"Why didn't you tell me you do all this?"

A dear friend of mine asked me this question as she sat next to me, watching as I showed off a client e-commerce site about to be launched, talking about all the features of the site, discussing some of the post-launch social networking and media support to be done in coming weeks, showing her samples of coordinating printed materials - all of which are a part of IndigoTea's small business services. 

This person is not a new acquaintance; she's known me for years, and had just realized just then what I do for a living.  We had talked many times about jobs, careers, what we each do, etc. - but somehow, somewhere, the message of how my skills and abilities could benefit her business had never been delivered, until that moment.

That episode stayed with me, as I pondered the aspects of communication involved with truly presenting value. I came to this conclusion:

1) How what I do helps you - people remember and comprehend best when they're able to apply context, so it only makes sense that they'll be best able to understand something as it relates to their own needs and experiences.  As my friend saw the advanced features of the e-commerce solution I'd created, and heard about the accompanying media plan, and saw a sample of the printed marketing materials, and how all these things could help her own small business, she was able to relate what IndigoTea had to offer with the needs of her own small business.  

Check back to read Parts 2 and 3, where I cover family value, and firebreathing (really - you'll have to come back to see!)