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Letter From Lugano

'Human Value' in Business & Marketing

James Atkinson - Wednesday, February 26, 2014


A friend of mine phoned me after reading my first two “Letter From Lugano” blogs.

Basically she was a bit surprised at the thrust of the blogs – pictures of mountains, lakes and restaurants. She thought they were somewhat odd topics for a blog published on a BUSINESS site.

I explained why I was doing it this way and it set me thinking about ‘human value’ in business and marketing – and in particular ‘human value’ in internet business. Human value is manifested in the quality, relevance, and value you provide to your prospects and customers.

All marketing is about relationships and trust. I’m of the view that once prospects trust you, sales will happen naturally, with no need for hype or hard sell.

Without trust, there is NO first sale. Without an ongoing relationship, there are no repeat sales and repeat sales are where the bulk of the profits are for most online businesses.

I take a broader view of human value than those things that immediately lead to a sale. I believe that the content you write online does not always need to have a sales pitch!

Yes, there is a sales intention – but you don’t have to scream SALES on every page.

Persuasion takes time. If you’ve never marketed online, how then do you start to learn and adapt to sell online?

Well…your initial job is to create relationships with pre-buyers and build their trust in you. You must show yourself as caring ‘authority’.

This is what I am doing with this blog.

They are the millions of people researching and seeking opinions and reviews on the search engines and social networks, and they are all wonderful sales prospects if you can engage and educate them in the correct way.

In fact, most of the people who initially come to a website are not ready to buy right away.

First time web visitors should be treated as ‘pre-buyers’. Once you’ve created trust and engagement, sales will flow naturally - with none of the hard sell that is usually required in direct marketing.

It’s the ‘human value’ that’s important.


Give "Human Value" to Prospects & Customers


Human value is the engine of your online business; without it, nothing else is going to work – but with strong human value, you’re sitting on a goldmine.

The process builds the trust and loyalty that cements long-term relationships and repeat sales.

Your web sites, content, social networking, sales letters, products, and customer service, in fact, every element of your business and marketing - reflects how well you understand what your market wants and how to give it to them.

To provide solid human value you need to:


  • Find out what a market WANTS
  • Create high-quality products and services that reflect what your market wants,
  • Build relationships that create trust and loyalty
  • Use ethical persuasion to make sales.

The bottom line is: You can’t make money without giving people something they value.


Money-Making Mindset vs. Human Value Mindset


Many marketers see internet marketing primarily in terms of making money. The irony is: if you’re only thinking about making money, you won’t make very much.

The only check you’re likely to get is a reality check! That’s because “making money” isn’t something that exists in isolation.

Money exchanged is an expression of gratitude for value. When you give people something they want, they give you money.

The driving force of all successful long-term business is satisfying people’s needs!

So making money isn’t a thing in itself. It’s a result of satisfying the people in your market – helping them solve their problems and achieve their goals. A focus on helping people (human value), creates money naturally. A focus on money creates … not much money.

Now, I’m not saying there’s anything wrong with making money or wanting money - there isn’t. But the bottom line is that people control money, so your focus needs to be on finding out what those people want and then giving it to them.

This is the essence of my online business and marketing system.

In the next few blogs I’ll further develop the theme of ‘human value’ in business and marketing.

Today’s photo a lake view of the Lugano area.


D Vapor commented on 25-Jul-2014 07:28 PM
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Snoop dogg G Pen commented on 27-Aug-2014 12:56 PM
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