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With “buy now” and “limited-time offer” overload, your customers are exhausted. They don’t want more sales pitches—they want more value.
If you’re a small or medium-sized B2C business trying to stand out in retail, restaurants, property management, or even auto repair, there’s a smarter way to engage.
It’s called value-add messaging—and it might just be the missing piece between you and stronger customer loyalty.
Most small business messaging sounds the same:
While urgency has its place, when every message is a hard sell, customers start tuning out. What they really want is something useful. Something that makes their lives better, easier, or even just more enjoyable—before you ask for anything in return.
That’s where value-add messaging to improve customer engagement becomes your competitive edge.
Value-add messaging is the “give” before the “ask.” It's content that delivers insight, entertainment, tips, or helpful information without pushing for a sale upfront. You're building trust first, then guiding the customer toward a decision—not bludgeoning them with a CTA from the get-go.
Gary Vaynerchuk nailed this with his “Jab, Jab, Jab, Right Hook” metaphor:
The idea? Offer value, offer value, offer value… then make your pitch.
This approach builds goodwill, primes engagement, and keeps your brand top-of-mind when your customer is ready to buy.
Modern consumers are savvy. They research, compare, and above all—they want to feel good about where they spend their money.
According to Forbes, 71% of consumers say they’re more likely to buy from a brand they follow and engage with on social media—especially when that brand shares useful or entertaining content that’s not just about pushing product source.
That means your messages need to:
Not just sell.
Instead of constantly promoting “50% off” deals, consider sending styling tips for different body types, season-based wardrobe guides, or laundry hacks to make garments last longer. Give your customers more reasons to open your emails and visit your store that aren’t just about price.
Like, “3 Ways to Style a Denim Jacket This Fall (And Look Like a Fashion Pro Without Trying)”.
Guests come for the food but you can deepen the relationship with behind-the-scenes content (chef stories, sourcing practices), recipe sneak peeks, or even cooking hacks they can try at home.
Like, “How Our Chef Preps the Perfect Burger Patty—And How You Can Too”.
You’re giving customers value outside the dining experience which builds a relationship deeper.
You’re not just renting apartments—you’re offering a lifestyle. Try sharing neighborhood guides, pet ownership tips, or moving checklists. Position yourself as the helpful partner in a big life transition.
Like, “Top 5 Pet-Friendly Restaurants Near Our Community (That Your Dog Will Love Too)”.
That builds trust and keeps your tenants longer.
Instead of only promoting oil changes or brake specials, what if you educated customers on how to spot early signs of car trouble? That way, they see you as a proactive partner, not just someone waiting for a breakdown.
Like, “5 Weird Car Noises You Should Never Ignore (And What They Might Mean)”.
You’re adding value before they even walk in.
Of course you still want sales and you’re not just a free content machine. The key is to balance your gives with the right asks.
Once you've provided consistent, helpful content, your audience will be primed for a call-to-action that feels natural.
Let’s say you run a neighborhood restaurant. After three emails about sourcing local ingredients and sharing cooking tips, your next message might read:
“Loved that last recipe? Come try the real thing. Reserve a table this weekend and get 10% off.”
It’s not a cold pitch but a continuation of the relationship.
Here’s a roadmap you can follow to start implementing this approach in your small business:
Create content that answers those before pitching anything.
Build a mix of value-driven content:
Wherever your customers are, lead with value.
Value-add messaging isn’t a one-and-done. It’s an always-on approach. Keep evolving based on what works.
Entrepreneur.com highlights that creating ongoing value builds trust, boosts brand reputation, and turns first-time customers into lifelong fans.
Translation: Sustainable engagement that drives loyalty.
You’re not in this just to “build relationships” and you want results. Here’s what you can expect when you shift to a value-first (Jab-Jab-Jab-ASK!) approach:
Whether you run a boutique clothing shop, a taco truck, a landscaping company, or a chain of auto repair shops—value-add messaging works.
It’s not about shouting louder than your competitors. It’s about saying something that matters—and earning the trust that drives results.
Every message you send is either building a relationship or weakening it. Value-add messaging to improve customer engagement is your chance to show up in a more helpful way.
Start jabbing, and when it’s time to hook, your audience will already be in your corner.
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Author/Contributor: Dara Gibbs, Director of Marketing
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CustomerOptix (CX on Demand by IntelliShop)
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