Value over benefits: Why it matters in your website and marketing messaging
Ok let’s be real- there’s nothing worse than seeing some cheesy ass ad that says something like “Get this product for its amazing features!” or “Buy now and get one free!”. Big icks if you ask us. These types of messages have become so commonplace that they’ve lost their impact. So if you REALLY want your website and messaging to make an impact, you need to focus on value, not just benefits (don’t worry, we’re gonna break down how to do it).
Right off the bat — what actually is value?
It’s pretty much what you can offer your customers (think benefits, experiences emotions etc.). It sets you apart and makes your business worth exploring.
So why is value so important?
Because it’s what people truly care about. Consumers don’t just buy a product because it has great features or benefits. They buy it because it solves a problem, fulfills a need, or creates a positive experience. They buy it because it provides real value to their lives.
What makes you… you?
If you want to create a website and marketing messaging that truly resonates with your customers, you need to start by identifying your UVP. No, that’s not some weird intestinal disease— it means your unique value proposition. What do you offer that no one else does? What sets you apart from your competitors? How do you deliver real, tangible value to your customers?
Consistency is key.
Once you’ve identified your unique value proposition, you need to incorporate it into EVERYTHING. Don’t just list out your product features or benefits – actually show how they create real value. Use powerful, emotional language to connect with your customers on a deeper level. Show them how your product or service will change their lives for the better.
The Info. Simplified.
Basically, focus on value — creating it, and marketing it. Messaging that connects with your customers helps you build a deeper connection with them, and makes you stand out (which is always a good thing). So don’t just focus on what your product or service can do – focus on the real, tangible value that it provides to your customers. That’s how you’ll truly make an impact.
Want help doing it too? Download our packages guide here to get working with us. We’re a brand design studio based on the Sunshine Coast, and help people just like you all around the world find their UVP and show it.