As I consult with businesses, non-profits, and authors, one of the first ways I help improve their marketing is by asking them to write out value statements. A “value statement” is simply an individual sentence that describes a specific result that the customer can receive. The point of creating these statements is to use promotional language that answers the customer’s ultimate buying question, “What’s in it for me?”
However, a lot of my clients struggle to complete this task on their first attempt, because their first attempt at writing value statements is too vague, bland, or cliché. Recently, one of my clients was struggling to create effective value statements until he had an epiphany. He said, “Oh, now I see it. Writing a value statement is like trying to tell a positive story in one sentence.” His comment is a great way to understand the goal. A good value statement acts like a mini-story that paints a value-laden picture of you in a potential customer’s mind. For example, here are examples of good value statement from some of my recent clients:
I will help you:
- Bounce back from stress and adversity.
- Maximize your job and increase your income.
- Develop students who break out of the herd mentality to influence others in positive ways.
- Gain the attention of a younger generation so that they listen to you.
- Build a marriage your kids will want to emulate.
- Transform a group of individual athletes into a unified force.
Do you see the story described in each sentence? The first statement communicates how you can experience a newfound ability to “bounce back from stress and adversity.” The last statement tells the story of “a group of individual athletes transformed into a unified force.” Likewise, if you want to move your marketing in a positive direction, use the power of value statements as short stories that attract more customers.
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