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Today I’m talking to Momoko Price, a commercial copywriter who works for giants (AT&T and Base CRM) and startups (Respondly, which was acquired by Buffer).

Copywriting is important and one of the biggest parts of marketing.

Naming your value proposition is one thing in copywriting that is critical. It sends a strong message that convinces people about the value you can provide them.

Topics covered:

What it means to have a value proposition
Create a clear statement/reason for why someone should choose you
Value Proposition = message that convinces people to buy from you
Playing multiple roles, including creator and seller
Step-by-step approach to create a value proposition
Conduct onsite visitor and customer surveys to build the value proposition based on empirical research
Always include these two, open-ended questions in your surveys: 1) top benefit customers receive, and 2) differentiation (why the customer chose your product over another one)
Momoko prefers using Hotjar for surveys and customer feedback
Keep surveys short - about 5 questions; and provide options/choices
Utilize competitors’ product reviews
Focus on message mining before surveys if you don’t have customers to ask and have a low-traffic Website
Categorize and quantify message themes using Excel or Google spreadsheets and tags
Products that analyze data and delegate data tasks (TaskArmy, Mechanical Turk etc.)
Utilize pivot tables in Excel to summarize data into tables
Tag data using colorful, memorable, vivid descriptions for headlines; find terms and phrases that are eye-catching to include in value proposition
Sticky Copy: Copy that evokes image or sensory perception in your mind that drives a feeling of the benefit - an emotional trigger
Bits and pieces of a survey come together to create a value proposition headline
Value proposition headline should include keyword of what you’re selling and top desired outcome/benefit - avoid being clever
Avoid focusing too much on differentiating yourself and being overly unique about your brand identity in value proposition
Value proposition should be clear, effective, honest, and transparent
Examples of how to optimize and increase Website revenue per visit
Tribe Bi-flow: Website narrative details and demonstrates pain points, solution, product-related benefits, reassurances, and call to action
Revise Website content if not getting results
Future of machine learning and marketing

Resources mentioned:

Respondly
Buffer
AT&T
Base CRM
Conversion Excel Institute
Hotjar
Joanna Wiebe episode on Everyone Hates Marketers
Coursera
Johns Hopkins University at Coursera
Ngram analyzer
Mechanical Turk
TaskArmy
Excel Pivot Tables
Pet Doors
Copy Hackers
LunaMetrics blog
Momoko Price on Instagram; LinkedIn; Website; Email
Narrative Design: Craft a Story Using Conspiracy Principles
Buying Triggers: 6 Steps to Create Explosive Demand

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