Developing a Value Messaging Framework

Today more than ever businesses are looking for ways to stand out in an increasingly crowded and competitive marketplace. One way to achieve this is through value-based messaging, a communication strategy focused on articulating your value proposition in a way that resonates with leads and prospects on a deeper level. 

A value-based messaging approach enables you to communicate your unique value proposition more effectively, leading to better customer engagement, higher conversion rates, and increased brand loyalty. Keep reading to learn what value-based messaging is, its advantages, and the steps to creating your own value messaging framework.

What is Value-based Messaging?

Value-based messaging is a strategic approach to communication that focuses on conveying the value your products or services offer to customers. Value-based messaging goes beyond merely enumerating your solution’s features and benefits. 

Instead, value-based messaging shows customers how your offering can solve your prospect’s problems, help them achieve their goals, and make their lives easier. This allows you to create more meaningful connections with your target audience–connections that will ultimately drive both customer acquisition and retention.

Advantages of Value-based Messaging

Build stronger connections with leads, prospects, and customers 

Value-based messaging is a powerful strategy to help you build stronger connections with your target audience by addressing their unique challenges, priorities, and core values. By aligning your marketing messages to your target customer’s biggest pain points and goals, you can already start to build trust from your prospects’ very first touchpoints with your brand. From there, you can build on these connections to set your brand apart during the sales cycle–and lay the foundation for long-lasting customer relationships. 

Differentiate yourself from your competitors

In a crowded marketplace, value-based messaging is a great way to set your brand apart. Instead of comparing your solution feature-for-feature or spec-for-spec with your competition, prospects will evaluate your offerings based on the unique value your organization brings to the table. You can also more easily communicate the intangible benefits of your solution that will make your customer’s life easier and help them achieve their goals. With the right value messaging framework in place, you can not only win more deals, but you can also stop competing on price and avoid discounting your offerings to make the sale. 

Drive higher conversion rates

Ultimately, value-based messaging is designed to resonate with your target audience and address their needs, leading to richer engagement and higher conversion rates. When customers understand the value you provide, they are more likely to choose your products or services–and stick with your organization for the long run. 

6 Steps to Create a Value Messaging Framework

1. Understand your target customer

The most important step to any value-driven marketing or sales strategy is understanding your customer. Who are they and what do they care about most? Start by identifying your target customer segments and documenting their needs, preferences, and pain points. 

Don’t rely on third-party information to build out your ideal customer profile. Go to the source and ask your customers directly about their struggles, goals, and values. One way to do this is by conducting a customer value analysis. Most importantly, you need to understand their goals and what metrics and milestones matter most to them and their stakeholders. This information is crucial for crafting marketing messages that resonate with your audience and compel them to engage with your organization.

For more information, see our Elements of Value Workshop: Understanding Your Customer

2. Craft a compelling customer value proposition

Once you understand the customers you’re trying to attract, it’s time to develop a clear and compelling customer value proposition (CVP) that highlights the unique benefits your offerings provide. Your CVP should be clear, differentiated, quantifiable, and relevant to your target customer. 

To learn more, see What is a Customer Value Proposition?

3. Develop messaging pillars

Now that you have a clear and compelling CVP, you’ll want to develop messaging pillars that support your CVP and dive deeper into the key advantages of your offerings. These pillars should be clear, concise, and compelling, making it easy for customers to understand and remember. Your messaging pillars should include both the hard and soft benefits of your solution, quantifying the value whenever possible. 

4. Align your value messaging with your brand identity

Ensure that your value messaging clearly aligns with your overall brand identity, including your brand’s mission, vision, and values. This will help you create a cohesive brand experience and reinforce your unique value proposition throughout the entire customer journey. 

To learn more, see Customer Value Best Practices Throughout the Entire Journey.

5. Adapt your message to different channels and audiences

Tailor your value messaging to fit different communication channels–like your website, social media channels, and email marketing–as well as your different audience segments. This ensures that your messages are relevant, targeted, and engaging for each specific context and audience segment.

6. Test, measure, and refine your messages with customer feedback

Finally, it’s always important to take a data-driven approach to your messaging so that you can understand whether your messages are resonating with your audience, or if there are areas that need to be refined. One way to do this is by gathering feedback from your customers that you can use to refine your messages and ensure they continue to resonate with your target audience. Remember: customer value isn’t created in a vacuum, it’s co-created between you and your customer. 

To learn more, see, Co-Defining Customer Value


Value-based messaging is a powerful tool that can help you differentiate your business from the competition, build strong connections with customers, drive higher conversion rates, and increase customer loyalty.

Share on Social Media:

< Back to Blog