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Everyone wants to create something meaningful, something that matters. Whether you’re an entrepreneur launching a new product, a freelancer offering a service, or a consumer making a purchase, the concept of value governs every decision you make. But here’s the twist: value isn’t always what you think it is. It’s not the features, the materials, or even the functionality of a product or service. Value is hidden, often overlooked, and deeply rooted in one word—emotion.
As John S. Rhodes of the Rhodes Brothers aptly says, “The real value lies not in what you create, but in how it makes people feel.” In this post, we’ll uncover the truth about value, explore actionable strategies to unlock it, and show you how to leverage hidden value to drive success—whether you’re creating, selling, or buying.
TL;DR
Here’s what you’ll gain from this post:
- Discover the emotional core of value: Learn why emotions drive buying decisions and how to tap into that.
- Practical steps to uncover hidden value: Use tools like surveys, customer feedback, and beta testing to identify what truly resonates with your audience.
- Learn how to market value effectively: Focus on benefits and emotional impact rather than features to connect with your customers.
- Avoid common value-related mistakes: Don’t fall into the trap of assuming you know the value without asking questions.
- Actionable tips for creators, freelancers, and business owners: Strategies to uncover, communicate, and profit from hidden value.
The Emotional Core of Value
Value is more than just a list of features or specifications. It’s about the connection your product, service, or offering creates with the people who interact with it. At its heart, value is deeply emotional, and understanding that truth is the key to building stronger relationships with your audience and driving success.
Why Features Aren’t Enough
When creating a product or service, most people focus on features: the size of the screen, the horsepower of a car, or the number of modules in a course. Features are tangible, measurable, and easy to market. But here’s the thing: features are not the reason people buy.
Take, for example, a car. As John S. Rhodes explained in his video, a car’s features—its airbag system, reinforced metal, or crash test ratings—are important, but they’re not the reason a family chooses a specific vehicle. What sells the car is the emotional connection to its value: safety.
A mother doesn’t buy a car because of its airbags; she buys it because it protects her children. That emotional trigger—the safety of her family—is the real value.
“People don’t buy what you do; they buy why you do it.” – Simon Sinek
When you shift your focus from what a product does to how it makes someone feel, you unlock its true value.
How to Identify Hidden Value
Hidden value is the secret ingredient that transforms a good product or service into something extraordinary. It’s not always obvious, but it’s the emotional connection, benefit, or experience that resonates most deeply with your audience. Identifying this hidden value requires going beyond surface-level features and digging into what truly matters to your customers—their needs, desires, and emotions. Let’s explore how to uncover and harness this often-overlooked insight.
Ask Questions—Get to the Root of the Emotional Need
Uncovering hidden value starts with asking questions. What do your customers care about? What are their pain points, desires, and motivations?
Tools to Help You Ask Questions:
- SurveyMonkey: Create detailed surveys to collect customer insights.
- Google Forms: A free and easy option to gather feedback.
- Slack or Discord: If you run a community, create dedicated channels for feedback.
Real-Life Example:
When Procter & Gamble (P&G) launched Febreze, it initially failed because the company marketed it as an odor eliminator. It wasn’t until they asked customers how they used it that they uncovered the true emotional value: people used Febreze as a “finishing touch” after cleaning to feel accomplished. P&G shifted its marketing to emphasize the emotional reward of a clean home, and sales skyrocketed.
Beta Testing and Early Feedback
Beta testing isn’t just for software. It’s a strategy that applies to physical products, services, and even content. By getting your offering into the hands of a small group of users before it launches, you discover how they interact with it and what they value most.
Tools for Beta Testing:
- UserTesting: Great for gathering user feedback on digital products.
- Jotform: Create customized forms to collect beta tester feedback.
- Notion: Organize beta feedback into actionable insights.
Example:
Dropbox famously launched using a beta-testing strategy, where early users were invited to test the platform. This not only helped Dropbox refine its functionality but also created buzz among tech enthusiasts, turning those beta testers into loyal advocates.
Focus on Benefits, Not Just Features
If you’re selling a training course, don’t market it as “10 modules on marketing.” Instead, emphasize the transformation: “Master the skills to double your revenue in 60 days.”
Here’s how to shift your messaging:
- Feature: “This car has a five-star crash test rating.”
- Benefit: “Feel confident knowing your family is protected on every drive.”
- Emotional Value: “Sleep peacefully at night, knowing your children are safe.”
Tools to Help You Reframe Messaging:
- Grammarly: Tighten up your copy and make it more audience-focused.
- BuzzSumo: Analyze trending topics and emotional triggers to refine your content.
- StoryBrand Framework: Use Donald Miller’s storytelling techniques to craft compelling narratives.
Example:
Think about Apple. They don’t market their iPhones by focusing on technical specifications like RAM or processor speed. Instead, they sell the emotional value of capturing life’s most meaningful moments with ease and elegance.
