The hidden map that makes customers choose you

Have you ever wondered why some brands seem to connect with customers instantly while others struggle to make an impression?

Last month, I was speaking with a small coffee shop owner who couldn't understand why customers weren't connecting with her brand despite having quality products. She kept focusing on promoting "premium coffee" without understanding what actually mattered to her audience.

That's when I introduced her to a simple but powerful concept: value buckets.

Value buckets are essentially groups of benefits your brand delivers. They help you see what truly matters to your customers and where you stand out in the market.

After some research, we discovered her customers cared about three main things:

• The coffee's origin story and sustainability practices

• The welcoming atmosphere where people could work or meet

• The baristas' expertise and personalized recommendations

Once we organized these insights into clear value buckets, everything changed. Her messaging became more focused, her social media content more relevant, and most importantly, her customers started to recognize what made her shop special.

Here's how you can map your brand's value buckets:

• Start by listing all the benefits your brand provides — emotional, functional, and social

• Group similar benefits together to form your "buckets."

• Name each bucket with simple, clear language

• Prioritize these buckets based on what your audience values most

• Compare your buckets against competitors to identify unique strengths

Think of value buckets as the main reasons people choose you over others. They help you focus your messaging and spot gaps or strengths in your brand story.

When I implemented this approach with my consulting business, I stopped trying to talk about everything we could do and instead focused on the three value buckets that mattered most to clients.

The result? Clients who came to me already understood my value, leading to more meaningful conversations.

What value buckets do you think your customers care about most? Have you ever taken the time to explicitly map them out? I'm curious to hear what you discover — reply to this email and let me know.

And if you're struggling to identify your value buckets, try asking your most loyal customers this simple question: "What's the main reason you keep coming back?"

Their answers might surprise you.

Talk tomorrow,
— Shashank

P.S.

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