We’re all trying to find the best way to appeal to customers, and it’s easy to get swept up in features and expertise. What we offer that someone else doesn’t. Ours is naturally better, right?

The catch with that is that the value we are actually providing doesn’t come from a certification or a shiny-looking metric.

The problem any business actually solves for a customer is the value. As much as features and experience probably seem equivalent to the solution, features are really the HOW where the solution is the WHAT. The customer will never care about how if the what isn’t clear.

Think about if Volvo made a whole commercial bragging about advanced windshield wipers like that’s the draw, rather than leaning into their class-leading safety? For their core customer looking for a reliable family vehicle, feeling like they’re protecting their family outweighs some minor bullet point.

What if Ferrari started touting seat warmers at the expense of focusing on the excitement someone feels driving one?

Examples of Value

Value is often perceived in an emotional way, such as ending up with peace of mind, or a sense of security or relief.

A lot of people feel intimidated and stressed out even thinking about their taxes, for instance, so a good CPA isn’t simply offering them years of accounting experience and knowing everything will be filed correctly. And that CPA’s value is greater than the size of the refund they can get a customer on their taxes.

For the person who thinks, “Ugh, tax forms again…” every April, their trusted CPA is taking a huge emotional burden off their shoulders.

These are ways to optimize sales copy. If that CPA were to focus solely on certifications and flexing their knowledge of tax code, they could be missing the appeal of the greatest thing that prospect is really after.

That prospect may describe their desires more around trust — both in the discretion of sensitive financial info but also in being able to delegate that task and not have to think about it again.

Perfecting Your Marketing Message

As you consider your own taglines and brand promises, it can be helpful to dig down to what drives the products and services you offer.

Is your message focused more on yourself or the customer? Does the message clearly articulate the problem you’re solving?

Aiming at emotion can be a valuable start, but be careful not to pull the message into a feel-good statement that actually says very little. Something that sounds zingy can leave your audience feeling momentarily entertained but ultimately disconnected from the core message and purpose of your brand.

“Where Dreams Begin”
“Your Success, Our Priority”
“Innovation at Its Best”

We’ve all read and heard those types of statements, and you can’t build a brand on zingy yet forgettable.


Questions To Ask That Help You Refine Your Marketing Message

Taking a sheet of paper or opening a blank document on your computer can be a useful way to work through a few questions. Sometimes, even if you initially think the answers are obvious, the act of jotting them down can reveal a deeper understanding and insights you might not have realized before.

  • What challenges does that customer face that led them to look for services like yours in the first place? Are they even actively looking for a solution, or do you have to seek them out? (The tone can be different, depending on the situation.)
  • Is the challenge they are facing symptomatic of something deeper? Is there an underlying, less conspicuous problem that is contributing to the more apparent issue?
  • How can your product or service address that underlying challenge?
  • What emotions are generally attached to that challenge?
  • If you did solve that problem entirely, what would that look like for the customer and how would they feel?

Offer Ways to Engage and Reward Your Customers

Offering customers extra benefits or means to stay engaged are strong ways to put a brand on the map and keep it there, such as:

  • Email newsletters with regular and legitimately helpful information
  • Facebook or Linkedin groups
  • Making easily digestible content for further learning or tips, such as YouTube videos, white papers, lead magnets or even infographics (for newsletters)

In fact, speaking of newsletters…