Creating A Core Value Message To Improve Your Marketing
What I do is work with clients to create these types of messages which I have been calling “Core Value Messages”. Core Value Messages are similar in concept to value propositions but everyone has their own ideas…
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At least half-decent copywriting course will tell you to list as many benefits as possible. When you do that, if you do it right it works, but most people it’s very difficult to do right. So, if you start let’s say I’d be selling you a used car and I’d be here telling that it’s very sporty and safe and spacious and cheap and ecological and family friendly and sporty and good-looking and easy to maintain it’s like just go on an on and on about basically every benefit imaginable.
You would phase out completely after like five benefits. It would be almost impossible for you to believe that those would be somehow significant or especially present in my offer because every car is supposedly all those things. Or at least the typical used-car salesman is going to tell you that hopeful list of all those features about every car, so none of them seem any like like there’s any difference like there’s anything significant and in the end you don’t believe that. But let’s say you’d be looking for or if the things that are most important.
The benefits that are most important for you would be that it’s family-friendly, ecological, and safe. Let’s say those would be your the kind of customer for whom those are the most important benefits, then what if I as the salesman was like, “ Well here’s a car, I don’t know if this is for you but this is the most family-friendly super ecological and just amazingly safe.” If that’s for you then awesome. I have completely different cars over there are you interested. The perception is completely different. So there’s a place for the list of a hundred benefits and yes you should kind of talk about those. But if you don’t know exactly how to do it.
I mean if you’re not a professional copywriter then it’s probably better to focus on fewer but much more impactful benefits and make it just more specific to your target customers because if you can point out the three most important the most most desirable things in three seconds, they’ll they’ll listen compared to you giving them a less massive list of benefits. No one reads it because you really don’t get far into it.
Before you’re like well okay this is supposed to be everything clearly that’s not true, even if it is true. It still doesn’t create the perception of this is special this is truly as good as they’re trying to tell me it is.