in money. It’s priceless.
- Coffee = Delivers the eye-opener that jump-starts your day
- Cool kicks = Identifies you as a trend-setter or stellar group member
- Laundry pair = Offers the comfort of knowing you can have clean clothes when you need them
- Disney World vacation = Provides a fun setting for family bonding time
Value comes from the intangibles—like feelings—related to the products and services we buy. Feelings like attention, fun, trust, relationship, comfort, caring. Yes, you spend money for these products and services, but what you get back makes the cost worthwhile.