Over at Ageless Marketing, Dave Wolfe is talking about value, today. His post hit home because just a week or so ago my fiance, Tom, and I were talking about value. We weren't discussing the differences in value between gender groups, as Dave is, we were talking about the meaning of value and how individuals determine what value means to them.
Dave is one of my favorite bloggers since he promotes my favorite group of folks, baby boomers, who, in case Dave hasn't convinced you, are ageless, prime targets for everything you sell. Especially lady baby boomers. We still hold the purse strings and we, more than the Gen Xers or Gen Ys, buy for dozens of others in our life, far more than we buy for ourselves.
But, back to this idea of "value." Tom and I were disputing the deeper meaning of this word. Particularly, how individuals determine value in providing services. He's a recovering a lawyer -- his description, not mine; one that gets him a laugh and makes him human and approachable -- who is also a writer. I'm a writer who is also ... a writer. That's about it. I write. I write about marketing to women online, mostly, but I write other things, also.
To me, the most important thing one does in one's work, be it selling products or services, is to communicate well. That means having written literature, and a good website, with compelling content -- written words that convey who you are, what you do and how you can help the client. Because it's about the client, not about you, proper writing and communicating requires some finesse. It's not just 'conversation.' In the end, my feeling is that your words (and this includes your spoken words, because they follow the written ones), are inherently 'valuable' and should be given proper respect. Which is to say, treated with purpose and power. Not the abbreviated language of IM users; not the quick lowercase notes of email; and not the jargon filled language of most law briefs.
Tom, for the most part agrees with this. Our discussion centered around his ability to write legal briefs that Judges respected and complimented him on. He does this by keeping his writing clear and to the point, citing cases as need be, and providing graphics where graphics demonstrate his point better than words.
I maintained that he is in a minority. I maintained that he attributed value to his writing that other lawyers, and Judges, do not...else they would require ALL lawyers to write using Tom's kick principle: Keep it Clear, Kiddo. In my limited experience, this has not, and for the most part does not, happen. Law firms still rely on some convoluted language we mere mortals cannot understand. Because of this, I maintain that law firms, and even Judges, do not 'value' good writing. If they did, they would be requiring all lawyers to write in Tom's easy to understand style, using jargon where it's necessary to the court procedure, but taking time to learn the Queen's English while also providing graphics for emphasis of certain points.
Tom, on the other hand, insisted that of course law firms, especially his old law firm, and Judges, do value the written word as many lawyers and Judges have complimented him on his well-written briefs, again and again.
Compliments do not ascribe value to something. Not to me. Value is given when...in this case...after Tom left the law practice they replaced him with someone possessing equal or better skills. To my knowledge, they did not. I say this proves they valued Tom's skill, but not the need to continue using it to further their professional work in dealing with clients, Judges, or other lawyers. The value was in Tom's willingness to raise the bar. When he left, his former partners did not continue that valuable activity. Therefore, as a possible client, I am left to wonder how important communcation really is to them.
The good news is that the word is out -- some lawyers, such as Matt Homann over at the [non]billable hour, and Dennis Kennedy at Dennis Kennedyblog are two positive cases that show a new understanding of the value of good communication. Their blogs are marvelous tributes to communication. They don't 'talk over' folks (especially Jane), they talk to them. A sure sign of valuable communication skills. 
For the rest of us in services...and even those in product sales...good communication skills are the foundation of a growing business. Poor communication falls on deaf ears. There are numerous blogs, books, and Web sites that exist to help you improve your sales or web copy, to write a business letter, compose a speech, and more. Take advantage of them and give value to the words you hope will attract new clients and keep existing clients happy.
What's not to like about that?
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