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How do you create value propositions and messages for marketing campaigns?

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Creating value propositions and messages for marketing campaigns is a crucial skill for brand strategists. It helps you communicate how your product or service solves a problem, satisfies a need, or delivers a benefit for your target audience. In this article, you will learn how to craft effective value propositions and messages for your marketing campaigns using a simple four-step process.

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Riitu Chugh

1 Understand your audience

The first step is to understand your audience's pain points, goals, desires, and motivations. You can use various research methods, such as surveys, interviews, focus groups, or personas, to gather insights about your audience. You should also analyze your competitors and identify how they position and differentiate themselves in the market. This will help you find gaps and opportunities to stand out from the crowd.

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Riitu Chugh
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in a world where it is difficult for a product or service to differentiate itself in tangible or rational terms - focus on intangibles and non - rational stuff. how can a brand make you feel - for instance. a lot of luxury brands try to appeal to their audience basis how they want to feel and be perceived. some times - a consumer may not even know that they have a need for a product. the i-phone was one such example - there was no perceived consumer need for it because no one could even conceive of it. and yet - apple created a positioning for the i-phone where it stood apart on its own while re-iterating the core values of the mother brand.

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2 Define your value proposition

The second step is to define your value proposition, which is a concise statement that summarizes why your audience should choose your product or service over others. Your value proposition should answer three questions: What is your product or service? Who is it for? And what makes it unique or better than the alternatives? You can use a simple formula to craft your value proposition, such as:

[Product or service] helps [target audience] [achieve a goal or solve a problem] by [unique feature or benefit].

For example, Airbnb helps travelers find unique and affordable places to stay by connecting them with local hosts.

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Riitu Chugh
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a value proposition cannot echo what a competitor is saying. even if there is no clear differentiator - one needs to be created. remember the un-cola ? if not go look it up.

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3 Create your message hierarchy

The third step is to create your message hierarchy, which is a framework that organizes your key messages according to their importance and relevance for your audience. Your message hierarchy should include three levels: the core message, the supporting messages, and the proof points. The core message is the main takeaway that you want your audience to remember. It should be aligned with your value proposition and express your brand promise. The supporting messages are the sub-points that explain how your product or service delivers on your core message. They should highlight your features, benefits, and differentiators. The proof points are the evidence that backs up your supporting messages. They can include facts, statistics, testimonials, or case studies.

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4 Write your copy

Writing copy that conveys your value proposition and messages to your audience is a crucial fourth step in any marketing campaign. It should be clear, concise, and compelling, while also being tailored to the specific channel, format, and goal of the campaign. To make the copy more effective, use headlines and subheadlines to capture attention and summarize your main points. Additionally, use active voice and action verbs to create a sense of urgency and excitement. Incorporate emotional triggers and storytelling to connect with your audience and appeal to their needs and desires. Utilize benefits-oriented language and focus on what your audience will gain from your product or service. Moreover, include social proof and credibility indicators to build trust and authority. Finally, add calls to action to prompt your audience to take the next step.

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Riitu Chugh
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it's a huge challenge to consistently and clearly re-iterate a brand's positioning and offering via everyday story-telling. tone and manner, topics, production values, fonts and colours, visual language all have to work together. brands that deliver this include the likes of starbucks, red bull globally. zomato and amul in india where i live.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Riitu Chugh
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use a specialist and involve all key stakeholders from your organisation when it comes to crafting your brand's positioning and value proposition. you never know where the best and sharpest insights can come from.

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How do you create value propositions and messages for marketing campaigns?

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1 Understand your audience

2 Define your value proposition

3 Create your message hierarchy

4 Write your copy

5 Here’s what else to consider

Brand Strategy

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How do you create value propositions and messages for marketing campaigns?

1

2

3

4

5

1 Understand your audience

2 Define your value proposition

3 Create your message hierarchy

4 Write your copy

5 Here’s what else to consider

Brand Strategy

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