Help: how to craft the copy around a value prop so that it's simple for consumers
Daniel Baum
5 replies
How do you figure out what copy will express your value prop most closely?
- Blunt-force testing?
- Small control groups?
- Asking friends?
What's worked for you?
For context: My company Sleek is building a pretty unique product - it's a browser extension that provides cash back at 1500 stores & completes guest checkout with 1 click. So there are 2 value props: get money and checkout faster/easier.
We haven't figured out the right combination of values and messaging that works for us yet.
Replies
Jesse Ezell@jesse_ezell
Check out this book on Amazon, it will help: https://www.amazon.com/Find-Your...
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@jesse_ezell Cool, thanks Jesse! That book seems to be tailored to ideas that are hard to grasp, while ours shouldn't really be. But could still be useful!
Here's my tip on how to design the messaging. I usually start with creating a chart with the following 4 columns:
*Pain point - describe in your own words the pain you're trying to solve.
* Product value - describe in your own words how your product is going to solve the problem you mentioned.
* Target audience - describe who you're going to solve the problem for. Example: Senior PMs, decision-makers, Junior frontend devs, etc.
*Message - write the message out of the point you just wrote.
For example our new product solves 4 different pain points for developers, so we design the message for each pain point.
@neri_raanani Awesome breakdown, thanks! So if your product solves 4 different pain points, do you design a different message for each pain point? And try marketing each individual message to see what lands the best? Or is it ONE singular message to encapsulate all 4 pain points?
@daniel_baum It depends. As an example, our upcoming product solves 3 different pain points for developers, so I designed a message for each (each one will be featured on the product's landing page separately). To design the main message (One-liner, tag line) I write the 3 main points I'd like to convey in the main message and create it based on them. I hope that helps a bit 🙏 There's a lot more to it but I wanted to share my methodology since I feel it's been working pretty well for us.