Want an engaged audience? Stop telling people how much value you add

Dry statements, anyone?

You’ve probably heard about creating a ‘unique value proposition’ or ‘unique selling point’ around your brand or offer. This is a statement that points out what makes you different or, well, kind of better than the competition.

It’s supposed to capture the imagination of your audience and persuade them to choose you over others.

But is constantly saying how much value you add really enough to stand out online? 

In 2024? 

As you might have guessed, I’m gonna suggest ‘no’.

Think about it. Everyone’s adding value, right? (The good folk, anyway.)

Having a statement about the value you add isn’t enough. It’s not effective enough at building trust, creating a connection and inspiring people to take action.

You need something more. 

Regular readers of this newsletter won’t be surprised to hear that I think this ‘something more’ is… (🥁) a compelling story.

Man, do I love stories

A value statement describing features and benefits is good. A compelling story that demonstrates your values and how your offer can transform your audience’s lives? That’s… like, very, very good.

I talk about stories a lot. That’s because it’s one of those key things I’ve learned from writing and content marketing all these years. 

Stories are powerful. Stories are memorable. Stories are human. 

Stories work. 

This is because they appeal to our emotions and imagination. They make us feel something, see something that wasn’t there before. They trigger our curiosity and empathy, and inspire us to take action – to make a change.

Stories are so much easier to recall and retell than facts and figures. They have a structure and a flow that helps us remember and understand.

How do you create a compelling story?

I’ve written about this in my book, Crafting Stories for Change, but here’s a quick run-through of how to create a compelling story. There’s no one-size-fits-all formula, but these steps are a good starting point: 

1. Start with your why. Why do you do what you do? What is your purpose, vision and passion? What is the change you want to make in the world? Your why is the core of your story. 

2. Know your audience (characters). Who are you talking to? What are their needs and wants? What are their problems and challenges? What are their goals and aspirations? What are their fears and frustrations? You get the idea. Your audience is the hero of your story. It’s who you serve and who you help with your offer. Create your story around them.

3. Craft your message. What do you want to say? What is your main point and key takeaway? This is where you can crowbar weave in your value proposition and call to action. Your message is the plot of your story. It’s what you want your audience to remember and act on.

4. Use your voice. How do you want to sound? What is the tone and style of your story? What is the personality and character of your brand or offer? Your voice is how you differentiate yourself from everybody else.

For more details on crafting your story, check out Crafting Stories for Change. My first couple of hundred subscribers already have this, but if you haven’t read it yet, download it and learn how to craft your own story. It’s short and to the point. It’s also pay-what-you-want.👇️ 

Real-life example from my work

Myself and my team recently redeveloped the website for the nonprofit I work for in London. We didn’t really have an origin story. We have an unusual structure in that we are formed from several organisations that merged, so a single story was tricky to pin down.

By taking the ‘why’ for each of our founding organisations, along with our overarching ‘why’, I tried to create something a bit more interesting, telling our story with people (characters) at the heart, and with a clear beginning, middle and end (and beyond).

This ‘Our history’ page could have turned into a stagnant rundown of dates. I hope that the resulting copy lifts our story to more than that. See what you think for yourself.

Creating a compelling story is worth it. A story can do so much more than a simple statement of value-adds can. It can help you connect with your audience and, ultimately, make a difference.

So, what’s your story? I’m working on my new one right now.