Why Words

Why words help you communicate value to others in terms of what’s in it for them.  Because they connect to emotions, why words make it easier for people to remember and refer what you do.  Here is a list of some of the why words that can help you craft your best themified brand messaging.  Can you list more feelings with their corresponding value and USP that apply to your brand?

Feeling: pains and desires that represent why your ideal client persona might explore options
Value: solutions and unique selling positions (USP’s) that solve the pains or fulfill the desires
USP: The unique way your products and services provide value that can influence the desired action

Steps to craft a :30 themified value introduction:
1) Identify the Feeling
2) Include criteria like geography, income, demographic you serve
3) Frame the feeling in terms of them, not you… replace ‘We offer, I help’ with statements like ‘Our
high-income clients…’ ‘If you are in Ohio and you have ever…’, ‘You know how homeowners in Stark
County…’ ‘Joe, a recent divorcee…’
4) Identify the USP
5) Identify the Value
6) Relay how your ideal persona(s) leveraged your USP to benefit from your value
7) Communicate easy ways to find your products/services, and any incentives for action

Format: (People you market to) are/want to be (Feeling). They rely on the (USP) of (your product/service) for (Value). (Easy Memorable Action/Incentive to Take It)

Example: “Many business marketers are frustrated with the time it takes to manage growing numbers of social media platforms and advertising options.  That’s why our small business clients rely on KISSMarcomm’s simple one click tool to put their best brand foot forward everywhere their prospects are looking for them.  Visit KISSMarcomm.com and click KISS My Brand Offer to keep your brand visible everywhere with ease.”

Examples