Value buyers don’t care so much about price as they do about what they get for the price.

They need to feel that they’re getting the most bang-for-their-buck, regardless of how many bucks they actually end up spending.

So when you start to create media for value buyers, you’re going to want to showcase as much of your offering as you can in as much detail as you can. They’re going to binge all this content and mentally tally up the intangible value that they expect to receive for their investment.

Value buyers practically live in the guided discovery phase, so you want to make it a good experience with lots to explore. This is also a good opportunity to create a media environment with as little noise as possible so they can focus on just your offering without comparing it to the value they might get from anything else.

Just remember when you’re describing your offering to go beyond the nuts and bolts and tie everything back to the big picture of how your offering can make the customer’s life better.

That’s the real value they’re looking for, and they’re willing to pay accordingly.