Crafting Your Message: Articulating Added Value

Effective communication is a cornerstone in building strong and productive relationships. In the context of the “Compass of Self: A Journey Towards Excellence in Communication” course, the topic of “Formulating Your Message: Expressing Added Value” is of utmost importance. This chapter aims to equip participants with the necessary tools and skills to identify and communicate their added value in a convincing and impactful manner.

The effectiveness of communication depends largely on an individual’s ability to identify and communicate the value they offer to the other party. Self-knowledge, assessment of talents, and studying the needs of the target audience are essential elements in formulating a strong message. This chapter relies on principles of social psychology and persuasion theories to clarify how to build a convincing message that focuses on the benefits and features the recipient obtains. In addition, it draws on marketing concepts to present practical strategies for self-differentiation and building a strong personal brand.

By the end of this chapter, participants will be able to:

1. Identify unique strengths: Explore and identify the skills, talents, and values that distinguish them from others, focusing on the areas mentioned in the content list (Self-control, Self-discipline, etc.).
2. Understand audience needs: Analyze the needs and expectations of the target audience accurately, and understand what they are specifically looking for.
3. Formulate a clear and compelling value-added message: Develop a concise and effective message that focuses on the benefits the audience receives through dealing with them.
4. Build a personal slogan: Design a slogan that reflects the added value they offer and enhances their recall in the minds of the audience.
5. Apply effective communication strategies: Use various communication techniques (verbal and non-verbal) to deliver their message in an influential and persuasive manner.

Through a combination of theoretical concepts and practical tools, this chapter will provide participants with the ability to formulate effective messages that highlight their added value and enhance their opportunities for success in various aspects of their lives.

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.