How to Market Hidden Value
Discovering the hidden value of your product or service is only the first step. The real challenge lies in effectively communicating it to your audience. To market hidden value, you must focus on storytelling, emotional appeal, and highlighting the benefits that resonate most with your customers. By shifting your message from features to feelings, you can create deeper connections and inspire action. Here’s how to bring that hidden value to the forefront.
Tell Stories That Resonate
Stories are the bridge between features and emotions. They create a narrative that helps your audience see themselves in your product or service.
For example, Rhodes shared a story about car shopping and how a salesman highlighted the emotional value of safety for families. That story wasn’t just informative—it was relatable.
Tools for Storytelling:
- Canva: Design visually compelling storyboards.
- Adobe Spark: Easily create short, impactful video stories.
- Trello: Organize story ideas and customer case studies.
Build Emotional Connections
Emotions drive decisions. Studies show that 95% of purchasing decisions are made subconsciously, influenced by emotions rather than logic.
To build emotional connections:
- Use imagery and language that evoke feelings.
- Highlight benefits that align with your audience’s aspirations.
- Create content that speaks directly to their needs and desires.
Example:
Nike’s “Just Do It” campaign isn’t about shoes—it’s about overcoming obstacles and achieving greatness. That emotional connection is why people feel inspired when they buy Nike products.
Tools to Build Emotional Campaigns:
- Hootsuite: Manage social media campaigns that connect emotionally.
- Animoto: Create emotionally impactful videos for marketing.
- HubSpot: Analyze the emotional engagement of your campaigns.
Actionable Steps for Creators, Freelancers, and Entrepreneurs
To unlock hidden value and connect more deeply with your audience, it’s essential to take intentional steps toward understanding and delivering what truly matters to them. Here’s how you can start:
Step 1: Identify the emotional core of your product or service.
Ask yourself what emotion your product or service evokes in your audience. Is it a sense of security, excitement, relief, or empowerment? The emotional core is what drives customers to choose you over competitors. For example, a meal delivery service isn’t just about convenience—it’s about giving busy families more time to spend together. Take a moment to reflect on the feelings you’re creating and how they align with your audience’s desires.
Step 2: Ask your audience what they value most.
You can’t assume you know what your audience wants; you have to ask them directly. Use tools like surveys, focus groups, or even casual conversations to dig deeper into their needs, frustrations, and aspirations. These insights provide a clearer picture of the emotional value they seek. For instance, a freelancer offering branding services might discover that clients value not just a professional logo but the confidence it brings when presenting their business to the world.
Step 3: Reframe your messaging to emphasize benefits and emotional impact.
Once you’ve identified the emotional core and what your audience values, it’s time to adjust your messaging. Shift your focus from features to benefits, and then go a step further to emphasize the emotional payoff. Instead of saying, “This software has advanced analytics,” you could say, “Make data-driven decisions with confidence and ease.” Highlight the transformation your offering provides, and make your audience feel that their needs and emotions are at the center of what you do.
Step 4: Use customer feedback to refine and improve your offering continuously.
Feedback is one of the most valuable tools for growth. Actively seek reviews, testimonials, and suggestions from your customers, and use this information to make improvements. Maybe a feature you thought was essential isn’t being used, or customers are asking for something you hadn’t considered. By listening and adapting, you not only enhance your product or service but also show your audience that their input matters, building trust and loyalty.
Step 5: Leverage tools like social media polls and analytics platforms.
Stay connected with your audience by using digital tools to gather insights and track engagement. Social media polls, for example, allow you to ask quick, engaging questions and receive instant feedback on what your audience prefers. Analytics platforms like Google Analytics or Hotjar can help you understand user behavior, such as which pages they visit most or where they drop off. These tools keep you informed about your audience’s evolving needs, ensuring you stay relevant and continue delivering value.
By following these steps, you’ll not only uncover the hidden value of your offering but also build stronger relationships with your audience. Each step is a move toward creating meaningful experiences that resonate emotionally and drive long-term success.
Common Mistakes to Avoid
When it comes to identifying and marketing hidden value, many creators, freelancers, and entrepreneurs fall into common traps that can limit their success. By being aware of these pitfalls, you can take proactive steps to avoid them and better connect with your audience.
Assuming You Know the Value Without Asking
One of the biggest mistakes is assuming you already understand what your audience values. It’s easy to fall into the trap of thinking, “I know my product or service better than anyone, so I know what people want.” However, this assumption can lead to missed opportunities and misaligned messaging. Your audience’s needs, preferences, and emotions are constantly evolving. Instead of guessing, make it a priority to ask directly. Use surveys, social media interactions, or even informal conversations to find out what matters most to them. Remember, their perception of value may differ from what you think it is.
