Thursday Stop – Understanding The Importance Of The Value Exchange

The Thursday Stop is the time during my week that all things stop for a few minutes to reflect about my business and life. I use this time as a mental breather, to look back and forward at the direction things are going. Occasionally, I recall questions from customers and clients and share my answers with you.

The essence of the Value Exchange is “You must give in order to receive.” This timeless idea is as true today as it has ever been. Marketing and sales is about the exchange of value from one party to the next, but in order to attract two parties together, some initial value must be given and received. This exchange continues indefinitely, as long as there is value to be transferred. Let’s look at the two sides of the exchange:

The business is seeking to gather Interest, lead generation, or sales.
The audience is seeking additional information, service, or support.


This concept is very simple, but it is often overlooked or completely forgotten in many small business marketing efforts.

Below is a list of common examples of a value exchange.

Newsletter Subscription

User gives email address to receive a newsletter with information.

Contact From

User provides name, email address, phone and more in order to receive a response.

Registration Form

User provides a great deal of information to access exclusive content.


User provides contact information and gives currency in exchange for products, service, and support.


What other value exchanges are you using in your marketing?

Leave your answer in the comments section below.

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