Crafting Your Message: Articulating Added Value

1. Understanding Added Value:

• Definition: Added value is the difference between the value a customer (or listener) receives from a product, service, or idea and the cost they incur to obtain it. It can be tangible (e.g., saving money or time) or intangible (e.g., increased confidence or comfort).
• Economic Theory: The concept is rooted in economic theory, specifically “consumer surplus❓.” Consumer surplus is the difference between what a consumer is willing to pay for a product or service and what they actually pay.
  • Formula: CS = Willingness to Pay - Actual Price where CS is Consumer Surplus.
• Psychological Analysis: Psychologically, added value is linked to meeting the needs and desires of the target audience. Maslow’s Hierarchy of Needs is a useful framework.
• Example: In real estate, added value from an agent could be negotiation expertise, market knowledge, and effective property marketing, leading to a higher selling price or faster sale.

2. Identifying Strengths and Uniqueness (USP - Unique Selling Proposition):

• Definition: USP is the unique feature(s) that differentiate you from competitors and make your offer attractive. It answers: “Why should I choose you?”
• Identification Process:
  1. Self-Assessment: Analyze strengths, skills, values, and experiences.
  2. Competitor Analysis: Identify key competitors, analyze their strengths and weaknesses, and marketing strategies.
  3. Understand Customer Needs: Identify customer problems, unmet needs, and unfulfilled desires.
  4. Match Capabilities with Needs: Determine how to better meet customer needs than competitors, using unique strengths.
• Example:
  • Strength: “Extensive experience in luxury real estate.”
  • Customer Benefit: “Guaranteeing the best possible price for your luxury property and effectively marketing it to the right audience.”
  • USP: “Luxury Real Estate Expert: I guarantee to sell your property at the highest price in the shortest time possible.”

3. Crafting the Message:

• Basic Principles:
  1. Clarity: Use simple and clear language, avoiding complex technical terms.
  2. Brevity: Keep the message concise and direct, focusing on key points.
  3. Credibility: Provide facts and evidence to support claims, avoiding exaggeration.
  4. Persuasion: Use appropriate persuasion techniques, such as storytelling, testimonials, and statistics.
  5. Focus on Benefit: Clearly explain how the message will benefit the target audience.
• Message Structure:
  1. attention❓: Attract audience attention initially.
  2. Interest: Arouse audience interest by presenting a problem or challenge they face.
  3. Desire: Show how your product or service can solve the problem and meet the need.
  4. Action: Motivate the audience to take action, such as contacting you, visiting your website, or purchasing your product.
• Using Slogans:
  • Purpose: Summarize your USP in a short, memorable phrase.
  • Characteristics: The slogan should be simple, persuasive, easy to remember, and reflect brand values.
  • Examples: “Success Starts With…”, “The Works As Hard As You Do”, “Because It’s Time For…”
• Additional Techniques:
  • Framing: presenting information❓ in a specific way to guide audience perceptions.
  • Scarcity: Highlighting limited supply or opportunity to create a sense of urgency.
  • Social Proof: Using customer testimonials or social references to prove the value of your product or service.

4. Practical Applications:

• Marketing: Use the message to create effective marketing campaigns, both online and offline.
• Sales: Use the message in sales presentations, customer conversations, and emails.
• Public Relations: Use the message to build strong relationships with the media and the public.
• Personal Communication: Use the message to express your ideas and opinions clearly and confidently in your personal life.

5. Continuous Evaluation and Improvement:

• Measure Results: Track the performance of your message by measuring the number of responses, sales, and conversions.
• Gather Feedback: Request feedback from customers and colleagues to improve your message.
• Adapt to Changes: Be prepared to adjust your message in response to changes in the market and customer needs.