Focusing Too Much on Features
It’s tempting to highlight the technical features or specifications of your product, especially if you’re proud of what you’ve created. But the truth is, customers rarely care about features unless they clearly see how those features will benefit them. For example, a phone with a 108-megapixel camera might sound impressive, but what really resonates with customers is the ability to take stunning, professional-quality photos that capture memories. Always connect features to emotional benefits—how will this improve their life, solve a problem, or make them feel? If you focus too much on features without tying them to emotions, you risk losing your audience’s interest.
Ignoring Customer Feedback
Customer feedback is one of the most valuable resources for uncovering hidden value, yet many businesses overlook or dismiss it. Whether it comes from reviews, complaints, or casual comments, feedback provides direct insight into what your audience loves, dislikes, and wishes for. Ignoring this information is like leaving a treasure chest unopened. For instance, a freelancer who consistently hears that clients love their quick response times could emphasize “fast and reliable communication” as a key selling point. Always treat feedback as an opportunity to learn and improve—it’s a goldmine for refining your offerings and aligning them with what your audience truly values.
Underestimating the Power of Emotions
One of the most damaging mistakes is failing to recognize that emotions, not logic, drive most decisions. While facts, figures, and features may initially attract attention, it’s the emotional connection that ultimately seals the deal. People buy products and services because of how they make them feel—whether it’s a sense of security, joy, pride, or belonging. Underestimating the role of emotions in marketing can make your messaging feel flat and uninspiring. Instead, make emotions the centerpiece of your branding and storytelling. For example, a fitness coach isn’t just selling weight loss—they’re selling confidence, energy, and self-empowerment.
Frequently Asked Questions
How do I uncover the hidden value of my product?
Start by asking your customers what they value most. Use surveys, interviews, and focus groups to dig deeper into their emotional needs.
What tools can I use to identify hidden value?
Tools like SurveyMonkey for surveys, BuzzSumo for trend analysis, and Google Analytics for customer behavior insights are invaluable.
Why is emotional value so important?
Emotional value creates a deeper connection with your audience, making them more likely to buy, stay loyal, and recommend your product or service.
How do I market emotional value effectively?
Focus on storytelling, benefits, and the transformation your product or service provides.
What’s an example of hidden value in action?
The Jeep Wrangler’s hidden value lies in its sense of adventure and community, not just its off-road capabilities.
How can I use customer feedback to improve my product?
Analyze feedback for recurring themes and use it to refine your product or service.
How do I avoid common mistakes with value creation?
Always ask questions, focus on benefits, and prioritize emotional connections.
Can I use beta testing to uncover hidden value?
Yes, beta testing provides early feedback that helps you identify what resonates most with your audience.
What’s the difference between features and benefits?
Features are what a product does; benefits are how it improves the customer’s life.
How do I connect with my audience emotionally?
Use relatable stories, imagery, and language that align with their needs and aspirations.
Unlocking Hidden Value: Your Path to Success
Unlocking hidden value isn’t just a strategy—it’s the foundation of creating meaningful connections with your audience, customers, or clients. As we’ve explored, value isn’t in the features you provide or the specs you list; it’s in the emotional impact your product or service delivers. Whether it’s the sense of safety a car evokes for a family, the excitement of adventure tied to a Jeep, or the pride of accomplishment that Febreze tapped into, hidden value is always there, waiting to be uncovered.
To unlock this hidden value in your business or projects:
- Focus on understanding your audience’s emotional needs.
- Ask questions, gather feedback, and actively listen to your customers.
- Shift your messaging from features to benefits, and from benefits to emotional outcomes.
- Use tools like surveys, beta testing, and storytelling to refine your approach.
As John S. Rhodes said, “The real value lies not in what you create, but in how it makes people feel.” By keeping this at the forefront of your strategy, you’ll not only create better products and services but also build deeper, lasting relationships with your audience.
The best part? These strategies are actionable right now. Start by asking your customers what they truly value, and use their insights to reimagine how you present your product or service.
Here’s your next step: choose one actionable tip from this post and implement it today. Whether it’s running a quick survey, reframing your marketing message, or analyzing customer feedback, take action now. Every small step brings you closer to unlocking the hidden value in your offerings.
Thank you for taking the time to explore this critical topic with us. If you found value in this post, we encourage you to subscribe to the Rhodes Brothers YouTube Channel for more actionable insights, strategies, and tips to help you succeed.
Resource List
To continue your journey of uncovering value and connecting with your audience, check out these resources:
Books
- Building a StoryBrand by Donald Miller
- Start with Why by Simon Sinek
- Made to Stick: Why Some Ideas Survive and Others Die by Chip and Dan Heath
Tools
- SurveyMonkey: To create detailed surveys and gather audience insights.
- BuzzSumo: For analyzing emotional triggers in trending content.
- Canva: To design visually engaging marketing materials.
- Typeform: For gathering in-depth feedback from your customers.
- Google Analytics: To track user behavior and understand what resonates.
- Hotjar: To analyze user interactions with your website or product.
Courses & Podcasts
